Notifications & Messages

Jared Hamilton
From: Jared Hamilton
Hey - It’s time to join the thousands of other dealer professionals on DrivingSales. Create an account so you can get full access to the articles, discussions and people that are shaping the future of the automotive industry.
×
Lindsey Auguste and Dennis Galbraith

Lindsey Auguste and Dennis Galbraith Investigative Reporters

Exclusive Blog Posts

Women in the Dealer Workforce: Where We Are & Where We Can Go

Women in the Dealer Workforce: Where We Are & Where We Can Go

It’s no secret that women make up a small portion of the dealer workforce and turnover among women is high. By not attracting and retaining women in the …

Car Subscriptions - Q and A with Bill Playford

Car Subscriptions - Q and A with Bill Playford

I had the chance to interview Bill Playford about car subscription services, and how they're going to change the marketplace. Take a look what this ins…

Be The Exception

Be The Exception

How brilliant marketers find and follow what makes their stories different in a world full of average content DrivingSales is excited to announce th…

Keeping Up with the Joneses in Quick Lube

Keeping Up with the Joneses in Quick Lube

More than half of all sales customers will abandon your dealership’s service department in the first year. It’s a widely varying statistic &nda…

It Has Never Been Easier To Be Average

It Has Never Been Easier To Be Average

It has never been easier to be average. This post was written by Jay Acunzo, who will be speaking at the upcoming DrivingSales Executive Summit in Octob…

Clearing Up the Automotive News Confusion

 

If you were confused by Vince Bond Junior's front-page article in Automotive News yesterday, New-Age Ads Grab More Auto Ad Bucks, it's not your fault. The terms traditional and non-traditional advertising don't have clear and stable definitions. But the terms measured and unmeasured advertising are defined and unmeasured is not synonymous with non-traditional. Here are some examples:

  • ·         Direct Mail is traditional but unmeasured
  • ·         Online Banner ads are non-traditional but measured
  • ·         Television is traditional and measured
  • ·         Search is non-traditional and unmeasured

No, you were not losing your mind. Things are complicated enough without mixing terms that cannot be mixed. The point of the article was that many manufacturers are moving advertising dollars from things that don't work as well as they used to toward new methods of engaging audiences and individuals. Not exactly breaking news, but it's always nice to know your franchise is doing the right thing

Russ Chandler
You CAN measure direct mail- http://bit.ly/MXA9Dm
Dennis Galbraith
Russ, that is part of the confusion with this term. You bet direct mail can be measured, but it is not included as measured in this definition. In this context measured has nothing to with with "can" measure in terms of performance and everything to do with whether the amount spent is measured by ad agencies collectively.
Dennis Galbraith
Russ, that is part of the confusion with this term. You bet direct mail can be measured, but it is not included as measured in this definition. In this context measured has nothing to with with "can" measure in terms of performance and everything to do with whether the amount spent is measured by ad agencies collectively.

 Unlock all of the community & features  Join Now