Automotive News - January 21, 2008 - (Page 32B)

32B • JANUARY 21, 2008 marketing Writers’ strike could benefit auto marketers marekting & media The writers’ strike is casting a cloud over many of the TV shows automakers sponsor. But some auto marketers are looking for a silver lining. They hope that the strike, in its third month, delays this May’s “upfront” period. That’s the annual bargaining between TV networks and advertisers that sets commercial rates and schedules for the fall TV season. Some auto marketing executives marketing & media Laura Clark Geist would prefer to haggle in the fall, when their ad budgets for 2009 are firmer. Critics argue that the spring upfront is an anachronism because the debuts of many TV series — as well as car and truck models — no longer cluster in September. Ian Beavis, marketing vice president of Kia Motors America Inc., says he would prefer a fall upfront. “My argument is not whether there should be an upfront,” Beavis told Automotive News. “But the timing simply does not suit most auto companies because it occurs outside our budget cycles.” The writers’ strike is especially crippling the development of scripted shows, such as situation comedies. Beavis says the strike is depleting the inventory of such programs. That could jeopardize networks’ ability to present their fall lineups to upfront advertisers in May. But Andrew Capone, a former vice president of marketing for NBC, says Kia’s Ian Beavis: Upfront “timing simply does not suit most auto companies because it occurs outside our budget cycles.” networks still “could put together a contingency type of schedule that would be strong enough for advertisers to place their bets.” Capone now heads marketing for National Cable Communications LLC, which brokers ad deals between marketers, including automakers, and local cable TV systems. Susan Sewell, a spokeswoman for ABC, says the network has not decided whether to change the timing of this year’s upfront. Beavis says the upfront is the product of an era when car companies introduced all new vehicles in the fall, rather than year-round. Greater certainty in the upfront period could encourage automakers to spend more to advertise on network shows, he says. Says Beavis: “When you don’t know what your budget is, you tend to be cautious.” CGI forum One of the hottest trends in advertising is computer-generated imaging. The process turns digital engineering drawings of a car or truck into pictures suitable for ads and videos, months before the vehicle is introduced. The software company RTT USA, for example, created a video of the new Audi R8 sports car using computer-generated images. On March 10 and 11, a conference in Los Angeles will examine advertising and marketing strategies for computer-generated vehicle images. Speakers will represent automakers such as General Motors and Nissan North America and advertising agencies such as Leo Burnett Detroit, Wunderman/Team Detroit and Saatchi & Saatchi Los Angeles. For more information, go to www.cgamconference.com. Casting a wide Net Marketers who want to find newvehicle shoppers online need to look beyond automotive Web sites, a new study says. ValueClick Media, an online marketing services company, and Goodway 2.0., an online ad agency, conducted the study. It concludes that visitors to Web sites devoted to such topics as careers and education, health and fitness, and social networking are more likely to engage in vehicle-buying behavior than are users of auto-related sites. Examples of such behavior are clicking through to a dealership Web site and printing a certificate for a test drive, the study says. The study is available for download at www.valueclickmedia.com. You may e-mail Laura Clark Geist at autonews@crain.com. http://www.cgamconference.com http://autonews.com/GM100 http://www.valueclickmedia.com

Table of Contents Feed for the Digital Edition of Automotive News - January 21, 2008

Campi will move fast to buy global Ford rolls out new F series — but will it stay No. 1? GM will push metro megastores BMW: We may need a 'green' brand Competition claims traditions German summit Toyota: We have enough plants for now Chinese pitch innovation, not just price Mercedes in, Cadillac out as sponsor of Masters golf tournament Auto show walkaround: Chasing the YIPS around Detroit New Acura TSX will get a diesel Toyota: We'll crack 35-mpg CAFE before 2020 Audi predicts 1 million global sales in 2008 Toyota crosses over into tricky segment LETTER TO THE EDITOR: Digital edition is a 'quantum leap' KEITH CRAIN: Here they come, ready or not EDITORIAL: Incentives war isn't the answer to sales downturn LETTER TO THE EDITOR: Toyota over Chevy? Don’t be too sure DIGITAL EDITION: You did your homework Chrysler concepts show brand tweaks Chrysler: 'Hemi is not powertrain of the future' Some of what we heard at the Detroit auto show Corvette has a future — but maybe a lighter, greener one Nissan exec: Cube is coming to America Subaru relies on new Forester Farley: Ford must groom the market Ford still funds Jag, Land Rover product development Ford will probably develop its new rwd cars in the U.S. Volvo considers North American production Good design: Solving problems, making a statement Horbury wants a more aerodynamic F-150 Hyundai upgrades next Sonata's interior M-B could build C class in U.S. VW hints at vehicles for new N.A. plant Customer demand for CTS sedans strains production capabilities at Cadillac GM to test ZR1 carbon fiber weight savings Honda Pilot has more room, power Indiana plant will boost Honda's flexibility Zetsche sees 20% diesel mix for Mercedes-Benz GM hopes to have E-Flex test vehicles ready by June GM to increase Enclave output Cadillac aims high with Provoq Pontiac to launch G8 marketing in March Big-truck sales fall 43.5% in Dec. Personnel Buckle up for a rocky '08, economists warn Canada sales up 2.4% in '07 Gioia: Ford hybrids will be profitable by year end American Honda opens workplace diversity office Dealers From CDs to Sync: Auto industry races to adapt in-car IT trends Microsoft exec sees a car as 'another room in the house' China's Geely plans plant in Mexico Chrysler exec: China exporters need time Murtaugh: Nissan deal won't affect Chrysler-Chery venture Strike by writers makes TV iffy for auto marketers Super Bowl auto advertisers get pre-game jitters Final Say GM bumps buyout total to 46,000 GM considers U.S.-made Astra Good Karma: Mean, green, fighting machine Purves confirms it: The end is near Rehab for designers: A change can do you good Tata's achievement: Redefining 'cheap' Fans remember auto commercials with sports themes Which brand is stronger — Scion or Prius? Engine advances bring cleaner emissions a step closer Suppliers to the 2008 Ford Focus Varable compression ratio makes a comeback Change the engine's stroke Integrate components to boost efficiency Reduce the size of the engine Eliminate the cams and count the savings ZF expects surge in new orders American Axle's rising son may be another Dauch Honda taps Web for workers Trelleborg unit adds tech center Kia restricts hiring at Ga. plant to Web applicants Magna pursues Ogihara Supplier personnel Age of intelligent transportation is getting closer Plastic spoiler saves weight Automotive News' cartoonist looks at 2007 8 will enter European Automotive Hall of Fame Pininfarina lifted family business to new heights Merciless cost cutter Calvet rescued PSA Opel boys turned bicycle venture into automaker Giacosa fathered the Fiat 500 JCI to supply batteries to Chinese automakers Automakers will spend more on digital ads Ford snares star role in return of 'Knight Rider' GM Certified markets online to Hispanics Writers' strike could benefit auto marketers

Automotive News - January 21, 2008

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