GM's new Calif. push

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General Motors Corp. on Oct. 2 will break a new campaign themed "In a perfect world" to support its California marketing initiative, a strategy that encompasses value pricing and a simplified shopping process. Ann Pattyn, GM's California Value Selling Project manager, said the campaign is an invitation to consumers to visit a dealership to see the positive changes made. GM's retail market share in the state has jumped 2.5 points since the company launched the initiative in 1993, enabling GM to claim the No. 1 spot. The TV, radio and print effort was created by D'Arcy Masius Benton & Bowles, Los Angeles.

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