Much of Mitsubishi's 2000 ad budget will go toward promoting the new Spyder and Montero. Peg Dilworth-Hunt, vice president of marketing, says the company will spend between a quarter and a third of the budget, or $32 million to $43 million, on the two launches this year. Both the Spyder and the Montero advertising will debut on network TV, with the Spyder spots beginning in March and the Montero commercials following in April. Dilworth-Hunt said the company also is working on a direct-mail campaign for the Spyder that will target 200,000 domestic and import prospects who represent two extremely different customer groups: a young single and an older empty-nester. The rest of the budget for the two models will be for cable channels.
New Spyder, Montero get biggest chunks of Mitsubishi ad cash
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