Getting Added Value
Automotive Advertising
How much added value are you asking for from your media companies and how much are they giving you? You need to audit your buy and demand a bonus spot report showing the lengths of spots and time period in which they ran once a month is over and a media buy is complete.
If you don’t ask, you may never receive. Commit to long-term money and you can get long-term value crammed into a very short window. How would you feel about over 5000 Cable Spot in a month and 203 Network TV spots? Well one of Strong’sdealers got this many in the month of March and didn’t even spend 6 figures in media money to get them. Better yet, unlike Stewart Houser – my spots actually ran. They didn’t get placed on a buy and factored in to a buy summary to make the reach and frequency report look better.
