Toyota truck ads go for hard-core haulers

02/7/2007 | International Herald Tribune

Toyota is taking a page out of the Detroit advertising playbook by spotlighting the size, performance and ruggedness of its new full-size Tundra pickup. More than half of its $100 million-plus marketing budget for the Tundra campaign is being spent on events designed to influence U.S. truck buyers who have never tried a foreign brand.

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