GM & U Campaign. Stephen BurkeMetta Chaphiv Jennifer HaysTimothy Ipsaro November 17 th , 2009 Integrated Marketing Communications. Introduction. Objectives Increase General Motors (GM) reach to college student demographic
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GM & U Campaign
Stephen BurkeMetta Chaphiv
Jennifer HaysTimothy Ipsaro
November 17th, 2009
Integrated Marketing Communications
1Provided by Government Census Bureau.
Readership are entry-level professionals, business students
Survey revealed 10% of our participants read BusinessWeek; publication with the highest number of readers
Readers are known to be web-savvy (68%)2
2Provided by BusinessWeek’s Media Kit.
Valuable outlet to those who may be skeptical or have unfavorable attitudes towards GM products
Favor high-tech vehicles; feature GM’s emphasized efforts in fuel efficient technology would provide GM with more credibility
Create hype about the Chevy Volt (2010)
predicted to be the true mass electric option
3Provided by WIRED’s Media Kit (Conde Nast Publications).
Top programs: Burn Notice, House, Entourage, Family Guy
Current vehicle owners, 75% of them participate in outdoor-oriented activities
Ad: 30 seconds, montage of active, young individuals participating in outdoor-oriented activities, b&w with color GM vehicles narratives relay phrases like, “strength,” “endurance,” etc.
4“Analysis: Prime Network TV Ad Cost Dives in Q3” by Steve McClellan; 6“TV Ratings – Syndication.” Nielsen.
As a result of young and internet savvy target market, social networking is a powerful form communication. According to a survey done by internetnews.com “75 percent of adults aged 18 to 24 were social networking users, compared to just 7 percent of adults 65 years and older.”
7 “More Adults Jump Into Social Networking” by Judy Mottl
Thank you for your time and attention.
Stephen BurkeJennifer Hays
"Business Week Media Kit PDFs." BusinessWeek. 2008. 7 November 2009. <http://mediakit.businessweek.com/PDF/>.
"Circulation / Demographics - WIRED." Conde Nast Media Kit. Conde Nast Publications. March 2009. 7 November 2009. <http://www.condenastmediakit.com/wir/circulation.cfm>.
GM & U Marketing Challenge. General Motors. [no date specified]. 1 September 2009. <www.edventurepartners.com/GMcase>.
McClellan, Steve. "Analysis: Prime Network TV Ad Cost Dives in Q3." Mediaweek. 27 October 2009. 7 November 2009. <http://www.mediaweek.com/mw/content_display/news/media-agencies-research/e3icf13d4806aba58deaf770b64f4c9058b>.
"TV Ratings - Syndication." Nielsen. 19 October 2009. 7 November 2009. <http://en-us.nielsen.com/rankings/insights/rankings/television>.