Mazda is bringing a new expression to the lexicon of automobileadvertising. It's "kansei engineering" and it relates to the"touchy-feely" reasons that people choose cars.
Mazda Motors of America, based in Irvine, Calif., already has ahit on its hands this summer with the MX-5 Miata sports car, whichinterested buyers are having trouble getting at any price. But inpreparation for the rest of its 1990 model introductions, Mazda isturning to image advertising for the first time, pursuing a consumerwho cares about things other than how much cars cost.
The auto importer experienced a sales decline in 1987 and onlyslightly improved in 1988. George McCabe, the company's …
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