Ford Marketers Promote New Taurus Design

Ford freshens Taurus� ad image

FORD MARKETERS are trying to alter prevailing impressions of the Taurus as cheap, no-frills transportation. They want people to take another look at the vehicle based on its quieter ride and �simple luxury� improvements like wood paneling and softer seat leather. Ford will tout the vehicle in television commercials on widely viewed programs such as NBC�s �Friends� and CBS�s �Everybody Loves Raymond,� and in magazines such as Time and Newsweek.

The ad work, by WPP Group PLC�s J. Walter Thompson, is Ford�s first national campaign for the car in two years. Ford had been spreading out the majority of the Taurus ad dollars among regional dealer groups.

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