BUSINESS: Association of dealership owners responsible for media buying/Toyota brand promotion

OBJECTIVE: Reduce television expenditure; increase investment in print

My presentations were credited for an increase of $300,000 in year 2000 automotive advertising sales and more than $1 million in 2001.

This chart, from one of my competitive-media PowerPoint presentations, shows a lack of diminishing returns in a client's television budget. The first 93.6% in audience-reach was delivered at a cost of $111,000, the next 2.9% at an additional $75,000.

It was suggested to this client that he would be better served by reinvesting this $75,000 in print.

Our client was very pleased, and we made the sale. It bears mentioning that the right research could make a case for why these dollars should remain in television rather than print. However, their team was unable to furnish the same persuasive spin on the data, so the advertising revenue went to our team.