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GM EXPANDS WEST COAST FACTORY SPOT TV MEDIA PURCHASES

 DETROIT, Nov. 12 /PRNewswire/ -- General Motors (NYSE: GM) said today that it will further expand a spot TV media buying pilot program that it started in the San Francisco area last year. Since the program's inception in May 1992, all GM factory spot TV advertising in San Francisco was consolidated and purchased by a specially formed unit dedicated to this singular activity.
 According to Philip Guarascio, general manager of Marketing and Advertising for GM North American Operations (NAO), the success of the program dictated it should be continued in San Francisco and expanded to other key California and West Coast markets. Those markets, in addition to San Francisco, include Los Angeles, San Diego, Fresno and Sacramento, Calif.; Portland, Ore.; and Seattle.
 As with the initial pilot program, spot TV media buys will be handled by a special unit of the Interpublic Group which include representatives of McCann Erickson and Lintas Campbell Ewald.
 "The expansion of this consolidated spot TV media buying pilot program is a logical extension of a proven effective, negotiating strategy," said Guarascio. "Besides providing us with major cost advantages in our West Coast TV advertising, this program will effectively support our recently announced California Marketing Strategy."
 Guarascio emphasized that the pilot expansion did not include any media planning activity which remained the responsibility of each of GM's divisions. "Rather," he said, "this effort will continue to focus on executing the media plans as they are developed by each of our divisions."
 Spot TV media buys for the six additional markets named in today's announcement are scheduled to begin the 1st quarter of 1994. TV buys for the San Francisco area will continue as they have since May 1992.
 -0- 11/12/93
 /CONTACT: John Maciarz of GM, 313-556-2034/
 (GM)


CO: General Motors Corporation ST: Michigan, California IN: AUT ADV SU:

SB -- DE009 -- 3591 11/12/93 10:24 EST
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Publication:PR Newswire
Date:Nov 12, 1993
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