DETROIT (WWJ) – First, they pull their advertising from Facebook, now the Super Bowl.

General Motors came out with that announcement Friday as the auto maker continues to overhaul its global marketing operations. A top official with GM said Super Bowl advertising is effective, but the $3.8 million dollar price tag is just expensive to justify the cost.

Mike Bernacchi, professor of marketing at University of Detroit Mercy, is shocked.

“It’s an amazing happening. Not expected at all,” Bernacchi told WWJ Newsradio 950. “What it really means is that frugality runs, and ROI (return on investment) runs strong in the auto industry, and they’re gonna make every nickel count.”

“And they must think, right now, that those nickles don’t count for so much,” he said.

Earlier this week, GM said it would no longer pay for advertising on Facebook because it felt paid ads did little to influence consumer behavior.


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