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INTEGRATED ADVERTISING GUIDE
BRANDRETAIL
OUT-OF-HOME
TELEVISIONRADIO
NEWSPAPER
ONLINE DISPLAYSEARCH/SOCIAL
DEALER SITE3
rd PARTY INDEPENDENT
TRADITIONAL
ONLINE
--------------------------------------------------------------------------------------------------------------- TEAR HERE FOR QUICK REFERENCE ----------------------------------------------------------------------------------------------------------------
Tear off this handy reference guide and keep at your desk.
TEAR HERE
INTEGRATED ADVERTISING GUIDE
A quick guide to understanding how Traditional advertising is more similar to Online advertising than you think.
© 2012 AutoTrader.com, Inc. All Rights Reserved. “AutoTrader.com”is a registered trademark of TPI Holdings, Inc. used under exclusive license.
QUESTIONS? Call 1-800-353-9350 or visit DealerLearningCenter.com
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OLD
BRANDRETAIL
BRAN
D RETAILOUT-OF-HOME TELEVISION RADIO NEWSPAPER
ONLINE DISPLAY SEARCH/SOCIAL DEALER SITE3rd PARTY INDEPENDENT
TRADITIONAL
ONLINE
INTEGRATED ADVERTISING GUIDE
OUT-OF-HOME• Billboards, vehicle wraps, transit advertising, etc.• High reach • Excellent means to create brand awareness
and reinforce message• Length of message must be short; therefore
a supplementary medium vs. primary• Does not deliver highly defined demographic
target audience
TELEVISION• High reach• Strong impact through combined elements of
sight, sound, motion and color• Excellent means to create brand awareness
and reinforce message• Less efficient at reaching highly defined
demographic target audience (better with cable programming vs. broadcast)
• High production cost and high advertising cost compared to other media
RADIO• More efficient at reaching specific
demographic• Station personalities can be used to
lend credibility and persuasiveness to advertising message
• Can be used to build brand awareness; also effective for promoting special offers and sales events
• A secondary medium because listeners are usually engaged in another activity while listening to radio
NEWSPAPER• Immediate but static• Excellent retail advertising opportunity• Good for specific promotions and has
coupon capability • Relatively inefficient at reaching select
target audience• Slightly upscale, older market
• Opportunity to reach in-market car buyers• Highly defined target audience • Search Engine Optimization (SEO) has
high front-end cost but yields meaningful, longer-term results
• Search Engine Marketing (SEM) can be high cost but can be effective at reaching in-market car buyers
• Monitor and protect your online reputation with social
SEARCH/SOCIAL DEALER SITE• Narrow reach but highly defined, in-market
target audience• High upfront development cost but
low long-term maintenance cost• Relies on other media or consumer
awareness to drive traffic
• High reach• Excellent means to create brand awareness
and reinforce message• Highly effective for retail and reaching
in-market car buyers• Variable advertising cost but typically
lower than traditional media
3rd PARTY INDEPENDENT• Potential high reach depending on
site placement• Excellent means to create brand awareness
and reinforce message. Also can be used to promote special offers/incentives.
• Length of message must be short; therefore a supplementary medium vs. primary
• Can deliver highly defined demographic target audience based on website user profile
• Cost-efficient – low production cost, variable advertising cost
ONLINE DISPLAY
ONLIN
E DISP
LAY
• Po
tentia
l high
reac
h dep
endin
g on s
ite pl
acem
ent
• Ex
celle
nt me
ans t
o crea
te bra
nd aw
arene
ss an
d rei
nforce
mes
sage
; also
can b
e use
d to p
romote
sp
ecial
offer
s/inc
entiv
es•
Leng
th of
mess
age m
ust b
e sho
rt; th
erefor
e a
supp
lemen
tary m
edium
vs. p
rimar
y•
Can d
eliver
high
ly de
fined
demo
graph
ic tar
get
audie
nce b
ased
on w
ebsit
e use
r profi
le•
Cost-
efficie
nt –
low pr
oduc
tion c
ost, v
ariab
le
adver
tising
cost
OUT-O
F-HOM
E•
Billbo
ards,
vehicl
e wrap
s, tra
nsit a
dvertis
ing, e
tc.•
High r
each
•
Exce
llent
mean
s to c
reate
brand
aware
ness
and
reinfo
rce m
essa
ge•
Leng
th of
mess
age m
ust b
e sho
rt; th
erefor
e a
supp
lemen
tary m
edium
vs. p
rimar
y•
Does
not d
eliver
high
ly de
fined
demo
graph
ic
targe
t aud
ience
3rd P
ARTY
INDE
PEND
ENT
• Hig
h rea
ch•
Exce
llent
mean
s to c
reate
brand
aware
ness
and
reinfo
rce m
essa
ge•
Highly
effec
tive f
or ret
ail an
d rea
ching
in-m
arket
ca
r buy
ers•
Varia
ble ad
vertis
ing co
st bu
t typ
ically
lowe
r tha
n tra
dition
al me
dia
TELE
VISIO
N•
High r
each
• Str
ong i
mpac
t thro
ugh c
ombin
ed el
emen
ts of
sight,
soun
d, mo
tion a
nd co
lor• E
xcelle
nt me
ans t
o crea
te bra
nd aw
arene
ss an
d rei
nforce
mes
sage
• Le
ss effi
cient
at rea
ching
high
ly de
fined
demo
graph
ic tar
get
audie
nce (
bette
r with
cable
prog
rammi
ng vs
. broa
dcas
t)•
High p
roduc
tion c
ost a
nd hi
gh ad
vertis
ing co
st co
mpare
d to
other
media
SEAR
CH/SO
CIAL
• Op
portu
nity t
o rea
ch in
-mark
et ca
r buy
ers•
Highly
defin
ed ta
rget a
udien
ce
• Se
arch E
ngine
Optim
izatio
n (SE
O) ha
s high
fron
t-end
co
st bu
t yiel
ds m
eanin
gful, l
onge
r-term
resu
lts•
Searc
h Eng
ine M
arketi
ng (S
EM) c
an be
high
cost
but c
an be
eff
ectiv
e at r
each
ing in
-mark
et ca
r buy
ers•
Monit
or an
d prot
ect y
our o
nline
repu
tation
with
socia
l
RADI
O•
More
efficie
nt at
reach
ing sp
ecific
demo
graph
ic•
Statio
n pers
onali
ties c
an be
used
to le
nd cr
edibi
lity
and p
ersua
siven
ess t
o adv
ertisi
ng m
essa
ge•
Can b
e use
d to b
uild b
rand a
waren
ess;
also e
ffecti
ve for
pro
motin
g spe
cial o
ffers
and s
ales e
vents
• A s
econ
dary
mediu
m be
caus
e list
eners
are u
suall
y en
gage
d in a
nothe
r acti
vity w
hile l
isten
ing to
radio
DEAL
ER SI
TE•
Narro
w rea
ch bu
t high
ly de
fined
, in-m
arket
targe
t aud
ience
• Hig
h upfr
ont d
evelop
ment
cost
but lo
w lon
g-term
ma
inten
ance
cost
• Re
lies o
n othe
r med
ia or
cons
umer
aware
ness
to
drive
traffic
NEWS
PAPE
R•
Imme
diate
but s
tatic
• Ex
celle
nt ret
ail ad
vertis
ing op
portu
nity
• Go
od fo
r spe
cific p
romoti
ons a
nd ha
s cou
pon c
apab
ility
• Re
lative
ly ine
fficien
t at r
each
ing se
lect t
arget
audie
nce
• Sli
ghtly
upsc
ale, o
lder m
arket
TRAD
ITIO
NAL
TEAR
HER
E FO
R QU
ICK
REFE
RENC
E
ONLI
NE
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