Ad probably paid by the Central New Mexico Dealers
You win the kewpie doll, Anonymous. Smells to me like a consortium of dealers who thought they'd get more of their money's worth than "See your *local* Chrysler-Jeep dealer."
Couldnt you go even farther with this by questioning the need to even tell the viewer to visit a Chrysler-Jeep dealer. Isn't it generally known that you don't visit a Ford dealer to buy a Jeep?. I realize that it's a call to action, but misdirected I think. Wouldn't it be better to say Follow us on Twitter!
Just kidding Bob.
J
The good thing about having to say things like "See your authorized Central Southern Regional New Mexico Jeep/Chrysler Dealer during our Jeep Jamboree" is that it takes about ten seconds. Which means the pain of producing an asinine :30 is cut by 1/3.
It's all about branding - and by branding I mean the way ranchers brand cattle. The Central New Mexico Chrysler-Jeep dealers want everyone (especially other Chrysler-Jeep dealers) to know who paid for the spot.
Plus, it's nearly impossible to talk the client out of such crap. And if you're lucky enough to get the client to sign off on removing it from the spot but then sales don't meet or exceed expectations, then it's your fault for not including the tag (as if that's what makes all the difference).
a couple of years ago there was a campaign by English Heritage to remove all the useless "street furniture", as I think they called it, from our cities. Sign posts with no signs on them... lamp posts without lamps, decommissioned phone boxes and letter boxes, etc. Some of this useless furniture was seen as historically significant useless furniture. Not sure what happened but it's mostly still there... for no other reason than it's always been there.
Right on with paid for by Central New Mexico Dealers. On of the biggest fears for dealer networks is that they will pay for ads promoting the brands and the consumer will by somewhere else. In this case, maybe, North East Dealers.
It's also indicative of formulaic script and the demand that all advertising has to have a call to action. And what this example is good at pointing out is that the call to action most ads have are the hopes of the marketers and not the normal behavior of people. The vast majority of people who are interested after hearing this ad are more likely to Google Jeep or talk to a friend who has one. Jeep might be better trying to encourage this behavior instead of trying to tell people to visit a dealership.
This is clearly a case of a marketer having a problem and thinking they can just tell people what to do in order to solve it. The depth of the strategy is: we need more traffic, tell people to come in.
Hey Folks,
Generally I tend to agree with TAC and as I read this post I concurred again. It is a waste of Ad space.
Except...
Well, no studies here, just an anecdotal view.
I've gone to a lot of concerts over the years and without fail whenever the lead singer mentions the name of the town we're in, the crowd goes wild. I don't know why. It's clearly contrived but we love it.
And if they use the name of the town mid-song then the folks almost explode.
Is there something primal going on? Are these callouts working on the same level?
Dunno? Just a thought.
"Nobody rocks like Springton!"
Are you guys really that clueless as to why they put the full name in?
Many times, in local dealership ads (or dealership groups) they're running some kind of offer, promotion, cash back, etc. Those offers are not necessarily nationwide.
So one reason is in places where people go across a state border to buy a car (in a state with no/lower sales tax for example) - they need to be clear where the promotion is actually taking place.
Also, different areas of the country push different types of cars. So if you live in Sacramento, you probably don't need a snow vehicle but if you live 90 minutes away in Tahoe, you might. So a Sacramento area dealer association might pay to run ads featuring a Prius while the Reno-Tahoe dealer association might want to run ads featuring a 4-Runner. It pays to be clear who has the larger selection of which kinds of vehicles.
It ain't rocket science people.
If your agency's work is half as good and smart as your blog I assume you must have many brilliant, big, and well paying clients. If not, you deserve to have many brilliant, big and well paying clients. However, I've noticed that it takes a brave client to buy smart work. Paradox number 1 it seems.
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