Having just got back from New Mexico, I’m catching up on last week’s news. Consequently, I was amused to read about Chrysler Group's plans to increase its advertising spending dramatically while posting a loss of $1.5 billion in the third quarter. CEO Tom LaSorda cited "bloated inventories of our light-truck products.” A grouping that includes pickups, minivans and sport utilities. Those categories account for just over 70% of the company's U.S. sales. So guess what they’re going to be spending all that extra ad money on? The launches of the Dodge Nitro sport utility vehicle, Dodge Avenger, Dodge Ram 3500, Chrysler Aspen SUV and Chrysler Sebring sedan, and for Jeep, the Patriot, Compass, an all-new Wrangler and the first four-door Wrangler. As I say in MadScam, “There’s no point on spending a penny on advertising until you’ve got everything else in your marketing mix right.” You can read more pearls of wisdom on December 1st.
Can you make it bigger?
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