Automotive Advertising Agencies Key Terms

Sound like a pro when working with automotive advertising agencies by learning these terms

Automotive advertising agencies work to keep the automotive industry at the forefront of consumers' minds. In some cases, the agencies must work to overcome negative circumstances surrounding certain automotive companies, which can taint their products and present the advertisers who support them with an uphill climb. Still, the goal of advertising is to create positive impressions and generate desired behaviors. When it comes to automotive advertising agencies, key terms to learn include roll out, make goods, sweeps, roadblocking, bonus spot and upfront.

 

Roll-out

A roll-out occurs when an agency expands advertising to allow for more exposure at a specific given period, generally surrounding a new product introduction. This is a key tactic at the start of the auto industry's model year.
Try: The Orlando Sentinel provides an article detailing the roll-out. Read it for insight on why the auto industry advertises the event.

Make goods

Automotive advertising agencies frequently buy time on sporting events, but because problems can occur, the media used offers companies make goods, or a comparable unit of advertising to replace the ad that didn't run. This can happen when playoff series games aren't necessary or officials cancel a game due to weather. In some cases, a venue may offer a make good for an add that didn't run correctly.
Try: A comprehensive definition of make goods as applied to the advertising industry is available at businessdictionary.com.

Sweeps

Automotive advertising agencies are large television buyers, which means the TV sweep periods or "sweeps" in February, May, July and September are important. During sweeps, TV networks and stations run highly anticipated shows in an effort to boost viewership, and their ad rates. It's an important time for advertisers, because more people are watching.
Try: A Hartford Courant blog discusses TV sweeps, their value and their affect.

Roadblocking

Roadblocking occurs when an automotive company airs its commercial at approximately the same time on major networks or on a set of popular websites. In the past, the automotive industry used this technique during times of heavy sports coverage of major live events, and they'll probably use it again.
Try: You can find a good discussion of roadblocking and the impact it has at The New Advertising.

Bonus spot

When ratings aren't as high as promised at the time of the buy, the outlets make up for this by providing bonus spots. A bonus spot is additional time delivered at no extra charge.
Try: The Radio Network provides a definition of bonus spot and includes specifications for its use in advertising.

Upfront

Upfronts are a bargain-hunting ploy often used by automotive advertising agencies at the beginning of the buying period for the prime time television season or major sports season. By buying ads upfront, or early, the automotive advertising agencies can get discounts.
Try: TV Decoder breaks down the value of upfronts for advertising agencies and the television industry.

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