Chrysler opens direct mail push

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Chrysler Corp., Auburn Hills., Mich., starts a 6 million-unit direct mail drop this week to its current owners touting a new Owner's Bonus incentive program announced April 24. Ross Roy Communications, Bloomfield Hills, Mich., is handling. Chrysler advertised the program April 26 in 75 Sunday newspapers in 40 markets. Bozell Worldwide, Southfield, Mich., handled. The program offers owners of Chrysler Corp. vehicles an additional $500 to $1,000 savings if they buy a new Chrysler Corp. product. General Motors Corp. and Ford Motor Co. announced similar incentives last week.

Copyright April 1998, Crain Communications Inc.

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