Successful dealers use a combination of media to insure that a broad range of customers is exposed to their message. Display ads are still used frequently, but many dealers have found that multi-page newspaper inserts can better reach customers. Newspaper ads have great catalogue value, and customers use them to compare offers at various dealerships. Radio and television are proven media that create imagery and reach wide audiences. Because of the wide segmentation of the market, radio spots can be a way to reach targeted customer groups and demographics.
Television is dynamic and creates excitement.
Creative television spots are highly memorable. Unique messages can be reinforced with visuals, music and action. Cable television has become a less expensive way to target specific areas of the city and market groups. Successful retailers have found direct mail to be a highly effective way to build store traffic. Nearly all retailers mail special offers to their customers to help create loyalty and repeat business.