GM's Certified Used Vehicle Ads Stress Choice
General Motors' Certified Used Vehicle (CUV) program is launching a $20 million national effort this month with print and radio ads that give offbeat advice on the difference between good and bad decisions, according to Adweek.com. Radio spots begin airing at the end of June, and newspaper and magazine ads break in July and August.
Print ads take a humorous approach in demonstrating people making right and wrong decisions. They feature customers' heads flanked by instant-camera photos of good
choices -- represented by a GM CUV road sign -- and bad choices.
GM CUV manager Dana Hammer declined to reveal budget levels, but said GM would spend more this year than it has in the brand's history.
The number of dealers in the program has risen from about 1,300 in January 2001 to more than 3,400 nationwide, according to Adweek.com.
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