The first ads will appear on national network radio with a 30-second spot from WPP Group's J. Walter Thompson USA, Detroit. The radio buy by JWT's Ford Motor Media, Detroit, includes Casey Kasem's Top 40, MTV/VH1 and sports programming. A 60-second spot will air regionally.
Single-page print ads will arrive in the May issues of business, lifestyle, parenting and automotive magazines, among others. The print ads all ask "The difference between new or used?" The answer in the Mustang coupe ads appears on its windshield: "More like pre-worshipped."
Ford's new Web site explains the inspection process for pre-owned vehicles and identifies more than 655 participating Ford dealers. Ford said it expects more than 40% of its 4,100 dealers will sign up for the program by year's end. -- Jean Halliday
Copyright April 2001, Crain Communications Inc.