As the U.S. auto industry experiences enormous stock decline, shifting advertising strategies may help steer away negative perception on how the auto industry spends money. Just the other day, I saw a full-page back cover ad in the Chicago Tribune for one of the begging for bailout money automakers. Realizing a full page is costly and un-targeted when running outside of the auto section, I questioned how the company justifies buying such an inefficient placement. I know that advertising is paramount in keeping – and hopefully building – the customer base for a business. But my question is: shouldn't the ad budget be used in a less expensive, and more importantly, an efficient way? This would still market the automobile and it would also communicate that the auto manufacturer understands that they have made poor marketing decisions in the past and are now seeking smarter solutions for their needs.
Dan Murray, Manager, Emerging Media
