Super Bowl ads are fun but ineffective
To the Editor:
I believe Mike Colias missed the point about General Motors' withdrawal from the Super Bowl advertising scrum ("5 reasons GM's Super Bowl pass is baffling," Opinion, May 28).
The spots are not effective in selling more cars and SUVs. If they were, GM would not have seen the decline in its market share these past 30 years.
Super Bowl commercials are fun to watch. I was impressed with the Chrysler spots that ran in 2011 and 2012, but they did not change my view on buying a Chrysler one iota.
Buyers are much more influenced by their friends' and peers' choices, and nothing has happened to change that. When GM launches its new large trucks in the coming months, there will be so much information flowing through the print and Internet media channels that the pass on the Super Bowl will be a distant and dim memory.
GM makes the best vehicles in the U.S. market today but cannot seem to get people in various target markets to overcome their skepticism, to get them into the showrooms and test driving the vehicles.
GM marketing chief Joel Ewanick is trying to find a solution, and the decision to give the Super Bowl a pass is one of the best he has taken since joining GM.