In December's Radio & Television Business Report Magazine, we interview Mike Jackson, VP/Marketing and Advertising for GM North America. Here are two excerpted questions:

What advice can you give traditional media like radio, broadcast, TV and cable in making presentations to your office?

Consumers aren't sitting, taking messages from any one medium and even though the whole notion of integration is important, we feel that all of these mediums are very, very viable and very, very valuable. So we're looking at ensuring that all of our marketing and media plans are really totally integrated. Network television plays a very important role. Print plays a very important role. We really want the best ideas, the best integrated ideas. We're focused on value and return on our investment. If you look at some of the things that we're doing as it relates to GMC and the NFL sponsorship...that is basically being communicated via the web. We're tied in with ESPN and also ABC. There is a radio component as well.

We're just looking for our media partners to bring us their best highly integrated significant return on our investment-and frankly their best ideas. One of the things that we're really excited about is our media partners are really stepping up. I'll be attending a meeting at Time Warner Headquarters in New York and they are going to bring together all of the various media entities that they own to basically to hear from us regarding what our go to market strategies are and how they can better integrate and leverage the multiple media properties under the Time Warner umbrella. So we're having those discussions across the board with all of our major media partners.

Both GM VP/Sales, Service and Marketing Mark LaNeve and yourself have stated you're looking for breakthrough advertising and marketing concepts moving forward. What might we be seeing more of down the road?

We're just trying to be more consistent and really kind of raise the level of discipline. If you look at some of the current work like the Cadillac, Life Liberty and Pursuit Campaign; if you look at the Silverado launch, if you look at the work that Sierra is doing with GMC; if you look at some of the Pontiac work as well which is highly integrated between NCAA and major television properties. As well [General Motors Director of Pontiac Marketing] Mark-Hans Richer has done a really nice job leveraging digital and the Internet [see related story in Internet Business Report]. We're just looking for stronger, more compelling creative. We really understand that our target has got to be folks that don't consider GM-which is a younger, more affluent really diverse, urban buyer. The way that we're going to get it done is just having clear, concise messaging. We want to tell the story over time. We obviously need to make an emotional connection in this category. Then last but not least, we talked about ensuring that our media plans are big, bold and that we leverage all the available mediums to ensure that we are communicating with the consumer.