DETROIT – General Motors is planning to continue the communications offensive that has become one of the cornerstones of the company’s corporate strategy ever since the “Keep America Rolling” campaign was launched back in the autumn of 2001 as the U.S. economy recovered from the aftershocks of 9/11. But GM hopes to get more ads for its money.
“Innovation, integration, and diversity, that what we’re all about,” said Roger Adams, General Motors’ director of corporate advertising. Thus GM’s new push will include spending on network television, print ads, the Internet, as well as heavy doses of event marketing and product placements in films and on television, Adams told a group of reporters over dinner recently.
“This is what people see. Some of it’s traditional advertising; some of it’s promotion; some is movies; some of it’s public relations activity,” said Adams. The campaigns will include more spending in minority communities that haven’t always been addressed directly by GM advertising as well as advertising and promotions with a large entertainment value, Adams said.
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