Automotive Marketing

Halliday, Jean
April 2000
Advertising Age;4/17/2000, Vol. 71 Issue 17, ps1
Trade Publication
This article presents the results of a 2000 survey by consultancy A.T. Kearney which revealed that automobile industry executives expect to cut traditional media spending drastically in favor of the Internet by 2005. Jim Schroer, VP of global marketing at Ford Motor Co., predicts the automobile industry's spending in Internet advertising, events, direct marketing and owner relationship programs would exceed spending in traditional media in 15 to 20 years. The dollar shifts may come faster. Lou Schultz, chairman and CEO of Western Initiative Media North America, predicts traditional media will account for a mere 10% of every car marketer's total advertising budget between 2005 and 2007. TV will remain a factor, but advertising dollars will move to direct response efforts from general advertising. Still, the automobile executives surveyed say they believe 50.5% of new car and truck buyers enter the purchasing process after viewing advertisements in traditional media.


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