Automotive Dealership Advertisement

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Staying in your lane by understanding the tiered advertising system

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Understanding the 3 Tiers of Automotive Advertising

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Tier 1 Advertising: National Branding

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Tier 1 Automotive Advertising is focused from the manufacturers perspective and generally at a national level. This is generally seen from the brand’s stance — like GM, Ford, Chevrolet, Toyota, Honda, etc. — and is really about making the brand resonate as the car company of choice.

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LET'S

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Tier 2 Advertising: Regional

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[{"selector":"#anim-e3319df9-8ec8-4c56-8514-426b02bf8029","keyframes":{"transform":["scale(0.05)","scale(1)"]},"delay":101,"direction":"normal","duration":1401,"easing":"cubic-bezier(0.77, 0, 0.175, 1)","fill":"both"}] [{"selector":"#anim-b406dd04-74e8-474c-8e8d-cb4eb3b0bea3","keyframes":{"transform":["translate3d(0px, 100px, 0)","translate3d(0px, 0px, 0)"]},"delay":200,"direction":"normal","duration":1400,"easing":"cubic-bezier(0.77, 0, 0.175, 1)","fill":"both"}] [{"selector":"#anim-dd93cc25-19e6-44cb-9504-bd5e54b534de","keyframes":{"opacity":[0,1]},"delay":700,"direction":"normal","duration":600,"easing":"linear","fill":"both"}] [{"selector":"#anim-89fee403-895b-435c-8db4-f2cf733625ca","keyframes":{"opacity":[0,1]},"delay":1800,"direction":"normal","duration":600,"easing":"cubic-bezier(0.47, 0, 0.745, 0.715)","fill":"both"}] [{"selector":"#anim-76c63039-5b22-481c-b1bf-f7f3db56f426","keyframes":{"transform":["translate3d(0px, 200%, 0)","translate3d(0px, 0px, 0)"]},"delay":200,"direction":"normal","duration":600,"easing":"cubic-bezier(0.645, 0.045, 0.355, 1)","fill":"both"}] [{"selector":"#anim-2c3c0abd-308f-4f77-9762-8b0a19bb8179","keyframes":{"opacity":[0,1]},"delay":1800,"direction":"normal","duration":600,"easing":"cubic-bezier(0.47, 0, 0.745, 0.715)","fill":"both"}] [{"selector":"#anim-38e87aca-8fbd-4e33-8adc-a6d6f88aadde","keyframes":{"transform":["translate3d(0px, 225%, 0)","translate3d(0px, 0px, 0)"]},"delay":200,"direction":"normal","duration":600,"easing":"cubic-bezier(0.645, 0.045, 0.355, 1)","fill":"both"}] Tier 2 Advertising isn’t radically different than that of the national, Tier 1 focus but does have some intricacies to benefit the region. Tier 2 Advertising is really just the regional advertising initiatives that auto brands use to connect with the local community. Really, the goal of Tier 2 advertising initiatives are so that <insert locality>’s Vehicle Buyers think of <insert car brand> as <insert locality>’s #1 vehicle option (i.e. Pittsburgh’s Truck Buyers chose Ford as their Pittsburgh truck option). Learn More

Tier 3 Advertising: Dealership

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Automotive Dealership Advertisement

The 3 Tiers of

Understanding

Staying in your lane by understanding the tiered advertising system

When looking at the dynamic structure of the automotive market, the 3 Tiered advertising system is to help bring clarity, organization and hopefully synergies across advertising units.

Understanding the 3 Tiers of Automotive Advertising

TIER 1 ADVERTISING:

TIER 2 ADVERTISING:

TIER 3 ADVERTISING:

Tier 1 Advertising: National Branding

Goal:

Geo:

Outlets:

Branding

National TV, Radio, Celebrity/Sports Endorsements, Digital Ads, etc.

National

Resposibility:

Manufacturer

Tier 1 Automotive Advertising is focused from the manufacturers perspective and generally at a national level. This is generally seen from the brand’s stance — like GM, Ford, Chevrolet, Toyota, Honda, etc. — and is really about making the brand resonate as the car company of choice.

LET'S

TALK

Marketing

Strategy

Tier 2 Advertising: Regional

Goal:

Geo:

Outlets:

Brand Resonation, Regionally

Regional Broadcast/Cable, Billboards, Digital, Venue Sponsorship, etc.

Regional/DMA/MSA

Resposibility:

Regional Agency or Buying Group

Tier 3 Advertising: Dealership

Goal:

Geo:

Outlets:

Sell Cars

Cable, Social Media, Search, Billboards, etc.

Local/PMA

Resposibility:

Dealership

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