Infiniti bumps ad budget, offers local-area choices
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LAS VEGAS -- Infiniti will spend more on advertising and give dealers a new menu of TV commercials for local markets, dealers were told at the make meeting.
Also, the brand will broadcast numerous commercials for its new JX crossover during the NCAA basketball tournament in March.
Infiniti executives said dealers could choose from a menu of Infiniti-produced advertising materials, primarily TV commercials, to run in their markets.
"We're going to create a range of work that they can run, and the feedback I've gotten has been overwhelming positive," said Ben Poore, Infiniti Business Unit vice president. "It's an opportunity like we haven't had in our recent history, so it's great for our dealers and something we've needed for a long time for our brand."
Infiniti will control the production and media buying of the TV spots. The brand's three dealer regions will select where and when to air the spots, Poore said.
"I think they've come up with a really smart way to do it, said Steve Lapin, owner of an Infiniti dealership near Los Angeles. "Instead of getting into Tier 2 or Tier 3, which they did in the past, they're going to leave that up to us and focus on the brand image and showing product."
Lapin said dealers were told that the new program and other advertising plans should be part of an 80 percent increase in ad spending for the brand's fiscal year starting in April.
Poore said of the NCAA JX commercials: "We're one of two automotive sponsors of the tournament, so the JX will be all over that thing."
• Big boost in ad spending
• Commercials for JX crossover to debut during NCAA basketball tournament
You can reach Ryan Beene at rbeene@crain.com. -- Follow Ryan on 
