Are Shorter Television Commercials the Key to Increasing the Awareness of the Saturn Brand?

Saturn may have found a creative way to build brand awareness without breaking the bank: air shorter television commercials. Recently, folks have reported seeing an increase of Saturn commercials on television. There's one ad in particular for the 2009 Aura that's been getting a lot of play.

What makes it different from past Aura commercials?

This 10-15 second spot is short and to the point. Best of all, I've seen the ad several times on different television channels. It's nice to see Saturn increase it's advertising presence on TV. Despite the ad being shorter than the typical 30- or 60-second commercial, it is just as effective.

Shorter ads are a great idea, and they should be applied across the entire Saturn lineup. While I'd like to see GM boost Saturn's advertising budget, that's unlikely given the difficult economic climate and the delicate state General Motors is in today. I'm glad that Saturn is thinking outside the box, looking for ways to maximize the limited resources it has to spend on advertising. These shorter commercials should let Saturn run ads with more repetition, a feat that will ultimately help accomplish what Saturn has been trying to do for a very long time: spread the word about Saturn's new, exciting lineup of fuel efficient cars and crossover vehicles.

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