Driving Automotive Sales: Audience Medium Valuation (AMV)

Integrating Attitudinal and Behavioral Brand Data to Provide Leading-Indicator Media ROI Assessments

Robert Passikoff
Brand Keys, Inc., United States

Charlene Weisler
Director of Research, Rainbow Media, United States

WHAT HAPPENED TO MY AD BUDGET?

Advertising Age's 2003 “100 Leading National Advertisers” reported that General Motors, Ford, DaimlerChrysler, Toyota, Honda, Nissan, Volkswagen, Mitsubishi, and Kia spent a combined total of $12,268,000,000 in U.S. advertising spending. That's more than $12 billion dollars in just the United States alone for just nine companies, a lot of money by anyone's standards.

Nearly a century ago department store magnate John Wanamaker said, “I know half my advertising budget is wasted – I just don't know which half.” The way ad dollars are invested today it's still true: half our ad dollars (may be more in the 24/7, internet-driven, 21st century) are wasted. And in light of the numbers of dollars spent, advertisers are demanding accountability, demanding some way of determining the return on their enormous investments.