Marketing Blurb cannot save the US auto industry, but we can save the industry some money. We learned from our friends at Advertising Age (free registration required) that Chrysler will more than double what it spent in advertising during the first half of 2006 for the remainder of the year. This will result in a second half budget over $ 1 billion. (That’s billion with a "b"—Chrysler spent about $ 527 million the first half this year.) 
Some of the expenditure will go to supporting new model launches for the Dodge Nitro SUV, the Dodge Avenger, Dodge Ram 3500, Chrysler Aspen SUV and Chrysler Sebring Sedan. While we agree that new models require advertising, Marketing Blurb believes most advertising is a waste of money for US auto makers. Since it will take time to retool new vehicles to compete with Japanese manufacturers, Marketing Blurb believes it would be more productive for Chrysler to direct advertising spending to improving customer service and retention for existing owners. These folks are waiting for real wages to increase so they can trade in their Chryslers on a new Toyota. Why not make them reconsider Chrysler with superior service rather than lame Dr. Z advertising?
Comment Preview