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Isuzu ad strategy shifts from image to hard-sell.

Publication: Automotive News
Publication Date: 03-FEB-03
Format: Online - approximately 550 words
Delivery: Immediate Online Access
Full Article Title: Isuzu ad strategy shifts from image to hard-sell.(Marketing)(American Isuzu Motors Inc.)

Article Excerpt
Byline: Julie Cantwell

American Isuzu Motors Inc. is launching its retail advertising strategy with the Ascender, the Trooper replacement.

The company will spend up to $30 million on media this year, down slightly from 2002, said Isuzu Motors America President Terry Maloney. It's a far cry from the $137 million Isuzu spent in 1998, according to Competitive Media Reporting in New York.

Isuzu's new ad agency, Malone Advertising in Akron, Ohio, created the campaign for the SUV lineup. Ads ask, ``Why...

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