Obama Cuts Chrysler's Ad Budget
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Chrysler planned to spend no less than $134 million on the campaign. Well, actually, they will spend less. About 50 percent less, as the Obama administration will not allow the bankrupt manufacturer to spend more than half of that amount.
According to Court papers, the administration understands that advertising is a necessary expense, Autonews reported, but Chrysler doesn't need to spend that much for the nine weeks campaign.
According to court transcripts, judge Arthur Gonzalez asked Robert Manzo, executive director of Capstone Advisory Group and a consultant to Chrysler: "Idle plants; why market?".
The advisor answered "advertising and marketing dollars are critical to make sure the right message is out there about Chrysler, what's happening to Chrysler during this interim period and why Chrysler will be a brand going forward that is one that a consumer should continue to look at as one of their purchase opportunities."
As we reported, the main focus of the campaign is not clear even to its creators. The company wants to reassure consumers that "it's business as usual", despite the fact that "We're building a new car company".
Do they need the campaign? Given the fact that what awaits us at the end of the bankruptcy process is hard to determine, no answer can be given to that question. One thing is sure. Chrysler as we knew it is dead and so are the infamous Detroit Three. So, business as usual, huh?
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comments written so far
On 12 May 2009 at 20:22 UTC, Foxwood said:
Cutting the ad budget? That just stupid! It's planed failure.
On 13 May 2009 at 11:37 UTC, iDEA Desk said:
Chrysler is nearly two weeks into its bankruptcy, and the automaker is already getting an idea of just how engaged the Obama administration plans to be in the process. Chrysler planned to spend $134 million dollars on advertising during its supposed nine weeks of bankruptcy, but the Auto Task Force has reportedly cut the figure in half. Judge Arthur Gonzalez wasn't even sure 50% spending was necessary, saying "idle plants, why market?" But the Task Force apparently says it recognizes that marketing is necessary during the bankruptcy to prevent the further erosion of the already battered Chrysler brand image. Here are the TV ads that were cut by the advertiser-in-chief. http://pfx.me/BX
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