Automotive Digital Marketing

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Here's what the Newspaper Association of America says, and despite being from sources of Print, the principles would apply to Digital Marketing and Advertising as well...

1. People have new wants and needs every day.

Very few people have a need for any specific merchandise item on any given day. Half of consumers who had bought items in a week said that their decision to shop was made that day. Frequent advertising reaches this “thin market” when they are ready to buy, not just when you are ready to sell. (How America Shops & Spends, 2006)

2. Frequent advertising reaches your customers regardless of reading habits.

Frequency builds awareness. Awareness builds familiarity and familiarity builds trust. Conventional wisdom says that your audience needs to be exposed to your ad 2.5 times to sink in and build awareness. Just like dieting, advertising gets the best results over time. Each ad builds on prior brand recognition.

3. Frequency offers you the best rates.

Most newspapers today offer significant incentives for increasing frequency. Whether these incentives are for repeating an ad in a certain period or for contracting to run a certain amount of space over time or investing a certain amount of money, newspapers recognize the need for frequency and encourage customers to use it.

4. Today's ad may influence but tomorrow’s will close the deal for a lukewarm prospect.

Like pushing a ball up a hill, it is better to push slowly than to push quickly and run out of energy halfway up.

5. Frequent advertising helps you beat your competition.

If you are not advertising as much as your competition does, who is more likely to reach the consumer who is ready to shop?

6. Everyday you:

* Open your store.
* Keep your shelves stocked.
* Keep your phone connected.
* Have your staff come to work.

Shouldn’t you invite customers in by advertising frequently?

Advertising is one of your smallest expenses. Yet, not using it often enough can kill your business For the average business, the investment in advertising could be as low as 2-3 percent.

7. Advertising frequently = higher than average results.

A study by Information Resources Inc. in the 1990’s indicated that base sales and price elasticity change over time with the pressure of long-term advertising. Core demand, or brand equity, grows with increased advertising, showing a positive effect overall. Furthermore, the long-term effect of advertising led to a brand being less price-sensitive. This could be good news for manufacturers keen to apply gradual price increases after initially dropping the price after launch.

8. Frequent advertising

You can avoid spikes in customer traffic, efficiently utilize resources and manage inventory.

9. Frequency helps your advertising cut through the clutter

Mohammed Ali did not become heavyweight champion of the world by punching 20 people one time each. No, he became the champ by punching one guy 20 times. By applying frequency to the poor opponent’s head, Ali was able to bring his message home.

Have you ever trained a puppy? Did you find yourself repeating your commands? Is that more likely to get the pup to change behavior? Repeating yourself to a target consumer increases the odds that your message will get through.

According to an article in The Financial Times, day-after recall scores for television advertisements have collapsed, from 35 percent in the 1960s to 10 percent today. If you come in at 10% you are a success even though 90% don’t even remember it. Of those who do notice it, very little focus on it and fewer still understand it. Even fewer are motivated to act on it.

10. People forget!

What are the statistics about how fast people forget.? It used to be that something like 80% forget a message in 24 hours. But, I forget.

First Published:
December 20, 2007


Tags: Dealership Advertising, advertising Reasons, advertising expense, automotive advertising

Views: 25


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Replies to This ADM Discussion

Hey Ralph,

Your "discalimer" that the referenced value of frequency is relevant across all media was the only reason that I read past number 2 on the list! There is no question that frequency builds retention of a message and top of the mind awareness - assuming that the message is consistent, however print is not a frequency media since it is no longer part of the "habit" of the majority of today's shoppers to use the newspaper as their primary resource for information.

In the "old days" people would wait for their morning paper to learn about current events - as well as current sales - but those days are long gone. Radio has held a consistent role in consumers daily routines since many are locked in their cars for an hour plus per day and TV certainly still captures a great deal of our daily lives - although Tivo and Satellite dishes are cutting into their advertising value - but the speed and efficiency of the Internet has trumped them all and absolutely signed the death certificate for the newspaper as a "frequency media."

Sure, some people - my wife included - still check the Sunday paper for the ads and even the Thursday paper for the coupons and supermarket specials but most only check the paper on special ocassions. Sure, that may even include the ocassional car buyer BUT, they would certainly not have developed any consistency in a car ad even if they read the paper everyday since if they are not in the market the classified ads would wind up in the bird cage or some similarly demeaning place in their lives!

At best, a placement in the sports section or maybe near the movie listings might be seen on a somewhat regular basis to develop SOME frequency and retention but it is so far down the food chain for verifiable R.O.I. that it would be throwing away money - literally since the paper is more often found in the trash than on the front seat of the trade-in.


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