Oscars A Marketing Challenge This Year

On ABC’s telecast of the 84th Academy Awards on Feb. 26 Hyundai is sole auto sponsor. The company plans to air eight commercials during the event, targeting affluent consumers. The challenge will be that many may know nothing about the nominated films, or the directors and actors. At least four of Hyundai's new spots are movie-themed to promote the $60,000-plus Azera, which is also new to the U.S.

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