• Ad Age, Tuesday, April 15, 2008 10:16 AM

Acknowledging that consumers' attitudes toward Ford have "gone past skepticism to apathy," group VP-marketing and communications Jim Farley says that Ford is out to change that perception with its "Drive One" marketing blitz. The goal is to make believers--and buyers--out of Americans who aren't putting Ford on their lists.

According to a CNBC web survey of 609 respondents conducted after the first "Drive One" commercial ran on "American Idol" last week, 45% said they already liked Ford, Farley says. Another 20% said the commercial didn't change their minds about Ford, but another 20% said it did and 15% said it might. There's clearly a disconnect, Farley says, because Ford has only a 13% market share. The 45% who like Ford will be the "first and foremost" targets of the campaign.

The marketer will measure the campaign's performance on seven criteria, including building the Ford brand's image, improving customer consideration and increasing dealership traffic, according to John Felice, general marketing manager of Ford Division.

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