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DETROIT In a major change of tactics, Ford Motor Co.’s Mercury division today said nearly 25 percent of its total marketing communications budget will be allocated to digital efforts and customer relationship events.
“A strategic decision was made to employ the Internet in a way like we have never done before,” said Lincoln Mercury general marketing manager John Fitzpatrick in a statement.
Ford spent $40 million on ads for Mercury last year, and $55 million through the first half of 2004, per Nielsen Monitor-Plus.
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