Wow. John Tkac takes live automotive questions directly from broadcasters! In this session, he answers the following questions:
- Why have dealers’ direct mail budgets stayed consistent?
- What is the difference between pump in and pump out?
- Are 15 second short form ads more valuable or do dealers prefer traffic and weather type sponsorship ads?
- How do we get the attention of a dealer’s ad agency that only wants to talk about ratings?
- When manufacturers offer more co-op reimbursement for using their pre-produced ads, the dealer then loses most of their time to sell a car. Nice branding and pre-approved co-op, but what do you do?
- What would you say to a Chevy dealer who refuses to do any radio or TV to get him to reconsider that strategy?
