Chrysler drives away from focus on TV

Article Abstract:

DaimlerChrysler is cutting back its $1.2 billion TV ad money from the last 4 years to concentrate on entertainment marketing campaigns. Chrysler is in the midst of cost-cutting. The second largest buyer of television commercials in the country, behind General Motors, the auto giant is responding to the continual rise in price of TV ads and the fact that they may be ineffective. Chrysler marketing VP Jim Schroer feels network television is losing the attention of consumers. Broadcasters may see a drop in TV advertising from $8.2 billion to $7.3 billion this year. Peter Arnell, who marketed Donna Karan, and Fusion 5 were hired to help brand the Chrysler cars and trucks with fashion-related promotions.

Motor vehicles and car bodies, Radio, TV, publisher representatives, TV Advertising, Media Representatives, Motor Vehicles, Automobile and Light Duty Motor Vehicle Manufacturing, Statistical Data Included, Management, Influence, Contracts, Television advertising, Marketing industry, Chrysler Corp., Arnell, Peter, Schroer, Jim, Fusion 5, DaimlerChrysler AG

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DaimlerChrysler ads to target investors

Article Abstract:

Bozell Worldwide , Detroit, and Springer & Jacoby, Hamburg, jointly created an ad campaign for DaimlerChrysler for almost everyone except the car-buying public. The campaign is print and direct mail aimed at investment bankers, top executives, journalists, union leaders and dealers. Featured are employees from both Chrysler and DaimlerBenz translated for each local market. Officials decided the investor and executive level market was enough for the time being. To try to reach everyone with all the products would be too confusing.

Motor Vehicles & Parts, Transportation Equipment Manufacturing, Advertising Activity, Campaign Launched, Account Activity, Print Media, Campaign Themes, Motor Vehicles and Equipment, Direct Marketing, Abstract, Bozell Worldwide, Springer and Jacoby

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Kraft Foods plans 'umbrella' campaign

Article Abstract:

Kraft Foods is combining its variety of grocery products into one advertising campaign. The new "umbrella" campaign will begin in the Fall of 1998. It will include a wide range of Kraft Food products into one television commercial. The campaign is an attempt by Kraft to create an image that goes beyond its products. The commercials will feature a real Mom with a real Gramps and Lil's Sis. In the commercial, they talk about how food enables them to relate to one another.

Food & Kindred Products, Food Manufacturing, Company Planning/Goals, Television, Design/Copy, Kraft Foods Inc., Article

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