GM to roll Net program; OnStar ads break

Advertising Age, October, 1998

D'Arcy Masius Benton & Bowles, Los Angeles, will handle advertising for the national rollout of General Motors Corp.'s Internet Buy Power program. GM confirmed the program will start in next year's first quarter. The DMB&B office handled ads for the estimated $15 million multimedia launch of the Internet Buy Power pilot program in four western states in October 1997.

GM declined to reveal spending for the rollout ad campaign, saying it would be "a considerable amount" for the launch. As recently as two months ago (AA, Aug. 3), GM said it hadn't decided whether to take the test program national. Separately at GM, the OnStar unit breaks an estimated $1 million ad campaign in 14 TV markets this week offering the telecommunications-based car safety and security option...

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