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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Article
A Comprehensive Mixed Media Model for Boosting Automobile Dealer Visits
Author(s)
Motoi Ogura, Takayuki Hachiya, Kakuro Amasaka
Full-Text PDF
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DOI:10.17265/1537-1506/2013.03.005
Affiliation(s)
Motoi Ogura, Graduate student, School of Science and Engineering, Aoyama Gakuin University.
Takayuki Hachiya, Graduate student, School of Science and Engineering, Aoyama Gakuin University.
Kakuro Amasaka, Ph.D., Professor, School of Science and Engineering, Aoyama Gakuin University.
ABSTRACT
This paper validates the effectiveness of a comprehensive mixed media model for effective advertising designed to bring customers into auto dealerships by use of their AIDA (attention, interest, desire, action) model and statistical science to quantitatively assess the effectiveness of various advertising methods using television, newspapers, flyers, direct mail, public transportation, and the internet. This model is applied to a dealership representing a well-known automaker, where its effectiveness is verified.
KEYWORDS
AIDA model, Comprehensive Mixed Media Model (CMMM), automobile advertising
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