Mazda also mailed a CD-ROM with music,movie reviews and interviews to people who requested more information while visiting the Protégé web site. The IMC program was extended to dealer showrooms bydeveloping point-of-purchase cubes that used the same imagery and tonality as thetelevision and print messages. This effective IMC plan worked well with protégé andshowed increase on sales by 33 % with increase of costumer perception on MAZDA asquality, reliability The advertising strategy for the MAZDA6 departed from the approach used for the
Protégé, as it involved what the company describes as a “more mature” effort that is
designed to position the car as a refined, sporty one Zoom Zoom line. TV spots and printads focused on attributes such as styling, performance and handling with each calling outmechanical features like zero-loss brake boosters, double-cone synchronizers and/or the car's double wishbone suspension. Promotion strategy spent heavily on IMC with 12% of their budget, Promotions were done in magazines, newspaper, they also had a deal with ESPN which includes advertising Mazda ESPN's various media such as, print , TV, radio and internet as well asin ESPN zone restaurant. It also integrates the Mazda6 into various promotions such as ESPN's "Pigskin Pick'Em" game. MAZDA6 also includes an extensive publicity ralations campaign, direct mail. and the use of interactive media such as online advertising CD-ROMs, with which model was named as 10 best cars in the year 2003