General Motors is significantly increasing its efforts to aim pitches at black consumers

Article Abstract:

General Motors Corp. has signed an accord with BET Holdings Inc., owner of media firms like Black Entertainment Television, Emerge and Heart & Soul magazines, and the Sunday newspaper supplement BET Weekend. G.M. will also get involved with BET.com, a Web site. Experts say that G.M. has already increased its budgets for buying commercial time on Black Entertainment Television, from $2.9 million in 1997 to $4 million in 1998. The deal calls for G.M. to increase its ad spending in BET media by 50 percent. The deal reflects two trends in advertising and media. One is the increasing effort by mainstream advertisers to make inroads in multicultural marketing, targeting fast-growing demographic groups like Asian-American, Hispanic and black consumers. The other is the increase in what are called 'cross-media advertising packages,' which offer multiple forms of advertising in the various properties owned by mass-media giants. G.M. hopes to take the lead in regaining the huge part of the black and Hispanic markets that the domestic auto industry once had and then lost.

Cable Networks, Advertising, Motor Vehicles & Parts, Transportation Equipment Manufacturing, Cable and other pay TV services, Cable TV Networks, Motor Vehicles and Equipment, Usage, Marketing, Cable television broadcasting industry, General Motors Corp., GM, Transportation equipment industry, Cable networks (Television), BET Holdings Inc., Target marketing, Minorities as consumers, Minority consumers, African American consumers, BTV

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Cadillac signs a long-term accord for signs in Times Square

Article Abstract:

GM's Cadillac Motor Car Div. has signed a long-term contract with Sherwood Outdoor to place billboard ads in New York's Times Square. The company will pay over $1 million a year to place six signs up under the neon Coca-Cola display. This move reflects a trend toward the advertising of classic brands in Times Square.

Motor vehicles and car bodies, Automobiles, Automobile Manufacturing, New York, Economic aspects, Automobile industry, General Motors Corp. Cadillac Motor Car Div., Times Square, Sherwood Outdoor

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