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Joe Eberhardt, Chrysler Group’s new chief marketer, admits the DaimlerChrysler unit stumbled by focusing on ads starring spokesperson Céline Dion.
“I don’t think we should use personality affiliations of any sort to sell product short term,” he said in an interview at the company’s Auburn Hills, Mich., headquarters. “You need to nail the message early on that you want the public to take away.”
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