Cover Story
W ritten by Mary M Chapman
Celebrity Does Too
Automakers Partner With
Personalities To Move Metal
WITH MARKETING DOLLARS IN A VISE, AUTOMOTIVE MANUFACTURERS ARE
SCRAPRING ONE-SIZE-FITS-ALL STRATEGIES IN FAVOR OF AD CAMPAIGNS
THAT TARGET SPECIFIC CONSUMER GROUPS. WHEN GOING AFTER THE
URBAN MARKET, THAT INCREASINGLY MEANS TURNING TO BLACK CELEBS
FOR ENDORSEMENTS.