TITLE

GM uses regional share to set spending

AUTHOR(S)
Halliday, Jean
PUB. DATE
May 1999
SOURCE
Advertising Age;5/10/1999, Vol. 70 Issue 10, p62
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the decision of General Motors Corp. (GM) to devise a three-level rating to help schedule advertising spending under its regional program that began on April 1, 1999. The regional ratings, based on the company's total U.S. market share, are above average and below average, average according to two GM managers. Since April 1, GM has been spending the bulk of regional advertising dollars in the above-average markets to advertise high-volume brands. Before the change, which eliminated the company's regional dealer advertising associations, retailers were concerned that regional advertising dollars would move to areas in which GM was trying to increase its market share.
ACCESSION #
1870764

 

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics