Nissan preparing to spend more on U.S. advertising, report says
By Andrew C., 27 Aug, 2010. 0 Comments
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To expand its market share, Nissan is prepared to increase its marketing and advertising budget by $100 million. In an interview with Autoweek, Nissan US vice president Al Castignetti said that the carmaker is planning a comeback after the 2009 budget cuts, which reduced the advertising spending budget from $1.19 billion in 2008 to $690.9 million. Castignetti said that like other automakers, Nissan also lowered its spending last year. However, Nissan wants to really get back into the marketing game this year.
Nissan aims to build on what South Korean manufacturers were able to prove last year with their aggressive campaign: that spending is good and advertising sells. Castignetti acknowledges that it all comes down to the price these days. He explained that in the past couple of years, many consumers went through a "philosophical change" and instead of shopping "to get the most car they can buy, they're looking for the best price they can get." [via autonews - sub. required]
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