Almost half of all auto dealers surveyed will move ad dollars into direct mail and other measurable media this year, according to a study by Aspen Marketing Services.
This shift will occur as 90% of the dealers cut back or hold the line on their overall advertising expenditures, Aspen reported.
Fifty-four percent of the dealers surveyed use direct mail. In addition, 71% use promotions and 68% use special events.
“Clearly, these findings represent an opportunity for direct marketers,” said Patrick O
Network
