If you are disappointed with the results of traditional advertising media such as radio, TV, and newspaper, perhaps it’s time to reevaluate your expectations. Traditional advertising has been around a lot longer than anyone reading this column and, in my view, it still works and is still the best way to sell cars. Yes, the Internet accounts for more and more car sales, but nothing brings them in better than an effective TV, radio, or newspaper ad. So how do you make traditional advertising work for you? First, let’s size up each medium:

•    Television—The majority of dealers don’t understand how TV works. They run a TV advertisement and then measure how many people came in the next day. TV is a long term, brand-building medium. Most dealers do not give TV an adequate chance, so when they have to make cuts in the advertising budget, TV gets cut first. You can’t track TV like print, mail, or Internet and, as a result, dealers often get frustrated when they look at call tracking reports and see only a few calls from TV. My advice is to plug in a monthly budget for TV and keep it running. It is the best way to build your brand name and your store’s reputation.

•    Radio—Radio is from the same family as TV, both are broadcast media, both use the airwaves, and both share some of the same characteristics. Radio can also build brand and, in some cases, you can carry the same audio message as the TV spot. You can brand your jingle, announcer sound, and image just as easily with radio as you can with TV. Radio, like TV, requires heavy frequency to be effective. You must have enough gross rating points and run them over a short stretch of time to maximize results. If your budget permits, use radio and TV together with the same message and you will help each medium become more effective.

•    Newspaper—Newspaper has taken a lot of heat lately, even from this writer, but before we pick out a newspaper-box shaped coffin, I would argue that it still has some life left. In order for newspaper to work you must have realistic expectations. Look at the circulation numbers for the paper in your market. If your circulation is, let’s say, 100,000, expect no more than 25 telephone or in-person responses. Now, if you have your calculator handy, that amounts to 1/40th of one percent. Therefore, in order for you to correctly evaluate newspaper, you need to look at your circulation and see if you can get by with 1/40th of one percent of the people in your market responding, not necessarily buying. If those numbers work you have a chance of success. If not, then maybe this medium is not right for you.
If you have been frustrated with traditional advertising, take a different look at your expectations and then tackle your traditional advertising with the right frame of mind. Once you do, you will see that traditional advertising does work.

Tom Letizia is the president of Letizia Ad Team-Automotive marketing division, a full-service advertising agency specializing in automotive. He can be reached at 702-870-2362 or email This e-mail address is being protected from spambots. You need JavaScript enabled to view it .