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Automotive Industry
Industry: Email Alert RSS FeedA Trillion Lire Here, A Trillion Lire There — It Adds Up - Brief Article
Automotive Industries, Oct, 1999
Fiat Auto SpA needs to sell plenty of little Puntos, and in a hurry. The Italian car maker will pump some $548 million over a year into global advertising to promote its new Punto and Lancia Lybra models. "We plan to spend a trillion lire on publicity -- that's a big figure, equivalent to the launch of a new model of important dimensions," says Fiat Auto CEO Roberto Testore.
COPYRIGHT 1999 Cahners Publishing Company
COPYRIGHT 2000 Gale Group
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