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CNN Live At Daybreak
GM Trying to Improve Image in New Ad Campaign
Aired May 29, 2003 - 06:44 ET
THIS IS A RUSH TRANSCRIPT. THIS COPY MAY NOT BE IN ITS FINAL FORM AND MAY BE UPDATED.
THIS IS A RUSH TRANSCRIPT. THIS COPY MAY NOT BE IN ITS FINAL FORM AND MAY BE UPDATED.
CAROL COSTELLO, CNN ANCHOR: Let's switch gears now and get some business buzz. General Motors is taking a novel approach to its advertising campaign.
Susan Lisovicz live in New York to tell us all about it.
Good morning -- Susan.
SUSAN LISOVICZ, CNN FINANCIAL NEWS: Hi, Carol.
Well, when you think about it, the very purpose of an ad is to extol a company's products or assets, and not so in this new campaign that breaks next week in print. It is called, "the road to redemption," in which GM admits some of its cars in the past were not well-built and this company was not well-run. But it does stress its attempts to improve quality.
The print says: "Thirty years ago GM quality was the best in the world. Twenty years ago it wasn't. The hard part meant breaking out of our own bureaucratic gridlock, learning some humbling lessons from our competitors."
Carol, this is an advertisement which will -- you know, GM says it has to communicate with its customers in a new way. It's been trying to do everything in addition to zero-percent financing. It's also doing this 24-hour test drive that it has also been publicizing. So, it really wants to push the product, and it's thinking outside of the box, to use an old ad expression.
COSTELLO: Yes, way outside of the box. We'll just have to see if it works.
A quick look at the futures.
LISOVICZ: Flat. That could change in about an hour-and-a-half when we get gross domestic figures, which is the broadest look at the economy, and first-time jobless claims. Both of those come out before the opening bell. GDP expected to be revised higher to 1.9 percent from 1.6 percent.
Yesterday, another winning day. I mean, modest gains on the day, but extending Tuesday's rally. There you see it, the Dow up 11, the Nasdaq up 6.5 -- Carol.
COSTELLO: Thanks so much, Susan.
LISOVICZL: My pleasure. TO ORDER A VIDEO OF THIS TRANSCRIPT, PLEASE CALL 800-CNN-NEWS OR USE OUR SECURE ONLINE ORDER FORM LOCATED AT www.fdch.com.
Aired May 29, 2003 - 06:44 ET
THIS IS A RUSH TRANSCRIPT. THIS COPY MAY NOT BE IN ITS FINAL FORM AND MAY BE UPDATED.
CAROL COSTELLO, CNN ANCHOR: Let's switch gears now and get some business buzz. General Motors is taking a novel approach to its advertising campaign.
Susan Lisovicz live in New York to tell us all about it.
Good morning -- Susan.
SUSAN LISOVICZ, CNN FINANCIAL NEWS: Hi, Carol.
Well, when you think about it, the very purpose of an ad is to extol a company's products or assets, and not so in this new campaign that breaks next week in print. It is called, "the road to redemption," in which GM admits some of its cars in the past were not well-built and this company was not well-run. But it does stress its attempts to improve quality.
The print says: "Thirty years ago GM quality was the best in the world. Twenty years ago it wasn't. The hard part meant breaking out of our own bureaucratic gridlock, learning some humbling lessons from our competitors."
Carol, this is an advertisement which will -- you know, GM says it has to communicate with its customers in a new way. It's been trying to do everything in addition to zero-percent financing. It's also doing this 24-hour test drive that it has also been publicizing. So, it really wants to push the product, and it's thinking outside of the box, to use an old ad expression.
COSTELLO: Yes, way outside of the box. We'll just have to see if it works.
A quick look at the futures.
LISOVICZ: Flat. That could change in about an hour-and-a-half when we get gross domestic figures, which is the broadest look at the economy, and first-time jobless claims. Both of those come out before the opening bell. GDP expected to be revised higher to 1.9 percent from 1.6 percent.
Yesterday, another winning day. I mean, modest gains on the day, but extending Tuesday's rally. There you see it, the Dow up 11, the Nasdaq up 6.5 -- Carol.
COSTELLO: Thanks so much, Susan.
LISOVICZL: My pleasure. TO ORDER A VIDEO OF THIS TRANSCRIPT, PLEASE CALL 800-CNN-NEWS OR USE OUR SECURE ONLINE ORDER FORM LOCATED AT www.fdch.com.
