AutoGuide News Blog
The AutoGuide News Blog is your source for breaking stories from the auto industry. Delivering news immediately, the AutoGuide Blog is constantly updated with the latest information, photos and video from manufacturers, auto shows, the aftermarket and professional racing.
Out of all the automakers, it probably isn’t surprising that two of the volume leaders spend the most money when it comes to advertising.
General Motors and Toyota ranked fourth and six respectively in Advertising Age‘s latest annual media report, which factors in the total amount of dollars companies spend on promotion. Volkswagen, the other big auto heavyweight, ranked 12th on the list, followed by Fiat/Chrysler (13th).
GM spent some $3.59 billion on advertising last year, an increase of some 11 percent compared with 2009, while Toyota put aside some $2.86 billion. By contrast, Hyundai and Kia, considered to be rising stars in the sector, spent just 776 million and $1.26 billion even though both totals represented increases over previous years.
In terms of the actual biggest spenders in the advertising game, period, Procter and Gamble was ranked number one ($11.43 billion) followed by Unilever ($6.62 billion) and L’Oreal ($4.98 billion).
Industry trade publication Advertising Age has named Ford it’s 2010 Marketer Of The Year, a prestigious honor that was previously won by companies like Apple, Nintendo and JetBlue.
Ford was recognized for its innovative marketing campaigns, such as the Fiesta Movement program, which leveraged social networks and word-of-mouth advertising, as well as its new commercials with pitchman Mike Rowe, a Discovery channel television host. While the article credits many members of the Ford team, Jim Farley, Ford’s VP for Global Marketing Sales and Service, was singled out for the spotlight.
Ford joins Hyundai, Volkswagen and Toyota as recent auto industry winners of the Marketer of the Year award.
[Source: Advertising Age]