In a recent article, noted broadcast advertising expert Adam Armbruster notes, “As I view tier two and three automotive TV ads from city to city, they make me wonder.”
Tier-two spots typically are run collectively by local dealers or by dealers with multiple stores. Tier-three ads focus on individual dealerships.
Which of these ads work best to retain and build brand share? Which drive real traffic to dealerships? What tier-two marketing elements are relevant to a buyer?
Is tier-two marketing in synch with a digital car buyer?
From what we hear from dealers, some tier-two efforts have room for improvement in this fast-paced selling environment.
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