'Ford To Spend More on 4th Quarter Advertising'

Ford To Spend More on 4th Quarter Advertising

11/04/09 06:54

Although Ford is already a popular automaker in North America, it still wants a bigger share of the market and by this, they intend to increase their advertising budget for the fourth quarter of the year by 20% more. As if they're not spending $1.5 billion a year on advertising already.

Ford is investing on more funds for their second phase of the "Drive One" campaign, which first launched last April of 2008. The second phase, which will kick off on October 12, will focus more on the consumer emotions, the feelings of buyers when they purchase a Ford. The first phase of the Drive One campaign mainly focused on the quality, safety and technology of a Ford vehicle.

“When we began Drive One, we wanted to rationally distance ourselves from the Detroit competition and begin to compete with Toyota and Honda,” Matt VanDyke said, Ford’s director of U.S. marketing communications. “And now we’re getting into a stage where we need to not just talk about being at parity with others but also talk about how we’re different than others.” he added.

The second phase Drive One advertising will be in the form of 15-second ads to be placed on television and the internet. Around 40 of these ads will be produced.

This year alone, we've seen the ups and downs of Ford's viability in the American market. Though not as bad as the fate of the two other Michigan automakers, Ford has seen its overall sales down last year. However, we've seen tremendous recovery in Ford's market share for the past few months and we're positive that it will continue on the coming more months.

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