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June 3, 2003

USA: New marketing manager, new ad campaign at Chrysler

Chrysler sales and marketing chief Jim Schroer reportedly left the company last Friday, replaced by Joe Eberhardt, until recently the chief of DaimlerChrysler UK. Next, on Monday, the Chrysler Group announced the launch of its single largest national sales programme ever, the so-called ‘Summer Sales Drive’.

By bcusack

Chrysler sales and marketing chief Jim Schroer reportedly left the company last Friday, replaced by Joe Eberhardt, until recently the chief of DaimlerChrysler UK.

Next, on Monday, the Chrysler Group announced the launch of its single largest national sales programme ever, the so-called ‘Summer Sales Drive’.

The three-month campaign starts on June 2 and runs until September 2. It’s an integrated marketing and promotion campaign consisting of more than two dozen new 30-second television ads, new radio spots, a new national print campaign, internet activation and promotions, all intended to put Chrysler Group’s mostly well-aged line-up of vehicles “top-of-mind among consumers”, according to a company statement. The campaign will cost approximately $US100 million.

“Over the next three months, we’re pulling out all the stops to break through the advertising clutter and gain a bigger share of voice in the marketplace,” said Chrysler global brand marketing vice-president George Murphy.

Added senior vice president sales Gary Dilts: “Our incentives are very competitive and will keep pace with our competitors. The overriding goal of the [campaign] is to increase consumer traffic [at dealers].”

The new print and broadcast ads created by BBDO Detroit will depict dealer environments.

Most incentives on Chrysler vehicles continue with deals such as zero percent finance or cash discounts of up to $4,500.

Two ad campaigns not related to the summer promotion will continue as previously scheduled: the Celine Dion Chrysler brand TV spots and a new print campaign supporting the launch of a ‘limited edition’ Jeep.

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