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Article: GM Certified focus: Web ads.(Remarketing)
- Article from:
- Automotive News
- Article date:
- May 28, 2007
CopyrightCOPYRIGHT 2007 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
General Motors' GM Certified used-vehicle brand is shifting more advertising spending to the Internet.
Larry Pryg, GM Certified's national advertising and marketing manager, said the brand now spends about 85 percent of its ad budget online. That's double the share it devoted to the Web in 2006, he says. Pryg would not disclose the brand's ad budget.
Paul Pejza, manager of GM Certified, says data from J.D. Power and Associates suggest that 54 percent of used-vehicle buyers do online research before they visit a dealership.
Said Pryg: "We still use print in certain applications, but this is where the customers ...