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?