Mercedes takes local money for national TV

摘要

Media strategy is opposite of rival BMW. Mercedes-Benz USA LLC will stage an unprecedented $100 million TV blitz this year with at least six new commercials, primarily for the C-class sedan and M-class SUV. Steven Cannon, vice president of marketing, says Mercedes will shift the money from local dealer marketing. The push is necessary to win TV viewers' attention, he says. "There is just so much TV advertising out there, and we have to tell our story in compelling ways," says Cannon.