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DIRECT MARKETING;GOLD AWARD GALLERY

By Published on .

Agency: Wunderman Cato Johnson, Detroit

Advertiser: Ford Motor Co.

Campaign: "Young Adults Prospecting"

To find Generation X prospects, Ford, with Wunderman Cato Johnson, offered "Car & Truck Buying Made Easier," a Ford-sponsored auto buying guide, through direct-response TV spots on cable TV. The three-week program brought almost 16,000 responses-more than double the 7,500 projected.

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