Ford's Drive One Campaign: PR tactics and strategies

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On June 16, 1903, Henry Ford established the Ford Motor Company in Dearborn, Michigan (Wikipedia). Ford made history and revolutionized the manufacturing industry by introducing engineered manufacturing sequences by mobile assembly lines, which was later dubbed “Fordism” (Wikipedia). The company grew to mass produce an array of products including cars, trucks, SUVs, and tractors. It seemed that Ford had solidified its reputation and place as a leading, car manufacturer. However, in this fast-paced, innovative world, no company is safe from competition. In 2007, Ford became the third-ranked automaker in U.S. sales, falling from the second-place automaker ranking for the first time in 56 years (Wikipedia). Ironically, one year later, Ford is reaching out to their consumers, employees, dealers, and retirees with their “Drive One” campaign. The “Drive One” campaign is seeking to educate their audience, change their attitude and encourage behavior. These objectives can be exhibited in the KAB Model: knowledge, attitude and behavior. Ford has aimed to educate their audience on their growing technology and commitment to the environment and safety. They would like the attitudes of their consumers to reflect their new knowledge of the company and for them to believe that Ford is a responsible, reputable company that manufactures safe products for their consumers and the environment. As a result, Ford hopes for a change in their behavior: to buy Ford products. The company will be running one 60-second and five 30-second ads on “American Idol,” “Oprah’s Big Give,” and “Extreme Makeover: Home Edition,” starting this week and will run throughout the summer (Greenberg). I feel that Ford’s target audience for this campaign is women. These are three of the most popular television shows for female audiences right now. Furthermore, one of the primary objectives is to

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