Franchise Dealer Advertising Study: Is the Shift to Digital Advertising Generating Results for Dealers?


Summary:
MK&A is investigating franchise dealer advertising to understand the relevance of specific mediums for dealers and their co-op partners. Earlier this year, we researched the digital marketing space and discovered that many dealers were dropping certain digital partners and/or restoring a portion of their ad budget to traditional media. While most observers of automotive advertising predict further dominance by digital media, we wonder if some forms of traditional media are being overlooked as a result of digital advertising hype.

To get a better idea of the effectiveness of the dealership advertising, MK&A is conducting a short and simple ten-minute online dealer survey. Participants in this study will receive a $25 American Express gift card after completing the online survey. Additionally, all participating dealers will receive an analysis from MK&A on our findings (which might prove useful in optimizing future advertising spend).

To be eligible, dealer participants must:

  • Currently be responsible (direct or oversight) for advertising and marketing spend at a franchise car dealership in the U.S.
  • Be knowledgeable on the effectiveness of various mediums.
  • Have at least ten years’ experience in automotive retail.
  • Have experience with these mediums:
    • Digital
    • Direct mail
    • Newspaper/magazine
    • Outdoor (billboard)
    • Radio
    • Television

    If you qualify for the above, please e-mail the information below to AdSurvey@maryannkeller.com. Once your information is reviewed and approved, a link to the survey will be e-mailed to you.

    • Name
    • Title
    • Dealership name with franchise(s)
    • Any comments (optional)