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I agree with respect to advertising - it's crucial to building a brand image and has to be effective in reaching the max sweet spot of prospective buyers.
I think Subaru for one has done a great job with their marketing and RAM seems to have effective ads as well for the need to be perceived as macho buyer.
I've recently seen some Chevrolet ads where they are showing images a guy standing next to a car then next to a truck and I think women expressing that the guy looks better or sexier alongside of the truck. I'm thinking of buying a truck now....... a Chevy of course.
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