This week’s blog from Cumulus Media | Westwood One’s Audio Active Group looks at marketing strategies for new and used auto dealers – historically radio’s biggest advertiser category. Nielsen senior client
solutions executive Michael Katz writes that, according to Scarborough consumer purchase data, consumers were asked to “select auto dealerships where you or other household members might shop if you were planning to buy or lease a new or used vehicle (including in-store and online shopping)” and 36% were unable to name an auto dealer. Katz adds that one out five auto intenders (21%), those who will lease or buy a new or used vehicle in the next year, cannot name one auto dealer. He says, “Auto dealers need ads that teach people who they are and build their brands.” Read the full blog post here.
