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Create a matrix for General Motors. This matrix should represent all brands. Once complete, provide a written interpretation of the chart.
Vertical axis - list all GM worldwide brands.
Horizontal axis - list:
Include:
Audiences—Who is GM selling to? Perhaps list incomes, gender, age, et cetera.
Outcomes—Once target audience is determined, what is desired outcome? What other outcomes might GM desire?
Media Tools—A brand sells to many different age/social groups. What avenues might you consider?
Percent of Resources you would allocate. Each brand is part of the advertising that GM spends. What percentage of available dollars would you spend on each brand?
Once the matrix is completed, answer the following:
Which three audiences, of the target audiences chosen, are most critical to the brand? Why did you make the selections? Be certain to evaluate your findings.
What will be the next things that you will do sell to the brand? Personal contact, mailings, et cetera? Be sure that you reach the audience!
What are the top three GM brands, based on the percentages you selected for advertising? In each of those brands, what is the number one vehicle?
Support your conclusions in an analysis of 800–1000 words.
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