Mercedes-Benz Shifts UK Media Spend

04 May 2006

   LONDON - The luxury car maker Mercedes-Benz is set to shift most of its £3 million ($5.51bn; €4.26m) TV spend in the UK into direct marketing this year.
   It will focus on new technologies such as email and SMS marketing to drive customers to dealer lots.
   The automaker currently spends most of its annual £9m UK media budget on outdoor advertising.