If you have only one bullet in the gun...you'd better hit the densest part of the market with it. 5 million to promote the Charger would be as effective as using it for the PT Cruiser. Doubling Charger sales as a result of the worlds best ads....( a pretty good return on investment I'd say), would add about 1/4 of one unit to every dealer's sales.
How about...full line Chrysler promotion, "We're here to stay", "We have the products and warranties you want", "Look at how each of these vehicles are the one's you want and need", "This is how we are better than the competition". I just can't see spending all your ad dollars on one, older, very tiny bit of the market vehicle.
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