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IRVINE, Calif.-The campaign that saved Mazda for Foote, Cone & Belding began Oct. 15 with a new tagline, "Passion for the road," and the weighty goals of turning around sales and building an image. The 30-second spots combine a brand-building message about Mazda Motor of America's "passion" with a hard product pitch about value, comparisons to rival makes and endorsements from car magazines.

To stretch the estimated $175 million to $200 million budget to compete with bigger rivals, Mazda and FCB, Santa Ana, Calif., will strive for consistency between Mazda ads and those of its dealer associations.

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