Putting Spiral Integration Into Play
About 10 years ago I wrote my first article in Dealer Magazine on the concept of 'Spiral Integration', where the objective is to utilize each advertising medium's greatest strengths to...
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Right product, right people, right advertising
2010 is going to be a great year. I feel it in my bones. Sort of like that arthritic pain I get just before it rains. Recently I had the...
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Get Focused on More Effective Auto Advertising
As we head into the holiday season, this is the perfect time to get FOCUSED on creating a more effective auto advertising message and media plan. I’d like to suggest...
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Stay Focused On More Effective Auto Advertising
I know that a number of factory folks read my advertising articles in Dealer Magazine as I receive frequent emails, some good, some bad, and have actually developed an E-mail...
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Auto Advertising – 30-Second Ad Challenge
Given the chance, what would each and every employee of your organization say in a thirty-second advertisement? My friend Roy, General Manager of an import dealership in the southwest recently...
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Auto Advertising Nudge for Purchasers to Buy
There are millions of potential car buyers waiting pensively for a ‘sign’ that this is the right time to buy. They’re waiting for someone to say “it’s okay!” They’re waiting...
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Research Increases ROI on Auto Advertising
There was a time when ‘throwing your advertising budget dollars against the wall’ might yield a reasonable return on investment. Newspaper was a powerful information format for potential shoppers. Electronic...
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Advertising: Your Auto Brand is Your Only Blue Sky
It’s been a long time since we’ve heard the expression ’blue sky’ in the sale of automobile dealerships. At one time ’blue sky’ was the amount of money a buyer...
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Back to Basics Advertising and Creative Strategies
“I just don’t know what our message is anymore,” said a California dealer. “Every trick, every con, every hook, every promotion conceivable is being used by someone in our market”....
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10 Auto Advertising Rules – Begin with a Budget, Stick with it
As I sat down to write this article, an e-mail popped up in my inbox from a dealer friend who was a long time client of the advertising agency I...
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