Dave Illingworth, Toyota division's senior VP-general manager, declined to be specific about spending, but cited product launches as the reason for the increase.
Coming this summer is Toyota's new Solara coupe; in spring 1999, Toyota expects to start marketing its T150 full-size pickup, its first entry into the segment.
USING `EVERYDAY' THEME
All products will fall under the carmaker's current "Everyday" branding campaign, which made its debut last fall.
"We feel it's our first brand campaign," Mr. Illingworth said, who said he considered the previous tagline "Oh, what a feeling" as "more of an advertising line."
Toyota is preparing new ad executions for its Corolla car and new Sienna minivan for the spring selling season, said Mike Bevan, national advertising manager. Those are expected to break next month.
Saatchi & Saatchi Pacific, Torrance, Calif., is the Toyota agency.
The marketer also is breaking what it calls an eight-page "power unit" in seven Time Inc. magazines. The buy is Toyota's largest single-piece print effort, Mr. Bevan said.
The ads show Corolla, Sienna, Camry and Avalon in a day-in-the-life scenario from dawn to evening using poetry-style copy.
IN MARCH MAGAZINES
The power unit will be in March monthlies, including Life and Money, plus this week's weeklies, including People and Time.
It includes a four-page gatefold, center spread and inside back and outside back covers.
Toyota did a similar eight-page print effort for Camry in the spring of '97. But Mr. Bevan said this year's execution integrates the brand campaign more with the vehicles.