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- Title
Are Automobile Dealers Good Judges of Media Allocations?
- Authors
Orenstein, Frank E.
- Abstract
The article reports on advertising media budgets between dealers and manufacturers, specifically in the automobile industry. A survey was conducted by telephone in eighty cities across the U.S. Seven major automobile dealers were selected at random from telephone directories, and interviews were conducted with the owner or manager of each dealership. The large majority of dealers admitted a lack of knowledge of the way in which the advertising dollar was allocated to the media, but this did not stop them from passing judgment on the media weights employed by the factory. Most dealers reported a lack of familiarity with the factory's allocation of the advertising budget. The six primary media include: newspapers, magazines, television, radio, outdoor, and direct mail.
- Subjects
ADVERTISING media planning; AUTOMOBILE dealers; BUDGET; ADVERTISING; MARKETING management; INDUSTRIAL surveys; DEALERS (Retail trade); AUTOMOBILE industry; TELEPHONE surveys; INDUSTRIAL costs; RESOURCE allocation; MASS media research; COMMUNICATIONS research; MARKETING
- Publication
Journal of Marketing, 1962, Vol 26, Issue 1, p76
- ISSN
0022-2429
- Publication type
Article
- DOI
10.2307/1249637