How much clearer can the message be?
To the editor:
I couldn't agree with your article in the Nov. 20 Automotive Marketer more ('Hybrid marketers' biggest task: Teach consumers,' Page 4). My biggest challenge is educating the consumer about this technology. Even after watching a five-minute video about how the technology works (and stating five times that it never needs plugging in!), they STILL ask how long it takes to recharge. I'm not sure how else to get this message across!
Our new 2003 hybrid electric subcompact sport-utility (the Escape) will be Ford's first. We're really excited and are ready to get into the market as soon as we can. Lots of people are waiting!
Rebecca M. Gilden
Ford Motor Co.
Escape Hybrid Electric Vehicle
Marketing Brand Management
Clients would take the money
To the editor:
I read your review of the Sebring 'Golden Gate Bridge' spot (Nov. 20 issue, Page 12).
As an ad guy at a small agency in Chicago, where we're in the trenches with retailers on limited budgets, I was more jealous of the budget FCB must have had to produce this spot than I was impressed with the execution of the spot. Granted, the special effects were awesome, some of the best I have ever seen. But my recall factor of whom the spot was produced for was nil. I remember the bridge, the cool special effects, the fact it was an automotive spot, but not the product. I suspect most of the viewing audience will feel the same. I'm sure my clients would rather have taken the several million bucks FCB spent to win an award and dumped it into incentives or local spot radio to actually move the overstock of inventory for an end-of-year clearance.
Direct Advantage Inc.