The 35 MPG Ad Campaign

February 29, 2008

by Jim Leman, Digital Marketing Magazine

While the OEMs figure out how to put 35 mile-per-gallon chariots on the street, here is how to get more mileage from the money you spend on advertising: Re-engineer your traditional advertising to take full advantage of digital marketing. Yes, you’ve heard this advice before. It was good advice then, and it is even better advice now; but what needs to be addressed in more detail is actual, tangible actions that can make a difference to your bottom line, such as:

• The "Big Idea"
• The right words
• The right mix

Mark Bonfigli, president and CEO of Dealer.com, works in digital marketing, but his advice is meaningful even if you have never heard of the Internet: "Keep your advertising message simple and sharply focused." Or as Alexi Venneri, president of the advertising agency Blue Flame 6, explains: "Avoid clutter or the reader will not absorb any of it."

Read the full article at Digital Marketing Magazine.