Cars.com launched a new television advertising
campaign that incorporates humor and pop culture to convey that cars.com is
the fast, easy, free way to shop for a new or used vehicle.
This is the first television advertising campaign from cars.com, which
launched in June of 1998. The television advertising, which will appear in 16
markets across the country, is a key element of a fourth quarter marketing
effort from cars.com that includes nearly $12 million in total media value.
Cars.com, which features a co-branded version of its Web site on 92 newspaper
Web sites across the country, is focusing its marketing efforts on driving
local car shoppers to local car dealers.
“Car buying, even on the Internet, is still a local decision,” said Jim
Maguire, director of marketing for cars.com. “We are utilizing local
television and print to help our newspaper affiliates build the most
recognizable online automotive brand in their market.”
Cars.com also is using humorous radio commercials.. The television and radio
commercials were developed by Stein Rogan + Partners.
Cars.com is a division of newspaper consortium Classified Ventures Inc.