Ford planning to spend more on advertising and marketing

Article by Christian Andrei, on August 29, 2010

To maintain marketing momentum for its lineup, Ford Motor Co. plans to allot more money for its advertising and marketing in the next six months compared with current levels, according to marketing chief Jim Farley.

He declined to give exact amounts however. Farley emphasized that Ford isn´t raising its marketing budget in response to announcements by General Motors Co. and Toyota Motor Corp. of their own budget increases.

He said that Ford has decided on the higher level of spending during this period since last year. He explained that while its rivals actually need to do this because they lost their share of the market, Ford is in a completely different place since people are interested in Ford. He added that the purpose of its marketing is to educate them more.

Ford is the only U.S. automaker to survive outside bankruptcy while Chrysler Group emerged from bankruptcy in June and GM exited in July.

Ford intends to augment advertising on vehicles launched in the past year. Ford also aims to hold consumers attention until the company's next new product, the 2011 Ford Fiesta small car, arrives next year.

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