WASHINGTON -- Buick will focus its national advertising and nearly one-fourth of its budget on the new Lucerne sedan in the first quarter of 2006.
The Lucerne is a "very big part" of Buick's advertising budget for next year, Steve Shannon, Buick general manager, told Automotive News at a press event here.
Buick will spend well over 20 percent of its first-quarter advertising budget promoting the Lucerne, Shannon says.
That's about $9 million, based on this year's figures. Buick spent nearly $46 million on advertising in the first quarter of this year, up 48.8 percent from $30.8 million spent in the year-ago period, according to TNS Media Intelligence. Buick spent $122 million in advertising for all of 2004.