• Ad Age, Brandweek , Tuesday, December 23, 2008 10:15 AM

Toyota hasn't said what impact its first-ever operating loss will have on marketing spend next year, Jean Halliday reports. Wes Brown, vp of industry consultant Iceology, expects cuts but says they won't be as drastic as those expected from Detroit automakers. Brown says Toyota will be among the first automakers to increase ad spending when Americans start buying new vehicles again.

Toyota Motor Sales USA cut spending in U.S. measured media by $55 million to $766 million in the first nine months of 2008 against the same period a year ago, according to TNS Media.

Meanwhile, the Japanese automaker is introducing the Venza -- the name is an amalgam of "venture" and "Monza," the Italian racecourse -- to the U.S. market, Brandweek's Todd Wasserman.

It's pitching the crossover as a model that could take the place of two cars. Toyota spokesperson Cindy Knight says the Venza is "70% car and 30% SUV" and fits between the Camry and the Highlander on Toyota's lineup. It starts around $26,000.

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