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Ford Plans to Increase Media Presence

Posted: 09/30/2009 - 2:19 PM ET

In the next six months the Ford Motor Co. will amplify its current marketing and advertising campaign to maintain and build momentum behind its existing vehicle lineup.

In an interview with Automotive News Jim Farley, Ford marketing chief said, "We have a new lineup, and people have been driving those products, the Tauruses, the F-150s, the Flexes, for a year now or more in some cases. And it's our chance to tell people what they think about the products on the road."

"Our competitors are having to do this because they lost share or they've got to regain confidence," he added. "We're in a completely different place in the sense that people are interested in Ford, and so our job is to educate them more."

Ford has the distinction of being the only U.S. automaker that has avoided bankruptcy proceedings in the dramatic downturn of the automotive market. The new ads are intended to keep the public watching Ford's success until it debuts the 2011 Ford Fiesta, a small car on which the company is placing big hopes.

The news ads will carry the Ford tagline, "Drive One," but beyond that, Farley did not disclose any details about the campaign's content. He did say the ramped up media presence would begin in the fourth quarter of 2009 and continue into the first quarter of 2010.

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