Richards Goes 'Extra Mile' for Sonata

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DALLAS TV spots created by The Richards Group for the new Sonata sedan will break in prime time on Monday as part of the most expensive product launch in Hyundai’s history, the South Korean automaker said.

Hyundai spent $340 million on ads in 2004, according to Nielsen Monitor-Plus.

The 2006 Sonata is the second of seven vehicles Hyundai plans to launch in a 24-month period, said Sonata national ad manager Chris Perry. The first was the Tucson sport utility vehicle last fall.



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