Toyota makes 'total market' primary marketing driver

This event report shows how Toyota has developed a new total-market communications strategy, as the automaker modifies its approach to multicultural marketing.

Toyota makes "total market" a primary marketing driver

Geoffrey PrecourtWarc

For Edward Laukes, vp/performance and guest experience at Toyota Motor Sales, USA, "It all started one day while I was watching sports."

The NBA was on network television and Toyota was a sponsor – life in the automotive-marketing fast lane … With one critical difference: "We were running three separate spots – each one very effective at reaching our target guests. But they were on the same program, developed from separate creative briefs, bought by three different media groups."

And, on that Sunday afternoon, the seeds of massive change...

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