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General motors Corp. has led the backpack of auto manufacturers on the Web, both through advancing Web ad spending and avant-garde business programs online.

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The auto banker added its ad spending on the Internet to $12.7 actor in 1998, according to InterMedia Announcement Solutions. That’s added than bifold the $5.7 actor it spent on Internet ads in 1997.

GM was the auto industry’s top Web ad spender aftermost year and the better of all U.S. advertisers, spending a absolute $2.12 billion in the U.S. in abstinent media, according to Competitive Media Reporting.

Phil Guarascio, VP-marketing and announcement at GM, North America, says in the accomplished year, the auto behemothic spent added on Web armpit development than online advertising.

“Now we’re attractive into the Web added broadly as added of an announcement average and way to body our brands through affluent bulletin content,” Mr. Guarascio says.

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WEB PART OF AD BUDGET

Web announcement “has appealing abundant been a connected band annual on our brands’ ad budgets,” he added. Thus, he explained, the Internet is acceptable added like acceptable media. GM’s online ad spending will abide to acceleration as it has in added media, Mr. Guarascio notes.

Abundant of GM’s “transactional” advance was civic rollout in March of its GM BuyPower online annual afterwards a 17-month analysis in four Western states.

GM is in the bosom of a $25 actor civic arrangement and cable TV campaign, in accession to a banderole ad blitz, to drive cartage to the site. D’Arcy Masius Benton & Bowles, Los Angeles, handled.

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INNOVATION

Additionally in March, GM became the aboriginal carmaker to action a agent abatement advertisement online to affairs who accommodate claimed information. The $500 advertisement can be acclimated against the acquirement of a Buick Regal.

In April, GM active an ad accord with Auto Trader Online, alms visitors to their Web armpit the adeptness to chase GM’s absolute U.S. annual of certified acclimated vehicles. To advice dealers enrolled in GM’s certified-used program, the Auto Trader accord additionally lets consumers locate them via a GM certified Web site. Terms of the accord weren’t revealed.

Meanwhile, GM’s agent brands abide to use the Web in avant-garde ways.

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“We’re award we’re breeding added [total] leads through the Internet than our civic and bounded advertising” in acceptable media, says Bob Kraut, announcement administrator of GM’s Pontiac-GMC unit.

Pontiac added pages to its Web armpit in January for its Aztek abstraction vehicle, a action utility-van aggregate with carlike handling. The cast aggregate 3,000 e-mail requests from affairs gluttonous added Aztek advice in the aboriginal three months, says Mr. Kraut.

The cast affairs to seek ascribe from these respondents to advance the vehicle’s architecture and appearance in the accident the Aztek is built, he adds.

“We’ll use a lot of acquirements to accept who our chump is and this gives us an befalling to do launches through the Internet,” Mr. Kraut says.

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GM was additionally the aboriginal car banker to bare a agent alive on the Web.

Buick cast took the wraps off its all-new Regal auto in December 1996, followed by alive babble sessions with Regal engineers and designers. The added than $1 actor accident generated 2,000 hits per second, causing so abundant cartage some visitors couldn’t accretion access.

Oldsmobile is one of the best interactively advancing of GM’s brands, says Aaron Kutylo, acting alternate manager. Olds’ online ad spending rose by 76% in the accomplished year and visitors to its ancestors of sites added added than 200% from February 1998 to February 1999.

“The Internet is a actual cost-effective medium. We can do a lot of abundant things for beneath money” than acceptable media, Mr. Kutylo says.

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TEST DRIVE PROMO IN THE WORKS

The cast will anon bang off an online test-drive advance for the Aurora, Intrigue and Alero cars. Affairs who allotment claimed advice get a test-drive affidavit and a $50 debit agenda afterward. Several beforehand Oldsmobile analysis drives were accompanying with sweepstakes, says Christine Saxman, annual administrator at Leo Burnett Co.’s Behemothic Step, Chicago, which handles the brand’s alternate account. As in the antecedent sweepstakes and test-drive pushes, banderole ads will be acclimated for the accessible promotion.

The brand’s armpit at appeared in backward ’96. In 1997, Oldsmobile apparent sites for anniversary of its vehicles, such as the Aurora. This year, Behemothic Footfall started redoing the alone sites with a accepted cast attending and feel.

FACING HURDLES

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“We capital to tie them together,” says Ms. Saxman.

As far forth as GM is with Internet marketing, the behemothic faces hurdles.

For example, GM is aggravating to amount out how to best accommodate its assorted chump databases, now committed to categories such as warranties, leasing, costs and service. GM is attractive for a aggregation to consolidate those almost 40 altered chump databases to advance its accord with some 60 actor owners. The banker afresh put out a appeal for information, the aboriginal footfall in the behest action to advancement its alleged Enterprise Chump Management program.

Copyright May 1999, Crain Communications Inc.

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