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GM rethinks advertising strategy

GM rethinks advertising strategy
Bryan Nesbitt, general manager of Cadillac poses with the XTS Platinum concept car at the 2010 North American International Auto Show at the COBO Center in Detroit, MI., January 12, 2010. UPI/Mark Cowan | License Photo

DETROIT, Jan. 19 (UPI) -- U.S. automaker General Motors Co. said it would "recalibrate" its advertising to appeal to a broader audience and get the best bang for its bucks.

GM has pulled advertising from high-profile events like the Super Bowl. Despite its financial struggles and a 15 percent cut in advertising in 2009, the company still ranked third in advertising spending last year, TNS Media Intelligence said.

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GM spent $2.23 billion on marketing in 2009, third behind Procter & Gamble and Verizon, The Detroit News reported Tuesday.

"It's not like we're pulling back our spending. We're trying to recalibrate and be more focused on bringing buyers into the fold," said GM's general director of media operations Steve Tihanyi.

Cadillac advertising, for example, will be placed in selective locations this year.

"Instead of carpet-bombing the nation with ads and wasting money reaching people who cannot afford the product ... this way we targeted super-specifically locations in which potential owners are located," Cadillac spokesman Nick Twork said.

In part, that means less Super Bowl advertising and more product placement during television shows watched by women, who have an influential role in 85 percent of new vehicle sales and buy 51 percent of all new cars, Road & Travel Magazine said.

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