Cars.com Launches TV Campaign

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.