Automakers seek new, money-saving ways to reach customers as network TV audiences shrink and TV advertising costs rise.
For example, carmakers are racing to expand their activities and ad spending on the Internet. The manufacturers use the Internet to attract new buyers and keep the ones they have.
Four industry executives will explore the changing climate during the Automotive News World Congress sales and marketing panel Wednesday afternoon, Jan. 19. The panel topic is 'New Media and Old: How Smart Automakers Get the Most Bang From Their Marketing Buck.' Panelists are:
Don Coleman, founder and president of Don Coleman Advertising in Southfield, Mich. His agency continues to handle the African-American ad account for DaimlerChrysler.
Jed Connelly, general manager of Nissan North America Inc. He began running Nissan Division earlier this year, just in time for the launches of the 2000 Xterra and Maxima. His current challenge is working with his new Renault bosses in Tokyo to make sure North America has a strong say in future product.
James Schroer, Ford Motor Co. vice president of global marketing. He is creating distinct identities for the company's seven auto brands. Schroer, who joined Ford in 1996 from Booz, Allen and Hamilton, broke a two-minute corporate image campaign at the same time globally Nov. 1.
Louis Schultz, president since 1995 of Campbell-Ewald Communications. His company is a sister agency of Interpublic Group of Cos.' Campbell-Ewald Advertising in Warren, Mich.