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Let an Agency Handle Your Media Buy … and Get Your Own Event Tickets!

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Let’s examine a scenario that happens often to a dealer: A radio sales representative will call or stop by a dealership and tell the dealer and/or general manager about an incredible “sports package” they have available. Their ads would run prominently during the “big game” airing on their station – and to top it all off, they’ll throw in four tickets to the game itself!

On the surface, such a media buy seems like a good deal. Too bad that, most of the time, this just isn’t true.

Why not? Media buying is a specialized skill that takes an in-depth understanding of the dealer’s market and the latest industry software, things a dealer doesn’t have. An agency’s buyers, like those at JKR Automotive Advertising, have insight leading to informed decisions on the best ways to allocate a dealer’s ad budget. While one-off projects like a sports package might be beneficial to the dealer’s bottom line, there’s also the possibility it might not be. Without a knowledgeable individual handling the media buy, how would the dealer really know? And even if it is determined to be beneficial, a media buyer could almost assuredly negotiate better rates. JKR spares no expense when it comes to getting the best rates for our clients, including a ratings data subscription to Nielsen, which helps us “buy by the numbers”.

The Bottom Line
So while it might seem cost-effective to handle media buying internally – especially when a carrot like expensive event tickets are tossed in as an incentive to do so – the benefits of hiring an advertising agency like JKR far outweigh any perks you might get from dealing directly with radio station reps. With the money you’d save, you could buy your own tickets, and then some!

If you need assistance with your dealership’s media buy or anything else connected with your overall advertising efforts, our experienced team of professionals are ready to help! With JKR’s assistance, our clients gain a huge competitive edge with innovative on-point creative, vital stats on what’s happening in your media market and, of course, the lowest ad rates of anyone in your area! Call us at (321) 397-0777 to find out more.

JKR Automotive Advertising: We Move Cars.

University Kia

Hard-Working Staff, Creative Advertising Keep University Kia Atop Alabama Kia Dealer New-Car Sales

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It isn’t uncommon for longtime JKR client University Kia in Huntsville, Alabama to be at the top of local, regional and state sales numbers in terms of new Kia vehicles sold. After all, it’s something they’ve been doing it for years!

July was no exception, as they took first place not only in their district, but for the entire state of Alabama – selling 21 more new Kias than their next-closest competitor. We congratulate them for achieving yet another impressive sales milestone.

Among the many things that separate University Kia from the competition is its exceptionally creative TV ads, which have gained the dealership widespread local acclaim. Managing Partner Arthur Seaton and his son Ajay have become celebrities in our area, to the point where Arthur was featured on the “Tennessee Valley Living” show, which airs on WAFF-TV in Huntsville. The segment was so popular that, three months later, he appeared again on the program.

July’s unique commercials included a “Summer Blockbuster” theme, as well as a shorter “Shockingly Easy Credit” spot.

These unique ads are just one of the ways we keep University Kia connected to the people in the greater Huntsville area. To find out more – and specifically, how JKR Automotive Advertising can help you achieve similar results – give us a call today at (321) 397-0777 or visit www.jkrads.com.

JKR Automotive Advertising: We Move Cars.

Mechanical,Stopwatch

Key Ingredients of an Automotive Spot, Part II: What’s the Ideal Automotive Spot Length?

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The subject of the ideal automotive spot length should be closely examined before executing a monthly advertising campaign. It is certainly an important factor when predicting and, ultimately, gauging the effectiveness of conveying the intended message to the target audience. Here at JKR Automotive Advertising & Marketing, we’re often asked about this very thing.

While there isn’t a one-size-fits-all answer, there are factors to consider when determining the proper duration.

Radio and television spots are generally either 15, 30 or 60 seconds long and, of course, vary in price depending on duration, among other factors. So … should a dealer opt for a longer spot that allows for more information; or should they choose a shorter spot that could perhaps be given more airplay due to the cheaper rate? Let’s discuss!

Pros and Cons of a :15 Spot
One of the unique uses of a 15-second spot is utilizing them as “bookends”. It’s essentially a 30-second spot broken up into a pair of 15-second ads, which helps combat a frequency issue with a dealer whose budget might be smaller than some others. On the negative side, research has shown that the recall abilities of consumers are lower with a :15 spot than that of its longer counterparts.

Pros and Cons of a :30 Spot
For starters, the obvious: A 30-second spot will be less expensive to air and produce than a 60-second spot, and 30 seconds is ample time to get your message across in many instances. In the case of an automobile dealer with co-op guidelines to follow, it may be difficult to get all pertinent information into a spot, add in the elements to make it co-op eligible, and still achieve some degree of creativity.

Pros and Cons of a :60 Spot
Other than price, there really is no downside to a 60-second spot. They provide more room for creativity and storytelling. Advertisers can take their time to develop a narrative, engage viewers emotionally, and captivate their attention for a longer duration. The extra half-minute can be particularly impactful for campaigns with a specific target audience or spots requiring specific co-op terminology to be compliant.

What’s the Answer?
Ultimately, the best length for an automotive spot length – Radio or TV – depends on the specific circumstances, budget and objectives of the advertising campaign. If you’re unsure what’s best for you, give JKR Automotive Advertising a call today at (321) 397-0777 and we’ll help you come to the correct decision.

In our next blog, we’ll continue highlighting the elements that make up a great automotive advertisement. This time, we’ll take a closer look at automobile dealers who choose to be the spokespeople for their stores.

JKR Automotive Advertising: We Move Cars.

Key Ingredients of an Automotive Spot, Part I: Should it Be Funny or Serious?

Key Ingredients of an Automotive Spot, Part I: Should it Be Funny or Serious?

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Automotive adverting can be found almost anywhere. You hear ads on the radio and see them on TV, online and even on billboards. The goal, of course, is to leave a lasting, positive impression upon the audience so they want to know more about your store and its vehicles/services. To do that, many decisions must be made concerning your advertising. Over the next several blogs, we’ll be looking at some of the most important elements that go into the production of an automotive advertisement.

In this post, we’ll be discussing whether your advertisement should be funny or serious, and which one is right for your particular situation.

Option One: Funny
Some dealers are firm believers in creating fun, light-hearted advertisements, taking advantage of humor’s ability to bring about an emotional connection with their audience (audio only, visual only or both). Through the use of humor, automobile dealers can create a hard-to-forget experience that sticks in the mind of the audience even after the commercial has ended.

Because the average consumer is bombarded with advertisement on a regular, day-in-and-day-out basis, a funny commercial effectively cuts through the proverbial clutter and helps the dealer stand out amidst a sea of competitors. The use of humor can increase the likelihood of brand recall, and it also helps showcase the dealership’s personality and values.

Option Two: Serious
Other dealers choose to avoid humor, instead opting to present factual information in a serious manner in an effort to establish credibility and build trust. They would rather appeal to the practical side of the audience by highlighting the key features and benefits of their vehicles, as well as the “hook” that makes them want to buy that specific model.

In addition, if a dealership has an already-established reputation for being serious and ultra-professional, a humorous commercial could be a detriment to their store’s image.

Which One Should You Choose?
The truth is, it depends on the dealership. Humor is engaging but not always appropriate. Serious elicits feelings of trust but sometimes seems a little stuffy in certain situations. Ultimately, the choice between funny and serious comes down to your view of what the dealership’s identity and message should be when presented to the target audience. When you fully understand the positives and negatives of each approach, you’ll be well on your way to creating advertisements that capture and retain interest.

If you have questions about which is best, give us a call today at (321) 397-0777 and we’ll help you make the best decision for you and your dealership.
Next time, we’ll take another look at another important ingredient of an automotive advertisement.

JKR Automotive Advertising: We Move Cars.

Macy Mercado

JKR Featured Team Player of the Month – Macy Mercado

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Congratulations Macy Mercado 

April 2021 Featured Team Player

We appreciate your hard work and all you do for us! Your dedication and incredible work ethic truly help us continue surpassing our overall business goals.

We want you to know we feel incredibly fortunate to have you with us and everyone on the team is proud to call you their colleague.

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JKR Featured Team Player of the Month – Macy Mercado
MEET OUR TEAM

That’s why you’re our featured team player this month! Thank you for everything you have done and continue to do for JKR! Please accept this token of appreciation as our sincere gratitude for helping to make our company what it is today.

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