????短短一周內(nèi),，通用汽車(chē)（General Motors Co.）兩度震動(dòng)全球廣告界。先是宣布暫停向當(dāng)前炙手可熱的廣告平臺(tái)——社交網(wǎng)站Facebook投放付費(fèi)廣告,。幾天后,，這家汽車(chē)公司又宣布，將不再購(gòu)買(mǎi)明年的超級(jí)碗（Super Bowl）電視轉(zhuǎn)播廣告,，超級(jí)碗可是汽車(chē)廠商歷來(lái)必爭(zhēng)之地,。天啦，底特律這是怎么啦,？

????直截了當(dāng)?shù)慕忉屖?，通用汽?chē)新任全球市場(chǎng)營(yíng)銷(xiāo)負(fù)責(zé)人喬伊?伊萬(wàn)尼克正在想辦法削減廣告預(yù)算——這家汽車(chē)公司每年的全球廣告預(yù)算估計(jì)約47億美元，笑傲全球,。通用汽車(chē)當(dāng)前股價(jià)僅為2010年11月IPO價(jià)格的三分之二左右,，部分原因是由于歐洲金融危機(jī)，另外一部分則是因?yàn)橹亟M后的公司尚未證明盈利的可持續(xù)性,。

????2011年通用汽車(chē)實(shí)現(xiàn)凈利潤(rùn)61億美元,，美國(guó)政府（持有通用汽車(chē)25%股份）批準(zhǔn)的一項(xiàng)所得稅特別免除政策放大了該公司的利潤(rùn)數(shù)據(jù)。福特汽車(chē)（Ford Motor Co.）和大眾汽車(chē)（Volkswagen AG）的凈利潤(rùn)分別為202億美元和197億美元,。通用汽車(chē)雖然穩(wěn)穩(wěn)盈利,，但在毛利潤(rùn)率方面排在其他六大全球汽車(chē)制造商之后。

????“我不知道所有這些會(huì)不會(huì)改變金融界的看法,，”專(zhuān)業(yè)汽車(chē)網(wǎng)站Edmunds.com的高級(jí)分析師米歇爾?克瑞布斯表示,。“通用汽車(chē)真正需要的是提高銷(xiāo)售額和利潤(rùn)。我還沒(méi)有真正看到通用汽車(chē)拿出了更大的方案來(lái)實(shí)現(xiàn)這一點(diǎn),?！笨巳鸩妓褂绕滟|(zhì)疑通用汽車(chē)放棄明年超級(jí)碗的決定，因?yàn)槊髂暝摴緦⑼瞥鯯ilverado,、Sierra皮卡以及基于這些皮卡系統(tǒng)的大型運(yùn)動(dòng)型多功能汽車(chē)等新車(chē)型,。

????加盟通用汽車(chē)前，伊萬(wàn)尼克早先曾在現(xiàn)代（Hyundai）大獲成功,。伊萬(wàn)尼克告訴《華爾街日?qǐng)?bào)》（The Wall Street Journal）,，他認(rèn)為超級(jí)碗的廣告投放仍然有效，但他并不打算每年都出錢(qián)購(gòu)買(mǎi)冠軍賽時(shí)段,。今年30秒的廣告時(shí)間耗資350萬(wàn)美元,；明年同一時(shí)段將上漲到380萬(wàn)美元。通常都會(huì)有多家汽車(chē)廠商購(gòu)買(mǎi)電視轉(zhuǎn)播的廣告時(shí)段,，專(zhuān)門(mén)制作廣告,，甚至在大賽開(kāi)始前就已經(jīng)開(kāi)始在互聯(lián)網(wǎng)上廣泛流傳,。

????通用汽車(chē)放棄超級(jí)碗的舉動(dòng)很是讓人吃驚,，因?yàn)橐寥f(wàn)尼克的老東家——現(xiàn)代汽車(chē)仍然是超級(jí)碗最積極的汽車(chē)廣告主之一。現(xiàn)代汽車(chē)美國(guó)子公司的市場(chǎng)營(yíng)銷(xiāo)負(fù)責(zé)人史蒂文?夏農(nóng)曾經(jīng)是通用汽車(chē)市場(chǎng)營(yíng)銷(xiāo)高管,?！鞠霓r(nóng)似乎并不諱言，他告訴《美國(guó)汽車(chē)新聞》（Automotive News）,，超級(jí)碗是現(xiàn)代汽車(chē)的一個(gè)“完美平臺(tái)”,，并稱(chēng)該賽事是美國(guó)“收視率最高”的電視節(jié)目?！?/p>

????作為2013年超級(jí)碗冠軍賽的電視轉(zhuǎn)播公司,，哥倫比亞廣播公司（CBS）當(dāng)然知道今年下半年通用汽車(chē)將加大力度，推廣新的全尺寸皮卡,。這或許有助于解釋為何CBS的廣告定價(jià)如此之高,。在通用汽車(chē)最重要的市場(chǎng)美國(guó)，Silverado,、Sierra占通用汽車(chē)的利潤(rùn)比重很高,。而現(xiàn)代汽車(chē)并不生產(chǎn)全尺寸皮卡。

????通用汽車(chē)決定暫停Facebook付費(fèi)廣告,，這個(gè)決定不難做出,，也不像放棄超級(jí)碗那么關(guān)系重大。對(duì)于在Facebook首次公開(kāi)募股之前兩天公布這個(gè)消息,，這家汽車(chē)制造商自稱(chēng),，并非刻意為之。當(dāng)然,，通用汽車(chē)只要愿意,，隨時(shí)都可以恢復(fù)在Facebook上的付費(fèi)廣告,，無(wú)需像熱門(mén)電視賽事那樣使出渾身解數(shù)去爭(zhēng)奪有限的時(shí)段。

????譯者：早稻米

????In the space of a week General Motors Co. shook the global advertising industry -- twice. First, it announced it was halting paid ads on social network Facebook, a still emerging advertising platform. A few days later, the car company said it was also passing on televised commercials for next year's Super Bowl, a bastion of high-spectacle, high-machismo automotive advertising. What in heaven's name is going on in Detroit?

????The straightforward explanation is that GM's (GM) new head of global marketing, Joel Ewanick, is looking for ways to trim the automaker's estimated $4.7 billion global annual advertising budget -- the largest in the world. GM shares are selling at about two-thirds the price of its November 2010 IPO, in part due to financial losses in Europe and partly because the restructured company hasn't yet proven that its earnings are sustainable.

????In 2011 GM earned $6.1 billion in net income, an amount enlarged by a special exemption from income tax granted by the U.S. government, which owns roughly 25% of the automaker. That compared with $20.2 billion in net income by Ford Motor Co. (F) and $19.7 billion by Volkwagen AG. GM, while solidly profitable, trails the other top six global automakers in terms of gross profit margin.

????"I'm not sure all of this will move the needle with the financial community," said Michelle Krebs, a senior analyst for Edmunds.com. "What GM really needs is better sales and profits. I don't really see the bigger plan for how to do that." In particular, Krebs questions the decision to drop the Super Bowl in a year when GM will be introducing its new line of Silverado and Sierra pickup trucks, as well as large sport-utility vehicles based on those pickup architectures.

????Ewanick, who first made his mark with Hyundai before coming to GM, told The Wall Street Journal he thinks the Super Bowl remained effective, though he didn't intend to buy time for the championship every year. A 30-second spot this year cost $3.5 million; next year the same spot will go for $3.8 million. Typically, multiple automakers buy advertising for the broadcast, and the commercials usually are specially produced and circulate widely on the Internet even before the game.

????The move was particularly surprising, since one of the most aggressive automotive advertisers at the Super Bowl remains Hyundai, Ewanick's former employer. The top marketing post at the U.S. subsidiary of the Korean company is occupied by Steven Shannon, a former GM marketing executive. (Shannon seemed only too pleased to tell the Automotive News, that the Super Bowl is a "perfect venue" for Hyundai, lauding the game the as "most watched" show in the U.S.)

????CBS, broadcaster of 2013 championship, surely realizes that GM will be in high marketing mode for its new full-size pickup trucks later this year, which may help to explain why the network has priced the game aggressively. GM's Silverado and Sierra furnish a disproportionate share of profit in the U.S., the automaker's most important market. Hyundai doesn't build full-size pickups.

????GM's decision to drop paid Facebook advertising, which the automaker said was revealed inadvertently two days before Facebook's initial public offering of stock, was an easier call to make and not as critical as cutting back on the Super Bowl. GM of course can resume Facebook paid ads whenever it wants and doesn't have to fight for limited inventory, as it does during a television extravaganza.