Pontiac will spend the entire budget allocated to introduce the new G5 coupe online. Mark-Hans Richer, Pontiac’s marketing director described this experiment as “radical experiment,” conceding the effort won’t generate as much awareness as TV and other traditional mass media. But it’s a calculated risk, because Pontiac is targeting mostly younger men for the niche model.
My personal opinion is that this might be a little bit early to have an online presence only, offline media is still effective and it is needed to be integrated with the online media to generate full awareness of a certain product or brand.
