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Saturn Launches Ad Campaign to Reassure Customers (Visit this link)
Stuart Elliot from the NY Times: For the first time since the financial difficulties of General Motors began threatening the company's existence, a GM division will run advertising that addresses the effects of the precarious situation. A campaign for the Saturn division of the General Motors Corporation, which is now under way, features dealers — known in Saturn-speak as retailers — talking frankly to consumers. The dealers urge potential car buyers not to be deterred from considering Saturn by the problems confronting GM, the American automotive industry or the economy in general. "We know what’s going on in the market," said Kim McGill, director for advertising and promotions at Saturn in Detroit. "We're not hiding behind it." The campaign is intended to tackle the "issue of trust" that may arise in these circumstances, Ms. McGill said, as many marketers caught up in the economic turmoil find it necessary to reassure consumers. The Saturn campaign, scheduled to run through early May, is being timed to arrive with spring, usually a good sales season.
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