... , fun, and energetic brand. This new message was evident in the Janus Joplin advertisement, in the sponsoring of the Elton John concert in New York, and the sponsoring of professional tennis. In the summer of 2003 Mercedes Benz launched an marketing event in 16 cities across the United States to promote the new C- Class to younger buyers. The campaign gave potential ... buyers a chance to test drive the C-Class product line on courses that simulated real life driving conditions and gain information from current Mercedes Benz owners in attendance. Mercedes Benz also reaches out to potenti...

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• Grade Level: Undergraduate