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Marketing Daily, August 12, 2008 — Toyota has launched a new TV, print and online campaign that promotes the brand as the future of green, safe and humane mobility.
New Yorker, May 13, 2008 — In the current atmosphere of economic tumult, the announcement that Toyota sold a hundred and sixty thousand more cars than General Motors in the first three months of this year might seem like a minor news item. But it may very well signal the end of one of the most remarkable runs in business history. For seventy-seven years, in good times and bad, G.M. has sold more cars annually than any other company in the world.
Advertising Age, April 2, 2008 — Philips launched EarthLight, an energy-efficient compact fluorescent light bulb, in 1994. The bulb had a clumsy shape that was incompatible with most conventional lamps, a confusing package and a price tag of $15 compared to 75 cents for incandescent bulbs. Sales languished. Although it was well intended, the environmental positioning of the EarthLight appealed to only the greenest of consumers.
To be successful, green marketing must satisfy two objectives: improved environmental quality and customer satisfaction. Misjudging either or overemphasizing the former at the expense of the latter — as Philips did with the EarthLight — can be called "green marketing myopia."
MarketingVox, October 17, 2007 — Instead of buying ad space on big portals, is Toyota targeting local newspapers, TV station sites and even video games. The roadblock campaign for Toyota's 2008 Highlander was run on Monday, hitting the homepages of 130 local newspapers and TV stations.
New York Times, October 8, 2007 — AMONG other new features, the new Toyota Yaris has a giant tentacle that reaches out of its roof to shoot enemies as it races through a futuristic tunnel, sometimes within inches of soaring fireballs. The tentacle is not standard on the new models: this Yaris car was devised by a video game company rather than automobile engineers.
Advertising Age, October 2, 2007 — NEW YORK (AdAge.com) — When the new issue of TV Guide reaches newsstands Oct. 4, readers will find a 16-page booklet devoted to Fox's "Prison Break" series inside, including a pair of ad spreads capitalizing on a plot point to sell the Toyota Yaris.
The ads are the latest examples of advertising designed to break out by leveraging one brand to promote another — and the creative contributions from magazine publishers that once came exclusively from ad agencies.
Prophet, September 14, 2007 — In this article that appeared originally in the Wall Street Journal, Dave Aaker argues that to win market share, don’t try to influence what brand of product people buy. Change how they use the product in the first place.
Brandweek, September 3, 2007 — When bloggers write smack about Toyota, Bruce Ertmann is there to read every word and, in some cases, respond. As corporate manager of consumer-generated media at the Torrance, Calif.-based automaker, Ertmann constantly trolls the Web to see what people are saying. This includes both the gray anonymity or the way-too-public blogger world, and not just the good and the bad, but also the ugly. Although other car companies also have people who track and write blogs, Ertmann's title is believed to be the first in the U.S. auto trade.
MediaPost Publications, April 24, 2007 — SCION, TOYOTA MOTOR SALES U.S.A.'S brand founded in 2003 to appeal to Generation Y consumers, has 80% name recognition among young buyers, according to Cisco's Internet Business Solutions Group (IBSG)'s second annual e-commerce survey, putting it ahead of other, well-established branded online retailers Sears, Target, Macys, Best Buy and Amazon.com.
USA Today, April 10, 2007 — Problem: TV watchers don't want their shows interrupted by ads. Solution: Make the show the ad. That's one approach being used by marketers as they try to keep consumers' attention. Gillette is producing an ABC prime-time reality series starring the group of NASCAR drivers — dubbed the "Young Guns" — who are featured in its TV ads and online.
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