Mercedes breaks new-model ads

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Mercedes-Benz of North America, Montvale, N.J., broke a national TV campaign this week for its new models. The effort, which also includes national newspaper and radio advertising, is a continuation of the "value" ads launched regionally earlier this year. Spending was not disclosed. Lowe & Partners/SMS, New York, handles. For the second consecutive year, Mercedes is working with its dealers on a themed promotion to draw owners and prospects. The theme for this year's October promotion is "New Year's Eve." It includes a sweepstakes with prizes that include a Mercedes CLK320 cabriolet.

Copyright October 1998, Crain Communications Inc.

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