AbstractGeneral Motors Corporation achieved $186,800,000,000 in revenue for the year 2002. The internationally acclaimed automobile giant approaches the advertising efforts of its numerous brands on every imaginable front. From television, with over 10,000 commercials per week beamed to American households to magazines, newspapers to billboards, sporting events to concerts, game shows to reality shows and musical lyrics to monster trucks, General Motors Corporation spends $2.14 billion dollars on advertising and marketing definitely has the resources and ability to bring any of its products to the consumer forefront. GM's Hummer's H2, Chevy Trucks and the new Saturn VUE sport utility vehi ...view middle of the document...
Chevy Trucks - Like a rock. When you hear this phrase, one either thinks of Chevy Trucks or Bob Segar. This tag line has become synonymous with the Chevy Truck line. The consumer will continue to see this message 24/7/365 under the line's advertising umbrella (Ritter 2000). The line is advertised on mainstream television networks during primetime programming as well as almost every sporting event carried by broadcast or cable networks. The Chevy Truck Division obviously utilizes a "scatter" approach to their advertising by seemingly being in front of all of the potential consumers, all of the time (Fraleigh 2002). The line utilizes extensive newspaper, magazine and billboard advertising as well. The message to the consumer is to reinforce that Chevy Trucks are as American as apple pie. The theme is to reiterate that the trucks are tough and dependable while subliminally depicting a generational philosophy of sorts that states, "my grandfather and father owned a Chevy truck and by gosh, I will own one too!"Saturn VUE - "Saturn buys into "Survivor" TV Show and Web site" (Ad Age 2002). This is yet another way for General Motors to showcase one of its brands during prime time. The vehicle is also featured on MTV's Real World Battle of the Sexes (Ad Age 2002). The two examples provided reinforce Saturn's target demographic of 18-34 year olds. The SUV is priced affordably at $19,945 for the 4AWD and $23,295 for 6AWD (Saturn 2003). Saturn's "no hassle, no haggle" pricing policy was innovative at its inception. GM's market research indicates that the concept is working based upon customer satisfaction surveys (Saturn 2003). From the beginning, Saturn has advertised itself as a company that delivers solid value at a fair price. Their entry into the SUV market has provided positive results for Saturn by winning MotorWeek's 2002 Drivers Choice Award for Best Sport Utility Vehicle (MotorWeek 2002). These accolades have provided the consumer a basis of informat...
