LOS ANGELES -- Mitsubishi Motors North America Inc. is increasing its advertising spending 8 percent this year, compared with 2002. The marketer spent $226.7 million on measured media in the first nine months of last year, according to Competitive Media Reporting in New York. Fourth-quarter numbers aren't available.
Greg O'Neill, Mitsubishi's president, said that for at least three years he will stick with the company's marketing strategy, which uses edgy music to target young people. That's when Mitsubishi expects to reach its goal of 72 percent brand awareness among U.S. consumers. He said, "We're touching 60 now."