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Old 04-11-2008, 12:36 PM   #1
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Question Y no advertising?

Izzit me, or does anybody else notice this?

I have yet to see an Astra ad on TV or in newspapers.

The latest Saturn commericials provided by local dealers here in NE Ohio taut the "newly redesigned Vue" and the NA COTY: the Aura. But nothing is mentioned of the Astra.
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Old 04-11-2008, 12:40 PM   #2
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Default Re: Y no advertising?

I'll tell you why there is no advertising for the Astra..

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Old 04-11-2008, 12:54 PM   #3
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Default Re: Y no advertising?

It is shown in passing in a TV spot I've seen that plugs the "all new Saturn" notion more than any particular car.

My Sports Illustrated a few weeks back had an advertising insert for the whole Saturn line with a page or so for each model, including the Astra. There was a similar thing in one of the car magazines I saw at the doctor's office recently, as well.
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Old 04-11-2008, 02:41 PM   #4
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Default Re: Y no advertising?

they say they lose money on each on they sell. more profitable to sell it in europe with the weak dollar. why advertise to lose money?
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Old 04-11-2008, 04:08 PM   #5
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Default Re: Y no advertising?

Quote:
Originally Posted by onefunkar View Post
they say they lose money on each on they sell. more profitable to sell it in europe with the weak dollar. why advertise to lose money?
Then why build one to lose money?

To the original post, yes, I've also noticed very little advertising for such a nice car. The only TV ads I've seen involved Saturn as a whole and just showed the Astra in passing.

I'm not a marketing expert by any means, but it sure seems like GM has little knowledge of how to correctly market a car--especially if it says "Saturn" on it.
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Old 04-11-2008, 05:13 PM   #6
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Default Re: Y no advertising?

Quote:
Originally Posted by ftruscot View Post
It is shown in passing in a TV spot I've seen that plugs the "all new Saturn" notion more than any particular car.
When it is shown without identifying the vehicle, I call that "piss-poor advertising."

Sure, all of us here know the little vehicle in the ad is an Astra, but the general public doesn't know that. That's too much assumption on the ad's part. A good ad should clear and concise, without any ambiguity. When you get done viewing the commercial, you should know exactly what is advertised without any guesswork.

There should be a seperate commericial in it's own right for the car.

I do agree with you about the car magazine ad. It delivers the news.
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Old 04-11-2008, 06:50 PM   #7
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Default Re: Y no advertising?

Quote:
The latest Saturn commericials provided by local dealers
Most local and regional ad consortiums try to stay away from simply advertising a single model and stick to the entire brand. Their market research suggests that spending the whole bundle on the brand is better than attempting to spread the money (often too thinly) amongst the individual models.

Even at the national advertising level, very few models get their own ad campaign. Really, it's limited to certain high volume vehicles (Malibu, full-size trucks), brand halo vehicles (CTS), and, somtimes, special awards (North American Car of the Year, Motor Trend Truck of the Year).

There are alot of models that never see any television ad dollars. When was the last time you saw an ad for a Chevrolet Impala (by far Chevrolet's best seller) or Corvette (Chevrolet's halo)? Can't remember? That's because neither one requires television ads to make sales or create interest. Other automakers are the same way. You may see a single ad for a new Camry or Accord on a new launch year, but that's about it.

I can understand what GM is doing with the Astra. The volume simply isn't there to warrent it's own television ad campaign. Nothing in the Saturn line-up can. In the case of the Astra, GM knows their target sales numbers and they know how many vehicles Antwerp can pump out for the North American market. If GM is expecting to sell every vehicle Antwerp is making without running a television ad campaign, why spend the money? There is already a good buzz going about the car in the media and GM did do alot of ride-and-drive events early in the launch. Saturn also seems to be spending a bit more in the virtual marketing area, with the Astra getting its own micro-site and a couple Podcasts.

On top of all this, television advertising is a dying medium. In a world of DVRs, less and less people are watching commercials. Television is also incredibly expensive for the amount of exposure. Sinking large amounts of ad dollars into a campaign that many people are simply going to FF through is beginning to sound less appealing to many advertisers, not just the auto industry.
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Old 04-11-2008, 11:22 PM   #8
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Default Re: Y no advertising?

MrGP:
I like your explanation.
You provide some valid points.

Particularly: " If GM is expecting to sell every vehicle Antwerp is making without running a television ad campaign, why spend the money? "

However:

"When was the last time you saw an ad for a Chevrolet Impala (by far Chevrolet's best seller) or Corvette (Chevrolet's halo)? Can't remember? That's because neither one requires television ads to make sales or create interest. Other automakers are the same way. You may see a single ad for a new Camry or Accord on a new launch year, but that's about it."

You have to remember the Impala & Corvette are established models of an established brand. The both of these name have been on this planet for a total over 100 years. Saturn and the Astra model name haven't been around for perhaps, a dozen years total. One would think a new model from a fairly recent company would deserve more ad time.

Dontcha think....
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Old 04-12-2008, 09:01 AM   #9
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Information Re: Y no advertising?

From what I hear, Saturn will have a new advertising campaign launching later this month.

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Old 04-12-2008, 09:35 AM   #10
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Default Re: Y no advertising?

Quote:
Originally Posted by tackepj View Post
Then why build one to lose money?
To keep the plant at capacity. That way they don't have to lay anyone off.
They're also hoping that you go in to look at an Astra, but buy an Aura or VUE.
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Old 04-12-2008, 02:06 PM   #11
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Default Re: Y no advertising?

Quote:
Originally Posted by Charlie View Post
From what I hear, Saturn will have a new advertising campaign launching later this month.

Charlie
I guess that makes sense. Now that I have prowled nearly all of the Saturn dealerships from Pittsburg to Chicago and Saginaw to Cincinnati, I see that not all of them have a decent stock of Astras yet. I spotted two that don't have any XRs listed. Dealers order their stock, so it looks like some of the smaller dealerships may not have spent much money to order lot stock. Might be tough if you draw people into a dealership and they don't have much to show.
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Old 04-15-2008, 07:59 PM   #12
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Default Re: Y no advertising?

This is a very interesting thread.

The small cars are not very profitable for automakers. On the other hand, I'm hearing talk of $4 a gallon gas this summer. This is the time to market small vehicles. Ford has done some pretty heavy advertising of their newly designed Focus with the "swap my car" campaign and Microsoft Sync. I just heard on the news today that Ford is increasing production of the car because it is selling so well. Personally, I think the Astra looks way better than the new Focus. The Astra has the potential to be a top seller but it's all about marketing and advertising.
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Old 04-15-2008, 11:00 PM   #13
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Default Re: Y no advertising?

Quote:
Originally Posted by jita1 View Post
This is a very interesting thread.

The small cars are not very profitable for automakers. On the other hand, I'm hearing talk of $4 a gallon gas this summer. This is the time to market small vehicles. Ford has done some pretty heavy advertising of their newly designed Focus with the "swap my car" campaign and Microsoft Sync. I just heard on the news today that Ford is increasing production of the car because it is selling so well. Personally, I think the Astra looks way better than the new Focus. The Astra has the potential to be a top seller but it's all about marketing and advertising.
i test drove the new 4 door Focus fully loaded and i did not like it... it handling was so so, the traction control system was crap on and off, the stereo and AC controls all looked the same and on some things i had to reach to get to... then the display was this little 2 line thing that you could hardly see deep at the top of the dash ..... heck the hole dash i thought was a BIG cluttered mess ....don't even get me started on Microsoft Sync. because right now i don't have the time to get into it right now......the blind spot in the back drivers side was like you better put the window down and stick your head out..... my 98 4door escort handles better than the Focus

i just can't wate till i have the cash to put down a nice down payment this fall early winter on my astra
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Old 04-15-2008, 11:13 PM   #14
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Default Re: Y no advertising?

Quote:
Originally Posted by teckman02 View Post
i test drove the new 4 door Focus fully loaded and i did not like it... it handling was so so, the traction control system was crap on and off, the stereo and AC controls all looked the same and on some things i had to reach to get to... then the display was this little 2 line thing that you could hardly see deep at the top of the dash ..... heck the hole dash i thought was a BIG cluttered mess ....don't even get me started on Microsoft Sync. because right now i don't have the time to get into it right now......the blind spot in the back drivers side was like you better put the window down and stick your head out..... my 98 4door escort handles better than the Focus

i just can't wate till i have the cash to put down a nice down payment this fall early winter on my astra
Not to mention its ugly as butt outside.. The front end of it..Yuck
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Old 04-15-2008, 11:28 PM   #15
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Default Re: Y no advertising?

Quote:
Originally Posted by unkle bik View Post
Izzit me, or does anybody else notice this?

I have yet to see an Astra ad on TV or in newspapers.

The latest Saturn commericials provided by local dealers here in NE Ohio taut the "newly redesigned Vue" and the NA COTY: the Aura. But nothing is mentioned of the Astra.
there's a TV ad running here "yeah that's a Saturn". it has folks going into a Saturn retailer looking for the Saturn. They didn't recognize the Astra, Aura, Sky, and VUE. also there are Saturn ASTRA ads in Car and Driver, Automobile, and Road and Track magazine. I pass by 2 or 3 Astra billboards on the way to work every morning and the way home.
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Old 04-16-2008, 08:15 AM   #16
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Default Re: Y no advertising?

Quote:
Originally Posted by teckman02 View Post
i test drove the new 4 door Focus fully loaded and i did not like it... it handling was so so, the traction control system was crap on and off, the stereo and AC controls all looked the same and on some things i had to reach to get to... then the display was this little 2 line thing that you could hardly see deep at the top of the dash ..... heck the hole dash i thought was a BIG cluttered mess ....don't even get me started on Microsoft Sync. because right now i don't have the time to get into it right now......the blind spot in the back drivers side was like you better put the window down and stick your head out..... my 98 4door escort handles better than the Focus

i just can't wate till i have the cash to put down a nice down payment this fall early winter on my astra
Hey fellow Detroiter,

I hear ya. When I was looking at getting into another Ford, I didn't have any interest in the Focus. I liked the older models but this one is just plain ugly. It's selling like hotcakes though. Again, it's about marketing and advertising.
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Last edited by jita1; 04-16-2008 at 08:21 AM.
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Old 04-16-2008, 08:20 AM   #17
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Default Re: Y no advertising?

Quote:
Originally Posted by eRic 02sc2 View Post
there's a TV ad running here "yeah that's a Saturn". it has folks going into a Saturn retailer looking for the Saturn. They didn't recognize the Astra, Aura, Sky, and VUE. also there are Saturn ASTRA ads in Car and Driver, Automobile, and Road and Track magazine. I pass by 2 or 3 Astra billboards on the way to work every morning and the way home.

Are you referring to the one where the guy walks in, sees the cars and then goes back outside to check the sign, and then comes back in? That's a pretty good ad. It's funny because when I first saw the Aura, I asked myself "That's a Saturn?". I told my salesman about that when I was taking delivery and he said "Yeah, we get that a lot". Didn't know he was quoting the commercial..lol.
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Old 04-16-2008, 10:51 PM   #18
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Default Re: Y no advertising?

Quote:
Originally Posted by jita1 View Post
Are you referring to the one where the guy walks in, sees the cars and then goes back outside to check the sign, and then comes back in? That's a pretty good ad. It's funny because when I first saw the Aura, I asked myself "That's a Saturn?". I told my salesman about that when I was taking delivery and he said "Yeah, we get that a lot". Didn't know he was quoting the commercial..lol.
that's the one. it's funny because the new Saturn is an Opel with a Saturn badge.
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Old 04-17-2008, 01:22 AM   #19
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Default Re: Y no advertising?

My mom just got a postcard sized mailer from the local Saturn dealership, and they gave the Astra one whole side with leasing prices and a whole bunch of other incentives. It's kind of geared at the GM loyalty thing, so I'm pretty sure its just GM employees, GM car owners and people who got on the mailing list online that are getting these.... Also it was area specific. I'll put pics of it up tomorrow.
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Old 04-17-2008, 09:22 AM   #20
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Here it is

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