Mitsubishi ads take stylish turn

Article Abstract:

Mitsubishi has launched an aggressive, new ad campaign to reposition its cars as a stylish drive for adults with attitudes. The fast-moving, music-heavy promotional campaign, created by ad agency Deutsch, was unveiled in August 1998 with the theme "Wake up and drive." Only 19% of the people surveyed by Ad Track liked the ads, but majority of those people consist of the car maker's dream demographics, which are buyers with household incomes above $50,000 annually. The ads, which showed a baby sitter telling a yuppie mom that it must be great not worrying about being cool, got higher ratings from women and grown-ups between the ages of 25 and 29 and fared better in the Midwest compared to other regions.

Comment:

Launches an aggressive, new ad campaign to reposition its cars as a stylish drive for adults with attitudes

Motor Vehicles, Automobile and Light Duty Motor Vehicle Manufacturing, Mitsubishi, Article

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Retailers reap promise from inner-city dare

Article Abstract:

Shopping center developers are taking a second-look at inner-city neighborhoods to take advantage of a booming economy and falling urban crime rate. Developers also hope to find less competition than in suburbia where retailers have flocked to escape urban blight over the past decades. The Initiative for a Competitive Inner-City estimates that inner-city residents have a spending power of $85 billion, or 7% of all US retail spending.

Retail Trade

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Ford hoping for hip with new Focus campaign

Article Abstract:

Ford Motor Co has launched a $75 million advertising campaign to promote its new Focus model. The promotion is aimed at the young adult market of twenty-year-olds. An Internet tie-up, rap radio spots and over 60 live television commercials make up the Focus campaign. The television ads will feature 'Dinner and a Movie' host and comedienne Annabelle Gurwitch using a Focus in going around the country.

Automobiles, Automobile Manufacturing, Ford Motor Co.

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