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August 29, 2006

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This is a great sign. I wish more brands would be brave enough to believe that not all launches have to revolve around a big TV ad.

John Bell

Auto manufacturers are caught in a viscious cycle of advertising and I would love to see it broken by efforts like these. The old John Wanamaker line that only 50% of advertising is effective we just don't know which half? Well I clock car advertising at 20% effective - maybe. Where's my science? I stake my own "blink"-like perception against any research. If anyone - say Ford - thinks they are going to do anything but grind themselves into the ground with undifferentiated cars pushed via TV ads, they are nuts. Shopping for cars is all on the Web. Cars look the same. The brands in the middle don't mean very much. Save money from TV and do some cool online.

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