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Without revealing any secret sauce, would you agree that about 1% of your total sales is about right for budgeting a dealership's advertising expense?

NADA provides a Financial Profile - link below - to back this up and I've seen this figure before, which works out to about $600 per vehicle sold.

I know the cost goes up and down with volume, and I know different mediums have different costs per sale, I'm just trying to establish a reasonably accurate number for budgeting purposes.

http://www.nada.org/NR/rdonlyres/502D2FFA-ADEA-40A9-BA95-657DB2C100...

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