Alero Begins Olds' Minority Push

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DETROIT–A plan by General Motors’ Oldsmobile division to develop targeted minority marketing efforts for all of its models will begin in late October with a Hispanic-directed campaign from Leo Burnett Hispanic, Chicago, for the new Alero.
The Alero Hispanic effort–which will include TV, print and point-of-sale ads–is the first step in a long-term plan by the division to do more targeted marketing to ethnic groups, said Mike Sands, Olds advertising manager.




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