Know-How Exchange : Advertising/PR

What are you/your dealership known for?
Who are your likely customers - how old, what income level, etc.?

Are you looking to use your ad to: sell yourself, wish the local team well, offer something special, or share some key knowledge?

If you don't know why you are advertising, why are you advertising?

Jay's advice is the more useful here (and that's being polite). The answers to Jay's questions should spring to mind easily. So I want to put things the other way around - what questions do your customers have when they come to your showroom? This is way harder than just knowing who they are and what they spend - it is also the key to meeting their needs through advertising.

If you can answer a few of the points above we can come up with some ideas and taglines etc.

[headline] Are You Thinking Of Buying A Car?

[body copy] Tell 'em why they should talk with you first, promise benefits like solid tips for car shopping and the like.

I'm not sure why Moriarty finds Jay's questions "more useful" than Gary's question, because they both try to get at the same issue: What's the objective? Why are you advertising? What would success look like?

If we understand what you're trying to accomplish we can definitely help. But if we don't know, then all we're doing is making some assumptions and guessing.

Can you share your thinking and your goal for the advertising?

WOW, first time I see bickering among those smarter than me.

Steve has the right idea. Use a banner so it is seen constantly vs a ad within the program - waste dollars.

All the above is correct, just decide what you should do by knowing what your customer would ask