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Jared Hamilton
From: Jared Hamilton
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Lindsey Auguste and Dennis Galbraith

Lindsey Auguste and Dennis Galbraith Investigative Reporters

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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.

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