A Multimedia Escort JWT Combines CD-ROM and Internet To Attract Young Buyers to New Ford Coupe

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By Tanya Gazdik





DETROIT–Ford Motor Co. is emphasizing interactive marketing in its campaign for the all-new Ford Escort ZX2 sports coupe in an effort to differentiate the model as more youthful and hip than the core Escort line.





A CD-ROM direct mail component and Internet advertising will be emphasized since the vehicle’s young target buyers gather much of their information from nontraditional sources such as the World Wide Web, said Brian Miller, Escort brand manager at Ford Motor Co.

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