The Apprentice, Oprah Winfrey and Pontiac Pontiac is on a promotional roll. Last September Oprah Winfrey and Pontiac teamed up to give away 276 Pontiac G6 cars -- a $7 million promotional give away. Then, just last week, The Donald (Trump, not Duck) included the new Pontiac Solstice in a weekly challenge -- for an estimated $4 million price tag. Was it worth it? In Oprah's case, no. Take a look at the Reach graph for Pontiac.com. Last September, when Oprah gave away the cars, it had a modest effect on Pontiac.com's traffic, increasing their reach from 50 to 175 per million. In other words, .005% of Alexa's audience went to Pontiac.com prior to the show, and after the show .02% of Alexa's audience visited. In real dollars per site visitor, that cost $112 per... How about Trump. Did he do any better? Again, take a look at the graph. Prior to the show, Pontiac had been improving their audience size to a more respectable 150 per million, or .015% of the Alexa audience. After the show, Pontiac.com hit 700 per million, or .07% of the Alexa audience. Not bad. That works out to approximately $11.50 per site visitor -- a much better bang for the buck than Oprah's giveaway. Of course, Pontiac is not in the business of getting people to visit their Web site. They are in the business of selling cars. But still, the number of people of visiting their Web site can't be ignored as irrelevant. Pontiac gets kudos for having impressive marketing savvy, but it still has a long way to go before it can "trump" Ford or Toyota, both of which have an average Reach of 400 per million. As of today Pontiac is back down to a Reach of 175 per million. Comparison Graph Link. By the way, have you seen the new Pontiac Solstice? Nice... (They didn't pay me to say that... unfortunately.) Link.