IQ News: Carmakers Driven To Try New Online Ad Forms

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Acura, Volvo and Ford are all launching online media programs this week. The promotional efforts range from a movie tie-in to a so-called “rich media” buy on the cable-modem based Home Network. For the auto makers, the summer promotions are a deviation from the norm. The manufacturers typically take a marketing back seat to dealers in June and July, who run ads to clear the lots for the new fall models.
However, beginning today, Acura Cars, the Honda division based in Torrance, Calif.,

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