Twenty-five percent of the new-model promotional budget for Ford Motor Company's Mercury marque will be allocated to online advertising and customer events.
So says Mercury's general marketing manager, John Fitzpatrick, announcing new plans for expanded digital and events promotions. Although shy of providing a specific breakdown of campaign spend, Fitzpatrick made it clear that overall digital expenditure will exceed by far the current meager average of 3% allocated by other marketers.
In the five months to May 30, Mercury spent $93 million (€77.34m; £51.89m) in measured media, reports TNS Media Intelligence/CMR. This compares with $76m spent throughout the whole of 2003.
Data sourced from: AdAge.com; additional content by WARC staff