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Article: GM Certified ads promise 'No worries'.(Marketing)(General Motors )
- Article from:
- Automotive News
- Article date:
- June 6, 2005
- Author:
CopyrightCOPYRIGHT 2005 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: Arlena Sawyers
The tag line of a new marketing campaign for certified used General Motors vehicles promises: "No worries.''
The print and Internet campaign for the GM Certified brand begins June 13. It focuses on unpleasant experiences associated with used-vehicle ownership. Ads that resemble grade school flash cards depict such mishaps as mechanical breakdowns and oil leaks.
Consumers can avoid these headaches, the campaign suggests, by buying GM Certified cars and trucks. GM Certified vehicles have limited factory warranties and are inspected before they are sold.
J. Schaffer, GM Certified's national advertising and marketing ...