g its emphasis to one-to-one consumer marketing. Network and cable television are targeted by Ford Motor Media, a unit of J. Walter Thompson of Detroit. The luxury Ford products, including Lincoln, Jaguar, and Volvo, are being positioned in this new marketing environment as unique products capable of delivering additional value to customers willing to spend upwards of $25,000 for a new vehicle. Spot television, cable television, new outdoor initiatives, direct marketing, Internet and promotional events have been emphasized in this strategy (Irwin, 1999). Major Ford partners include Time Inc. and Hachette Filipacchi Magazines, which will provide the new Ford campaign with custom publishing, promotions, and Web site programs as well as traditional advertising (Irwin, 1999).
To reach the more affluent consumer, Ford is also using the resources of the Internet. Riedman and Halliday (2000) have pointed out that in the final months o
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