Subject Index
 

Lexus is a leading luxury car brand, and set its sponsorship objectives as to 'support Lexus distributors and their new dealer base across Europe' and 'target Lexus prospects and customers'. While gol ...

Few sectors are as competitive, and dependent on effective brand marketing, as the car market. In order to develop a set of clear and distinctive brand attributes, not historically associated with the ...

Since 1997, the BMW Ultimate Drive® for the Susan G. Komen Foundation has raised $9 million for breast cancer research, education, screening and community outreach programs, and is one of the most hig ...

In spring 2006, Audi launched a new 'third-generation' sports utility vehicle in the European market, a sector dominated by major US players, and also showing signs of saturation. Despite this, Audi's ...

Saab sales were flat and, in order to grow, the brand had to evolve from niche to challenger. To increase brand awareness and consideration in the highly competitive luxury import market, Saab needed ...

Mundo Yaris is a world specifically designed for young, bi-cultural Latinos. A world built on their core values of nontraditionalism, multiculturalism, experimentalism and creativity. Not only could t ...

The “Infiniti in black” campaign was the first African-American marketing effort by Infiniti. The campaign married five African-American visionary artists with Infiniti vehicles. The campaign worked t ...

The Road Safety advertising campaign in New Zealand proved highly effective in raising public awareness and improving driver behaviour, saving some 300 lives since its inception in 1995. Yet, in 2003, ...

The Lexus brand was launched in Canada in 1990 into an extremely competitive market, with a number if major players. Its advertising had successfully focused on building its credentials for quality an ...

Lexus was only the fifth strongest player in the Canadian luxury car market (behind BMW, Mercedes, Volvo, and Acura), and while its flagship Lexus LS was perceived to be a high-quality car, it was als ...

In 2000, Honda Quebec faced growing competition from both foreign and domestic rivals that offered improved durability, reliability and quality, while its best-selling model had also just been removed ...

As the used car market increasingly moved online, Auto Trader faced a challenge to attract buyers to its website and to increase sale postings. Because of the brand's countrywide reach, communications ...

After six years of rising numbers of road accidents in Quebec, and with the estimated cost of unsafe behaviour on the province's roads reaching some $4 billion a year, the government decreed 2007 as R ...

Mazda had to achieve 50,000 UK sales, but had to counter the fact that many consumers do not include Mazda when considering cars. To build on the brand's 'Zoom Zoom' proposition, which aims to capture ...

In the recent past, Mazda has employed virtually no brand communications or activity in Ireland, meaning consumers had a view of Mazda of having produced good cars in the past, but with a general lack ...

The Renault Scenic was to be launched in Belgium in September 2006, backed by a TV commercial from France featuring a baby elephant in the new model. The key questions were how to enliven the heart of ...

The C4 Picasso marked Citroën's first foray into the M1-MPV segment, a category in decline and rife with competition. With an introductory price similar to many of its rivals, the company realised tha ...

Volkswagen of America, Inc. (VWoA), the U.S. extension of Europe's largest automaker, Volkswagen AG, released its fourth-generation Jetta sedan in 1999. The Jetta's exterior resonated so ...

To herald the arrival of its newest car, Volkswagen of America Inc. launched a high-profile television, print, and outdoor advertising campaign in March 1998. The company had stopped selling its mos ...

In November 1997 Volkswagen of America introduced an advertising campaign for its redesigned Passat. Arnold Communications, the Boston-based ad agency that won the lucrative $110 million North Ameri ...

Toyota Motor Sales, U.S.A., Inc., was the subsidiary of Toyota Motor Corp. charged with selling, marketing, and distributing the Toyota, Lexus, and Scion brands in the United States. The Toyota Coroll ...

In 1989 Toyota Motor Sales, U.S.A., Inc., boldly placed itself in direct competition with such automakers as Bayerische Motoren Werke AG (BMW) and Mercedes Benz when it launched Lexus, a new divisio ...

Toyota Motor Sales, U.S.A., Inc., was the distributor of Toyota Motor Corp.'s Toyota, Lexus, and Scion brands in the United States. In model year 2004 the company released a new version of it ...

Toyota Motor Sales, U.S.A., Inc., the American subsidiary of Toyota Motor Corporation, was responsible for the marketing and sales of the company's products in the United States, including th ...

Toyota Motor Sales U.S.A., Inc., was responsible for the distribution, marketing, and sales of all Toyota vehicles in the United States. It was owned by the Toyota Motor Corporation, a Japanese comp ...

During the late 1990s Japan's largest carmaker, Toyota Motor Corporation, was edging its way into the American car industry's top triumvirate. The "Big Three" U.S. automa ...

In 2003 Carlson Chevrolet Co., Inc., a Chevrolet car dealership located in Sandy, Oregon, just a few miles southeast of Portland, represented the Chevrolet-selling half of the Suburban Auto Group. On ...

Under pressure from low price insurance companies such as GEICO, State Farm Mutual launched a campaign in 2004 to retrieve lost market share. Alongside ad agency DDB Chicago, the “True Stories” campai ...

By the early twenty-first century, the Sierra Club, one of the oldest and largest environmental advocacy groups in the United States, boasted a membership of more than 700,000. One of the principal co ...

After establishing a clear identity as a customer-friendly carmaker in the 1980s, Saturn Corporation, a subsidiary of General Motors Corporation (GM), lost its way in the late 1990s. To regain its foo ...