Marketing and all things related

Small cars are back, and GM is working overtime to figure out how to complete with the Toyota Yaris, Honda Fit and Nissan Versa. The first inclination is probably a good one. GM has announced they are moving half of the ad budget for the redesigned Aveo subcompact online. The target audience for the car is 18 to 34, and Chevy knows these young people are online an average of two hours daily. The online focus is a department from Aveo’s splashily ad on the last Super Bowl. Only 35% of the new ad budget will go to television. The theme for the new campaign is not yet public. Perhaps a greater challenge will be reaching the parents of the Aveo driver. The average age of the Aveo buyer is 45, but GM knows this is mom or dad purchasing the car for junior. We learned about Chevy’s new approach from Advertising Age (free registration required.) Photo Credit: Ad Age