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DETROIT-D’Arcy Masius Benton & Bowles, Troy, Mich., launches a full-scale advertising campaign Sept. 1 for General Motors’ new Goodwrench Service Plus program, said Mike Koch, DMB&B vice president and group account supervisor.
The campaign includes four 30-second TV spots, a half-dozen magazine ads, newspaper, radio and outdoor, as well as Web links at the Goodwrench Internet site at www.gmgoodwrench.com.
GM’s Service Parts Operations spent $17.9 million on advertising in 1996, according to Competitive Media Reporting. Through May of this year, spending was tracking lower, at $3.4
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