Consumer Reports begins ad campaign

Richard Perez-Pena of the New York Times writes Monday about the new advertising campaign for Consumer Reports, which traditionally has done little or no advertising. And the ads have a target — extended warranties on new cars.

Perez-Pena wrote, “Kenneth Weine, a vice president of Consumers Union, said the ad campaign is a way to further the group’s mission, ‘to make the market a better and safer place for consumers.’

“Of course, it doesn’t hurt if promoting the mission also increases sales. The ads urge consumers to look for more information in Consumer Reports’ April issue, the annual review of cars and trucks, which went on sale a week ago.

“For most of its history, Consumer Reports did little or no advertising, but the current campaign is the fourth in 16 months, Mr. Weine said. The last one warned against gift cards, which often go unused.”

Read more here.