Word: javelin
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...sized Plymouth Furies and Dodge Po-laras. Watched intently at Chrysler were the increased sales of Plymouth's intermediate Belvedere, which was restyled with a racy hop-up in the rear fenders and a faster roof line. American Motors Corp. also had increased sales-mostly because its new Javelin specialty cars were hitting the mark. One Dallas dealer crowed that for the first time in memory, "the kids came en masse...
...holdout in announcing its 1968 increases, led off the week's price play. The company declared an average 3.8%, or $89, boost in its compact Americans (now $1,923 for the two-door model) and medium-sized Rebels ($2,420 for the four-door sedan). Tagging its new Javelin sporty car at $2,459, A.M.C. also boosted the luxury Ambassador line by some $120, to $2,671, including now-standard air conditioning. With that, the company loosed another breezy salvo in its new ad campaign: "Either we're charging too little or everyone else is charging too much...
...economy theme is just as pronounced in the Javelin ads. Aimed at the burgeoning youth market, they tackle Ford's successful Mustang head-on with the pitch that the Javelin, while similarly priced (about $2,500), offers such values as contour bumpers, bigger engines and more leg room. To dramatize the car's jumbo gas tank (19 gallons v. the Mustang's 16), one television commercial shows a gang of toughs-"Hey hood, look at the hood!" their leader shouts-siphoning petrol from a parked Javelin. A magazine ad goes even further in highlighting the Javelin...
Using 20-second television teasers to pique interest in its brand-new Javelin specialty car, American Motors Corp. last week launched a nationwide advertising campaign designed to put the company on the road to recovery. To plug its 1968 models, the automaker is relying on 18-month-old Wells, Rich, Greene, Inc., which was already Madison Avenue's hottest new ad agency (other clients: Braniff airlines, Benson & Hedges 100s) when it picked up A.M.C.'s $12 million account last June. The full measure of the agency's upstart audacity will become evident by the time its client...
Ford Division's advertising chief, John Morrissey, professes to welcome the Javelin campaign, insists that "I'll take all the Mustang exposure I can get." Nonetheless, other Ford executives have made no secret of their unhappiness with Wells, Rich, Greene, particularly over a statement by the agency's blonde president, Mary Wells, that the American Motors campaign was directed at people who "think that Detroit is fleecing the public...