What does $134 million buy you? Nine weeks of advertising if you are Chrysler.
The U.S. Treasury's auto-industry task force is giving the automaker half that. Of course, the marketing people at GM are practically screaming that this move is going to wreck their brand image in the marketplace. (I'm thinking business-as-usual and a lack of innovation has more to do with their current brand image than their ads...)
Interestingly, for five days after their bankruptcy was announced people were offering super-low amounts of money for GM cars, thinking they would have to take anything. (That fallacy has since corrected itself. Can't blame a consumer for trying, though, can you?)
So what messaging is so critical for Chrysler to get out into the marketplace? right now their ad spots are all focused on "Brighter future"--so people won't worry thaqt the brands will be disappearing. Personally, I'd prefer to make up my mind about whether Jeeps are vanishing based on US Court transcripts and business reporting--not what Chrysler and their ad agency is telling me. (see my previous post about people doing their own research)
What's your take?