Why So Many Automotive Ad Strategies Miss the Mark

While Al (and Laura) missed the mark on divergence, I agree with him on automotive advertising. This insight goes beyond the auto industry.

Two key points:
1. The strategy and tactics need to support your goal:

Copywriter Julian Koenig once said, "Your job is to reveal how good your product is, not how good you are."

2. The message needs to be geared for the right audience:

Selling to boardroom rather than consumer. It used to be that the objective of an advertisement was to sell something to a consumer. Today, the real selling takes place in the boardroom, where the agency tries to sell the advertising to the client.