These accolades have provided the consumer a basis of information that simply says that Saturn is a viable competitor to Toyota, Ford, Nissan and the like when seeking a moderately priced SUV. Furthermore, Saturn is not a fly-by-night endeavor and is here to stay. Saturn generally advertises this SUV in primetime and during sporting events. It is my belief that their advertising strategy is correct based upon their target audience.
Conclusion:In the not too distant past, General Motors had over fifty brand managers that were in charge of approving the ads, in an effort to comply with GM's "brand management" philosophy (Ellis 2002). This number has now been pared down to only seven advertising directors allowing less division of resources while maximizing the most bangs for the advertising buck (Ellis 2002). I am in agreement with the newly adopted philosophy that GM has enacted. My comments relative to improvement seem to have been addressed with the inception of the newly rolled-out programs and structures that maximize brand identity without losing the stability associated with General Motors as a whole. …
