Reply #33: Yes, that's why they're spending $400 million on advertising for 2 trucks [View All]

[hatrack]

A one-month downward hiccup in gasoline prices, and stupidity explodes out of Detroit likes spores from a puffball mushroom. Whatever happens next (and I suspect it will be something bad), GM deserves it.

DETROIT -- General Motors has earmarked nearly $400 million for the launches of its critical GMC Sierra and Chevrolet Silverado pickups.

The big-budget campaign will break in October during World Series telecasts and National Football League programs, a few weeks before the trucks arrive in showrooms. The Silverado commercials are likely to feature music by rocker John Mellencamp, informed sources say.

Sources close to the campaign estimate that GMC and Chevrolet will spend more than one-third of their marketing budgets on this campaign. If the two brands' overall marketing budget this year is about the same as last year's, that would mean Chevrolet will spend $292 million to launch the 2007 Silverado and GMC about $100 million to launch the 2007 Sierra.

Although GM did not disclose this year's marketing budget, GMC marketing director Steve Rosenblum calls it "the largest integrated marketing campaign we've launched to date." Likewise, Chevrolet General Manager Ed Peper says the Silverado campaign will be "a very, very big part of our advertising budget." The big pickups are a big part of GM's business, accounting for more than one of five GM vehicles sold in the United States. Last year, the company sold 705,980 Chevy Silverados and 229,488 Sierras.

EDIT

http://www.autoweek.com/apps/pbcs.dll/article?AID=/20060911/FREE/60911001/1041/TOC01ARCHIVE