Ford Motor Company Campaign for 2002
The challenge for any manufacturer during this volatile U.S. economy is finding new markets and new customers. Even a company like Ford Motor Company, which has had a long history of producing quality automobiles for over one hundred years, cannot rest on its laurels of past successes. If the Ford Motor Company closes its doors tomorrow, the consumer market would not miss them because of the vast number of alternatives to fulfill the needs of automobile drivers; however, since Ford has had a long history, it's past successes can be incorporated into any promotional avenues the company pursues. Fortunately, the Ford Motor Company has had a history of aggressively spending money in advertising dollars and initializing interest in their products and service. In the latest numbers available published in Advertising Worldwide, Ford ranked fifth of advertisers worldwide in 1998, seventh in Regional Ad Spenders for Europe and Latin America in 1999, ninth in advertising in Australia (AU$55 million -- 1999), eleventh in Taiwan in 1999, and number six in the U.S. (U.S.$1,520.7 million), according to 1998 figures. But there are regions Ford doesn't appear favorably, especially the developing nations of Central Europe, Africa, or Asia. What people want the world 'round in a car is the same: a long-term, reliable vehicle at a low price that's fuel efficient with outstanding safety, and stylish. Americans will own several cars in their lifetime. My target in the domestic promotional campaign is to make those automobiles Fords, whether it's their first car, a new car for an expanding family, or a car in for the retirement years. My campaign proposal is designed to strike various sectors of the public. To accomplish that, I am proposing a product identification campaign, using situations or settings that reflect the U.S. domestic market with individuals who appreciate driving Ford motor vehicles. It has to be an all-encompassing spectrum of the societal fabric of America.
FORD IS AMERICA
This will be our promotional tag line. We will emphasize the finer points...
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