DETROIT General Motors breaks three print ads this week and next in its ongoing "Only GM" campaign that focus on the quality of the company's vehicles.
The new ads from Interpublic Group's McCann Erickson in Birmingham, Mich., play up recently released results of the 2005 J.D. Power & Associates Initial Quality Study, which gave GM products high marks.
The first ad, featuring GM's three plant quality awards, will break in 25 publications, including The New York Times, The Wall Street Journal, Financial Times, Investor's Business Daily and Barron's.
The ads assert that in the study, GM swept the top three North/South America plant awards. The first full-page ad says "Only GM" and shows the three plant quality awards. The copy reads: "Only GM earned the top three spots in plant initial quality in North and South America." Two similar-looking ads will run in USA Today on Thursday and Automotive News on Monday, respectively.
Radio and Web ads boasting about GM's strong performance in the IQS will begin next month.
Spending on the effort was not disclosed. GM spends about $3 billion a year on advertising, per Nielsen Monitor-Plus.