Word: carred
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Dates: during 1960-1969
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Detroit's Big Four auto companies spend $385 million a year advertising their cars. They also get a lot of mileage, for much less money, from hidden or indirect promotion efforts designed to keep the cars in full view of potential buyers. The firms compete hotly with each other for almost any promotion-from having their models used on TV shows to supplying cars for celebrities-but the fiercest infighting is to win a favored position with the big rent-a-car agencies. Here, some major changes are occurring. Chrysler has already won the lion's share...
...switches are important because automen believe that each rental car is a rolling showroom for their products. "It's one helluva demonstrator," says Fred C. Zimmerman Jr., general marketing manager for Ford's Lincoln-Mercury division. "There is no salesman riding along, and nobody bothers the guy. The car practically sells itself." The auto companies help pay the costs of any rent-a-car ad that plugs their cars by name; one reason Hertz is switching to Ford is that Chevrolet declined to pay more of mutual advertising costs, while Ford offered to pay a generous half. Rental...
Gone to Press. Detroit has developed dozens of other ways to get potential customers to test-drive its products. The auto companies encourage local dealers (often with a $400 rebate) to lend new cars to high school driver-training programs, hoping to win the allegiance of teenagers, also push sales to company car fleets. Lincoln-Mercury executives tour the U.S. to talk about autos to such groups as Rotary Clubs and women's garden clubs, sometimes offer their audiences free use of new Mercurys for a week...
...current contests, for example, CITGO is offering a Mustang, and Tetley Tea and Purina Dog Chow are offering Pontiacs as prizes. Thom McAn is introducing a new shoe named GTO, will give away 20 Pontiac GTOs and carry splashy signs in its 850 stores showing pictures of the car as well as the shoe...
...biggest food producers. It dominates the British bakery field with its 14 bakeries, is winning an increasingly large part of the ice cream market. The firm also markets soft drinks, stores a million bottles of wine in a cellar beneath Southwark, runs five hotels and a 1,000-car parking garage under Hyde Park...