Traditional & Digital Advertising – A Well-Rounded Mix

Advertising continues to evolve as digital options become more cost-effective, and human nature drives people to the web.  Marketing experts agree that advertisers should not completely abandon the use of traditional forms of advertising, like radio, television, outdoor and even newspapers. These forms of media are still prominent in the advertising mix.

TVB, the trade association of America’s commercial broadcast television industry, reported in 2012 that TV continues to be the best driver of automotive marketers, and that local TV stations are the biggest advertising category for the largest industry category that conducts TV advertising. The association reported that from January through September 2012, Chrysler committed 36% of its ad budget to local TV and saw a 14% boost in November unit sales versus November 2011 levels. Honda also increased its local TV ad spend by 38% and garnered a 39% sales bump. And, Subaru spent 95% more on spot television and was rewarded with a nearly 60% rise in November sales over 2011.

The trade group also says 43% of the consumer “purchase” factor for automotive sales came from local TV advertising, with digital advertising (including all online usage except email) factoring into the
purchase at a much lower rate of 12%.

The Radio Advertising Bureau (RAB) reported that the automotive industry also accounts for the top spending on radio advertising in 2012. Furthermore, BIA/Kelsey projected in 2012 that local radio ad spending will continue to grow through 2016. And, the Outdoor Advertising Association reported that Q2 2012 advertising expenditures experienced the ninth consecutive quarter of revenue gains. All proof that traditional advertising is still being used by businesses in the U.S. to reach their consumers.

With all of the available tools to use in advertising campaigns, to generate inbound leads, featuring a phone number – like a memorable vanity 800 number – remains to be the best way to increase response rates, improve ROI, and get hotter inbound leads, close more sales and make more profits.