Under its new marketing chief Joel Ewanick, GM is pushing back into advertising at the kinds of high-profile, high-cost events like the Super Bowl that it had abandoned in its slide toward bankruptcy. At the same time, Ford only spent one tenth of what it would have through traditional media, including television, he said.įarley’s moves mark something of a contrast with the approach by cross-town rival General Motors Co. ![]() ![]() Farley said that the Fiesta campaign had boosted consumer awareness of the Ford subcompact over direct competitors like the Honda Fit or the Toyota Yaris.
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