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Let an Agency Handle Your Media Buy … and Get Your Own Event Tickets!

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Let’s examine a scenario that happens often to a dealer: A radio sales representative will call or stop by a dealership and tell the dealer and/or general manager about an incredible “sports package” they have available. Their ads would run prominently during the “big game” airing on their station – and to top it all off, they’ll throw in four tickets to the game itself!

On the surface, such a media buy seems like a good deal. Too bad that, most of the time, this just isn’t true.

Why not? Media buying is a specialized skill that takes an in-depth understanding of the dealer’s market and the latest industry software, things a dealer doesn’t have. An agency’s buyers, like those at JKR Automotive Advertising, have insight leading to informed decisions on the best ways to allocate a dealer’s ad budget. While one-off projects like a sports package might be beneficial to the dealer’s bottom line, there’s also the possibility it might not be. Without a knowledgeable individual handling the media buy, how would the dealer really know? And even if it is determined to be beneficial, a media buyer could almost assuredly negotiate better rates. JKR spares no expense when it comes to getting the best rates for our clients, including a ratings data subscription to Nielsen, which helps us “buy by the numbers”.

The Bottom Line
So while it might seem cost-effective to handle media buying internally – especially when a carrot like expensive event tickets are tossed in as an incentive to do so – the benefits of hiring an advertising agency like JKR far outweigh any perks you might get from dealing directly with radio station reps. With the money you’d save, you could buy your own tickets, and then some!

If you need assistance with your dealership’s media buy or anything else connected with your overall advertising efforts, our experienced team of professionals are ready to help! With JKR’s assistance, our clients gain a huge competitive edge with innovative on-point creative, vital stats on what’s happening in your media market and, of course, the lowest ad rates of anyone in your area! Call us at (321) 397-0777 to find out more.

JKR Automotive Advertising: We Move Cars.

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Key Ingredients of an Automotive Spot, Part II: What’s the Ideal Automotive Spot Length?

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The subject of the ideal automotive spot length should be closely examined before executing a monthly advertising campaign. It is certainly an important factor when predicting and, ultimately, gauging the effectiveness of conveying the intended message to the target audience. Here at JKR Automotive Advertising & Marketing, we’re often asked about this very thing.

While there isn’t a one-size-fits-all answer, there are factors to consider when determining the proper duration.

Radio and television spots are generally either 15, 30 or 60 seconds long and, of course, vary in price depending on duration, among other factors. So … should a dealer opt for a longer spot that allows for more information; or should they choose a shorter spot that could perhaps be given more airplay due to the cheaper rate? Let’s discuss!

Pros and Cons of a :15 Spot
One of the unique uses of a 15-second spot is utilizing them as “bookends”. It’s essentially a 30-second spot broken up into a pair of 15-second ads, which helps combat a frequency issue with a dealer whose budget might be smaller than some others. On the negative side, research has shown that the recall abilities of consumers are lower with a :15 spot than that of its longer counterparts.

Pros and Cons of a :30 Spot
For starters, the obvious: A 30-second spot will be less expensive to air and produce than a 60-second spot, and 30 seconds is ample time to get your message across in many instances. In the case of an automobile dealer with co-op guidelines to follow, it may be difficult to get all pertinent information into a spot, add in the elements to make it co-op eligible, and still achieve some degree of creativity.

Pros and Cons of a :60 Spot
Other than price, there really is no downside to a 60-second spot. They provide more room for creativity and storytelling. Advertisers can take their time to develop a narrative, engage viewers emotionally, and captivate their attention for a longer duration. The extra half-minute can be particularly impactful for campaigns with a specific target audience or spots requiring specific co-op terminology to be compliant.

What’s the Answer?
Ultimately, the best length for an automotive spot length – Radio or TV – depends on the specific circumstances, budget and objectives of the advertising campaign. If you’re unsure what’s best for you, give JKR Automotive Advertising a call today at (321) 397-0777 and we’ll help you come to the correct decision.

In our next blog, we’ll continue highlighting the elements that make up a great automotive advertisement. This time, we’ll take a closer look at automobile dealers who choose to be the spokespeople for their stores.

JKR Automotive Advertising: We Move Cars.

Automotive News This Month – July 2021

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Automotive News This Month – July 2021

Study: Coronavirus Pandemic Increased Loyalty to Brands, Dealers

Chris Teague | Jul 15, 2021

According to the 2021 J.D. Power U.S. Automotive Brand Loyalty Study, the coronavirus pandemic caused new vehicle buyers to rely heavily on existing relationships with dealers and on trust in a familiar vehicle brand. the study measures the percentage of vehicle buyers who choose to purchase the same brand of vehicle they are trading in, and during a year of uncertainty, consumers were more brand-loyal in general and brands with an already robust fan base improved as well.

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Automotive News This Month

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Automotive News This Month

From Forbes.com’s – Jim Davis, Director of the Automotive Business Unit at SAP

The New Auto Industry: Change And Innovation For A Sustainable World

There is a story many like to tell about human ingenuity – or rather, its limits. It goes something like this. In the late 1800s, larger cities around the world were drowning in horse manure thanks to the widespread usage of horse-drawn carriages.

According to Historic UK, in London alone there were 11,000 cabs each needing a horse, not to count the horse-drawn busses that required 12 horses each. And, each horse produced 15 to 35 pounds of manure per day.

The problem was worse in New York, where there were 100,000 horses producing 2.5 million pounds of manure a day.

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