Considering Kia and market share could their ad campaign be considered a failure based on the ranking of No. 20? The consensus on Kia was that its ad campaign was a success based on their campaign goals and the steps taken to reach that goal. Kia's ad campaign goals were to increase awareness of their vehicles, which would increase sales, and finally increase market share, this being an ultimate goal. Kia posted record sales of 223,726 units for calendar year 2001, representing a 39 percent increase from a record sales of 160,606 units in 2000 (www.kia.com). "We're No.1 in terms of industry growth", says Dick Macedo, executive vice president of marketing and sales (www.aiada.org)…
