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INTEGRATED ADVERTISING GUIDE

BRANDRETAIL

OUT-OF-HOME

TELEVISIONRADIO

NEWSPAPER

ONLINE DISPLAYSEARCH/SOCIAL

DEALER SITE3

rd PARTY INDEPENDENT

TRADITIONAL

ONLINE

--------------------------------------------------------------------------------------------------------------- TEAR HERE FOR QUICK REFERENCE ----------------------------------------------------------------------------------------------------------------

Tear off this handy reference guide and keep at your desk.

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INTEGRATED ADVERTISING GUIDE

A quick guide to understanding how Traditional advertising is more similar to Online advertising than you think.

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QUESTIONS? Call 1-800-353-9350 or visit DealerLearningCenter.com

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OLD

BRANDRETAIL

BRAN

D RETAILOUT-OF-HOME TELEVISION RADIO NEWSPAPER

ONLINE DISPLAY SEARCH/SOCIAL DEALER SITE3rd PARTY INDEPENDENT

TRADITIONAL

ONLINE

INTEGRATED ADVERTISING GUIDE

OUT-OF-HOME• Billboards, vehicle wraps, transit advertising, etc.• High reach • Excellent means to create brand awareness

and reinforce message• Length of message must be short; therefore

a supplementary medium vs. primary• Does not deliver highly defined demographic

target audience

TELEVISION• High reach• Strong impact through combined elements of

sight, sound, motion and color• Excellent means to create brand awareness

and reinforce message• Less efficient at reaching highly defined

demographic target audience (better with cable programming vs. broadcast)

• High production cost and high advertising cost compared to other media

RADIO• More efficient at reaching specific

demographic• Station personalities can be used to

lend credibility and persuasiveness to advertising message

• Can be used to build brand awareness; also effective for promoting special offers and sales events

• A secondary medium because listeners are usually engaged in another activity while listening to radio

NEWSPAPER• Immediate but static• Excellent retail advertising opportunity• Good for specific promotions and has

coupon capability • Relatively inefficient at reaching select

target audience• Slightly upscale, older market

• Opportunity to reach in-market car buyers• Highly defined target audience • Search Engine Optimization (SEO) has

high front-end cost but yields meaningful, longer-term results

• Search Engine Marketing (SEM) can be high cost but can be effective at reaching in-market car buyers

• Monitor and protect your online reputation with social

SEARCH/SOCIAL DEALER SITE• Narrow reach but highly defined, in-market

target audience• High upfront development cost but

low long-term maintenance cost• Relies on other media or consumer

awareness to drive traffic

• High reach• Excellent means to create brand awareness

and reinforce message• Highly effective for retail and reaching

in-market car buyers• Variable advertising cost but typically

lower than traditional media

3rd PARTY INDEPENDENT• Potential high reach depending on

site placement• Excellent means to create brand awareness

and reinforce message. Also can be used to promote special offers/incentives.

• Length of message must be short; therefore a supplementary medium vs. primary

• Can deliver highly defined demographic target audience based on website user profile

• Cost-efficient – low production cost, variable advertising cost

ONLINE DISPLAY

ONLIN

E DISP

LAY

• Po

tentia

l high

reac

h dep

endin

g on s

ite pl

acem

ent

• Ex

celle

nt me

ans t

o crea

te bra

nd aw

arene

ss an

d rei

nforce

mes

sage

; also

can b

e use

d to p

romote

sp

ecial

offer

s/inc

entiv

es•

Leng

th of

mess

age m

ust b

e sho

rt; th

erefor

e a

supp

lemen

tary m

edium

vs. p

rimar

y•

Can d

eliver

high

ly de

fined

demo

graph

ic tar

get

audie

nce b

ased

on w

ebsit

e use

r profi

le•

Cost-

efficie

nt –

low pr

oduc

tion c

ost, v

ariab

le

adver

tising

cost

OUT-O

F-HOM

E•

Billbo

ards,

vehicl

e wrap

s, tra

nsit a

dvertis

ing, e

tc.•

High r

each

•

Exce

llent

mean

s to c

reate

brand

aware

ness

and

reinfo

rce m

essa

ge•

Leng

th of

mess

age m

ust b

e sho

rt; th

erefor

e a

supp

lemen

tary m

edium

vs. p

rimar

y•

Does

not d

eliver

high

ly de

fined

demo

graph

ic

targe

t aud

ience

3rd P

ARTY

INDE

PEND

ENT

• Hig

h rea

ch•

Exce

llent

mean

s to c

reate

brand

aware

ness

and

reinfo

rce m

essa

ge•

Highly

effec

tive f

or ret

ail an

d rea

ching

in-m

arket

ca

r buy

ers•

Varia

ble ad

vertis

ing co

st bu

t typ

ically

lowe

r tha

n tra

dition

al me

dia

TELE

VISIO

N•

High r

each

• Str

ong i

mpac

t thro

ugh c

ombin

ed el

emen

ts of

sight,

soun

d, mo

tion a

nd co

lor• E

xcelle

nt me

ans t

o crea

te bra

nd aw

arene

ss an

d rei

nforce

mes

sage

• Le

ss effi

cient

at rea

ching

high

ly de

fined

demo

graph

ic tar

get

audie

nce (

bette

r with

cable

prog

rammi

ng vs

. broa

dcas

t)•

High p

roduc

tion c

ost a

nd hi

gh ad

vertis

ing co

st co

mpare

d to

other

media

SEAR

CH/SO

CIAL

• Op

portu

nity t

o rea

ch in

-mark

et ca

r buy

ers•

Highly

defin

ed ta

rget a

udien

ce

• Se

arch E

ngine

Optim

izatio

n (SE

O) ha

s high

fron

t-end

co

st bu

t yiel

ds m

eanin

gful, l

onge

r-term

resu

lts•

Searc

h Eng

ine M

arketi

ng (S

EM) c

an be

high

cost

but c

an be

eff

ectiv

e at r

each

ing in

-mark

et ca

r buy

ers•

Monit

or an

d prot

ect y

our o

nline

repu

tation

with

socia

l

RADI

O•

More

efficie

nt at

reach

ing sp

ecific

demo

graph

ic•

Statio

n pers

onali

ties c

an be

used

to le

nd cr

edibi

lity

and p

ersua

siven

ess t

o adv

ertisi

ng m

essa

ge•

Can b

e use

d to b

uild b

rand a

waren

ess;

also e

ffecti

ve for

pro

motin

g spe

cial o

ffers

and s

ales e

vents

• A s

econ

dary

mediu

m be

caus

e list

eners

are u

suall

y en

gage

d in a

nothe

r acti

vity w

hile l

isten

ing to

radio

DEAL

ER SI

TE•

Narro

w rea

ch bu

t high

ly de

fined

, in-m

arket

targe

t aud

ience

• Hig

h upfr

ont d

evelop

ment

cost

but lo

w lon

g-term

ma

inten

ance

cost

• Re

lies o

n othe

r med

ia or

cons

umer

aware

ness

to

drive

traffic

NEWS

PAPE

R•

Imme

diate

but s

tatic

• Ex

celle

nt ret

ail ad

vertis

ing op

portu

nity

• Go

od fo

r spe

cific p

romoti

ons a

nd ha

s cou

pon c

apab

ility

• Re

lative

ly ine

fficien

t at r

each

ing se

lect t

arget

audie

nce

• Sli

ghtly

upsc

ale, o

lder m

arket

TRAD

ITIO

NAL

TEAR

HER

E FO

R QU

ICK

REFE

RENC

E

ONLI

NE