Ottaway Communications, Inc.
GM cuts $600M off ad spend-yes, really
By Jean Halliday
jhalliday@crain.com
GM slashed ad spending by more than $600 million last year, a drop so stunning it should convince even the staunchiest doubters that the age of mass-media marketing is going the way of the horse and buggy.
Whether the cut was as large as the 23.6% indicated by TNS Media Intelligence figures or closer to the 10% estimated by GM, the fact is that the country’s second-largest advertiser is demonstrating a shift toward channels such as direct marketing, websites, online video event marketing, branded entertainment and internet advertising, which are harder to track than they other major media channels.
See full article at AdAge.com, Feb 12, 2007, p.1