In automotive print - the rage is multi pages

Article Abstract:

Because of increased competition in the automobile industry (consumers have a total of 563 car models from which to choose, 321 of which are domestic cars and 242 of which are imports), automobile advertising in print media has become more innovative and more expensive. There is a greater use of gatefold ads, five-color (rather than the standard four-color) ads, advertising inserts (often as long as eight pages), heavier paper stocks, and metallic and foil points in car ads. Various car advertising campaigns in print are described and analyzed, including the campaigns used by Mazda, Ford, Mercury, Lincoln, Chrysler-Plymouth and Corvette.

Analysis, Case studies, Advertising campaigns, Magazine advertising

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Tokyo, California

Article Abstract:

Japanese car making subsidiaries in the U.S., most of which are based in Los Angeles, have had a significant impact on advertising. More than 50 percent of the advertising produced in Los Angeles for Time, Inc. magazines is contracted by Japanese automobile manufacturers. The combination of American and Japanese advertising concepts have led to ads that promote products (rather than corporations). Most advertising decisions are made in the U.S., since the Japanese manufacturers are marketing for the U.S. Various advertising campaigns are described, including those for: Suzuki, Honda, Nissan, Isuzu, Mitsubishi, Toyota, Mazda, and Subaru.

Motor vehicles and car bodies, Japan, California, Automobile industry, Corporations, Mitsubishi Motors Corp., Honda Motor Company Ltd., Subaru of America Inc., Toyota Motor Corp., Nissan Motor Company Ltd., Mazda Motor Corp., Suzuki Motor Corp., Isuzu Motors Ltd., Corporations, Japanese

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