I use rattle can Krylon primer for almost all of my priming. I do notice that some of their primer colors work better than others. I find the gray works best, white works worst, red oxide nearly but not quite as good as the gray. The gray primer is very full-bodied (thick) and covers scratches and seam artifacts well, but does tend to obscure detail. Go lightly with it if model has fine detail, put it on heavy if you are filling seams.
I also sometimes use Duplicolor auto body primer in rattle cans, but find the Krylon a bit cheaper. Wal-mart has it at very good price.