Advertising Campaigns: Dodge

A new ad campaign for the 2006 Dodge Ram 1500 was launched by GlobalHue. Print ads will run in the November editions of People en Espanol, Sports Illustrated en Espanol and Men's Health en Espanol. The TV spots are titled "House," "La Promesa," "Diner" and "Rescue." The first one to be broadcast will be an intro 30-sec spot. The TV ads will run in top Hispanic markets on Galavision, Telemundo and Univision.

Dodge Charger

Earlier this year, Dodge, a subsidiary of Chrysler Corp., advertised its 2006 Dodge Charger. Hispanic Print advertising was introduced in July and included three two-page spreads that appeared in a variety of publications including automotive, men's, sports, technology, music and outdoor adventure. In addition to traditional advertising, Dodge made online initiatives, and events with a strong focus on entertainment and relationship marketing.

With a U.S. market share of seven percent, Dodge is the fifth-largest nameplate in the United States and the eighth largest nameplate in the automotive industry. In 2004, Dodge sold more than 1.4 million vehicles in the global market. Dodge continues to lead the minivan market segment with a 20 percent market share in the United States. In the truck market, Dodge has an 18 percent market share. In the car market, Dodge has a 4.5 percent market share.