COPY PLATFORM
Ad Subject: General Motors Spinout
Ad Problem: This new model needs to gain some identity and find
its place in the market.
Product Characteristics:
Reasonably priced against competing models
Dependably built (Experts say it should have an excellent
maintenance record)
Advertising Objective:
Help model establish itself by building on brand loyalty to
General Motors.
Target Market:
Young, single people who are just graduating from college,
21-24. These folks have just taken their first job and need
reliable, yet stylish transportation.
Competition: Toyota Tercel, Honda Civic, Ford Escort
Statement of Benefit or Appeal:
1) Spinout is reasonably priced.
2) Spinout is a member of the GM family.
3) Spinout is dependable.
Creative Theme:
Take the spin - Spinout!
Supportive Selling Points:
1) Depreciation in 3 years expected to be only about 30%.
2) Part of GM, so it's built in America.
3) Priced so that someone starting out can afford it.