The 'Experts' Cut the Chrysler Ad Campaign in Half

I think it was Will Rogers who said that a cynic "knows the price of everything and the value of nothing."

If true, then the people on Obama's Auto Crisis Team at Chrysler must be pretty cynical.

DETROIT (AdAge.com) -- Chrysler wanted to spend $134 million in advertising over the nine weeks it's expected to be in bankruptcy -- the U.S. Treasury's auto-industry task force gave it half that.

So if GM, which is wrestling with the possibility of a Chapter 11 filing itself, is wondering how much influence the task force will have over marketing, the answer is: plenty.

A good ad campaign could help turn around an exceedingly nasty situation for Chrysler. Think back, if you are old enough, to Lee Iacocca's personal ads during Chrysler's first economic crisis. They helped the automaker weather the storm and pay back the federal loans.

Companies use advertising because it works, not because they are trying to keep other people in business. They are trying to keep themselves in business.

The folks at Government Motors (GM) should be worried. The new bosses are going to be interested in every little detail, and most likely pushing for "Fairness" and "Efficiency" in the public interest, which means the profit motive means nothing.

INSTANT CHRYSLER UPDATE -- In another amazing "WTF" move, sources are reporting to the AP that 800 of the company's 3,200 dealers -- 25 percent -- will be terminated on Thursday.

There are some dealerships I know that represent both Chrysler and GM. I'll bet they are wondering whether they are going to lose both.

Some trimming I could see, but 25 percent? Think of the lost jobs, the lost opportunities, and the loss of common sense.

Sheesh!