For DaimlerChrysler's latest Dodge campaign, 'new' is old and 'different' is new

Article Abstract:

DaimlerChrysler Corp. announced that it will replace the tag line 'The New Dodge' with 'Dodge Different' in what will be its largest and most comprehensive television and print campaign in its Dodge division's history. Dodge has refused to say how much it plans to spend on the new campaign. It will create about 50 separate television ads for the campaign rather than the 20 Dodge typically uses in a year. The campaign replaces one that began in 1992. Both campaigns were created by the Omnicom Group's BBDO Detroit, the longtime ad agency for the former Chrysler Corp.

Motor Vehicles, Automobile and Light Duty Motor Vehicle Manufacturing, Advertising Activity, Account Activity, Campaign Themes, Advertising, Chrysler L.L.C. Dodge Div., BBDO Detroit

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He wants you in the driver's seat: marketing G.M. brands as if they were detergent

Article Abstract:

General Motors Corp. hired Ronald L. Zarrella, president of Bausch and Lomb Corp., to be GM's marketing chief four years ago. The company's new marketing chief had no knowledge of cars, and attempted to utilize a marketing procedure borrowed from Procter and Gamble and other consumer product companies. Sales at GM continued on their downward spiral. Even though the trend continues in the same direction, the concensus suggests that had not Zarrella applied the techniques of brand management, GM would be even worse off.

Comment:

Hired Ronald L. Zarrella, president of Bausch and Lomb Corp., to be GM's marketing chief

Executive changes & profiles, Motor Vehicles & Parts, Transportation Equipment Manufacturing, Company Personnel, Marketing/Advertising Theory, General Motors Corp., Article

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DaimlerChrysler is waving carrots and sticks to try to get dealers to treat customers right

Article Abstract:

DaimlerChrysler has been working two years to recruit dealers into its Five Star Market Center program. If a dealer qualifies, he can save up to $500 a vehicle. About 1,600 dealers, out of 4,500, have qualified. DaimlerChrysler will begin promoting the program during NFL football games, widening to other programs and print ads. Spending is estimated to be more than $30 million on the campaing by Bozell Worldwide.

Automobiles, Automobile Manufacturing, Motor Vehicle Dealers, Motor Vehicle and Parts Dealers, Campaign Launched, New and used car dealers, Usage, Marketing, Contracts, Automotive dealers, DCX, Automobile dealers, Incentives (Business), Daimler AG, Bozell Worldwide

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