GM’s general manager of vehicle brand marketing and corporate advertising, John Middlebrook said, Traditional marketing has been coming down as we increase the Internet. He added, We’re going to do more with CRM and direct mail. Traditional marketing will continue to go down.
GM spends $3.2 million on online advertising, and spent $1.86 billion on television, magazine, outdoor and radio advertising in 2002. However internet ad spending would have to increase greatly to account for more than a pittance of GM’s budget.
The company is also shifting dollars from broadcast network television to cable, and mass magazines to vertical titles.
CJ Fraleigh, GM’s executive director of corporate advertising and marketing said, There are some magazines you can run the same ad, and it’s got a lot more effect than another ad because of how people consume that magazine, and the same is true for a Web site and a TV program.
