Doner Preps Effort for AutoTrader.com | Adweek Doner Preps Effort for AutoTrader.com | Adweek
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Doner Preps Effort for AutoTrader.com

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NEW YORK Online car-classified company AutoTrader.com said today it would launch a marketing campaign that will support its alliances with several MLB teams, including a new deal with the New York Yankees.

The effort via independent Doner, Southfield, Mich., will include national TV on network and cable breaking April 2 and running through September to coincide with what AutoTrader calls the "peak car-buying season."

The effort also will include regional spots and outdoor in the markets of AutoTrader's MLB partners. Those markets include Atlanta, Chicago, Dallas, Philadelphia and Los Angeles. Support will include radio and Internet, as well as scoreboard signage in MLB stadiums.

AutoTrader spent $35 million in measured media in 2006, per TNS Media Intelligence.

"As AutoTrader.com continues to serve its ever-increasing base of dealership customers, we are concentrating our marketing efforts on reaching a broad and diversified audience of car shoppers," said Clark Wood, vp, marketing at AutoTrader, Atlanta, in a statement.

"The breadth of our media buy, combined with the local market interaction we'll facilitate through our Major League Baseball team media, stadium and online partnerships, demonstrates AutoTrader's commitment to drive car shoppers to the over three million vehicle listings on our site at the peak of the car-buying season," Wood added.