Midas International Corporation
225 N. Michigan Ave.
Chicago
Illinois
60601
USA
tel: (312)565-7500
fax: (800)621-4562
website: http://www.midas.com
BRAKE SERVICE PROMOTIONS Campaign
Overview
If there was anything for which Midas International Corporation was known, it was certainly… brakes? "We have spent $400 million since 1978 in advertising our brake service," Midas president and CEO John R. Moore said in 1996, "yet our [recognition] numbers are less than 50 percent. We need to change that." Around the same time, he told Adweek that in spite of all the money Midas invested in advertising—up to $50...
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