In another example of fishing where the fish are, much of Chevrolet's online budget will be spent to back its Aveo subcompact.

Nearly half of Chevy's online advertising budget will be spent on launching the redone Aveo, the 18-34-year-old target audience of which spends an average of two hours a day online, reports AdAge. The campaign breaks in mid-September, and Campbell-Ewald has brought in media and entertainment shop Radical Media to help with the launch.

Otherwise, General Motors brand is remaining mum about details, only saying the ads "will point out that we have the big little car." That's the theme Chevy used 2-3 years ago to launch the Aveo - on TV, during the Super Bowl.

TV will still account for some 35 percent of Aveo's re-launch budget, which will include print buys and guerilla-marketing street teams as well.