GM's Media Director On ROI, VOD, 'The Apprentice'

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Q: Does GM’s media agency consolidation signal a major shift in its approach to marketing?

A: No, but it is going to create some efficiencies and a better structure. A big part of the buying review addressed two areas of our media buying that we thought were less than optimal. One area was local broadcast buying. Our local buying unit services over 7,000 local dealers, and it involves thousands of local broadcast buys each quarter, so it’s a huge operation.

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