Lexus Sharpens Ad Strategy
Lexus is going to be "always on" starting next year, when it comes to advertising media strategy per Jeff Bracken, Lexus Division general manager. That's a change from it's usual strategy of cycling in and out every two weeks. The point is to help dealers keep a dog in the fight on the local level. Lexus dealer advertising associations — there are 110 of them — had to place individual "dealer tags" for all 233 retailers at the ends of the spots. That meant delays. Now "See your local Lexus dealer" will tag the end of some spots.