Automotive Marketing to Minorities for Car Dealers

April 12, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 1

C o u r t e s y C h e v r o l e t C R M / e B u s I n e s s M I s s I o n : A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T C o u r t e s y C h e v r o l e t C R M / e B u s I n e s s M I s s I o n : A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T

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ATTRACT

INTERACT

RESPOND

SCHEDULE

SELL

SERVICE

RETAIN

ATTRACT

INTERACT

RESPOND

SCHEDULE

SELL

SERVICE

RETAIN

During the past two years, Courtesy During the past two years, Courtesy Chevrolet in Phoenix, AZ has emerged as Chevrolet in Phoenix, AZ has emerged as America’s leading minority marketer of new America’s leading minority marketer of new and certified used Chevrolet vehicles…and certified used Chevrolet vehicles…



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Minority Marketing Campaigns

Your Courtesy Chevrolet facilitator:Your Courtesy Chevrolet facilitator:

Ralph Paglia; CRM/eBusiness Director Ralph Paglia; CRM/eBusiness Director



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Courtesy Te Prometo



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Te Promesa in English



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Super Feo Celebrity



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Courtesy Chevrolet eBusiness OrganizationCourtesy Chevrolet eBusiness Organization

Factoid #1:Factoid #1: Courtesy Chevrolet is a single point Chevy dealer Courtesy Chevrolet is a single point Chevy dealer

with 3 fully staffed BDC’s, an eBusiness Special with 3 fully staffed BDC’s, an eBusiness Special Finance Team and 4 distinct Internet Sales Finance Team and 4 distinct Internet Sales Teams. These 8 teams of automotive sales Teams. These 8 teams of automotive sales professionals operate out of 4 separate buildings:professionals operate out of 4 separate buildings:

5.5. New Chevrolet Internet SalesNew Chevrolet Internet Sales6.6. Used Car Internet SalesUsed Car Internet Sales7.7. Bell Road Internet SalesBell Road Internet Sales8. Commercial Internet Sales

1.1. New Chevrolet BDCNew Chevrolet BDC2.2. Spanish BDCSpanish BDC3.3. Wholesale Parts BDCWholesale Parts BDC4.4. Special Finance eTeamSpecial Finance eTeam

Courtesy Chevrolet CRM/eBusiness Teams

Ralph PagliaRalph PagliaCRM/eBusinessCRM/eBusiness

DirectorDirector

Ralph PagliaRalph PagliaCRM/eBusinessCRM/eBusiness

DirectorDirector

Joel MattesonJoel MattesonBDC ManagerBDC Manager

New Vehicle SalesNew Vehicle Sales

Joel MattesonJoel MattesonBDC ManagerBDC Manager


George SalmanGeorge SalmanInternet Sales ManagerInternet Sales Manager


George SalmanGeorge SalmanInternet Sales ManagerInternet Sales Manager


Francisco AbalosFrancisco AbalosSpanish BDC ManagerSpanish BDC Manager

Used Vehicle SalesUsed Vehicle Sales

Francisco AbalosFrancisco AbalosSpanish BDC ManagerSpanish BDC Manager


Bryan LongBryan LongInternet Sales ManagerInternet Sales Manager


Bryan LongBryan LongInternet Sales ManagerInternet Sales Manager


Kelly SlaughterKelly Slaughter& Lisa Sarata& Lisa Sarata

CRM AdministratorsCRM Administrators

Kelly SlaughterKelly Slaughter& Lisa Sarata& Lisa Sarata

CRM AdministratorsCRM Administrators

Carl MolesCarl MolesInternet Sales ManagerInternet Sales Manager

Courtesy On BellCourtesy On Bell

Carl MolesCarl MolesInternet Sales ManagerInternet Sales Manager

Courtesy On BellCourtesy On Bell

CSR1

CSR2

CSR3

CSR4

CSR5

CSR6

CSR7

CSR8

CSR9

CSR10

ISSISS11

ISSISS22

ISSISS33

ISSISS44

ISSISS55

ISSISS66

ISSISS77

ISSISS88

ISSISS99

ISSISS1010

ISSISS1111

ISSISS1212

ISSISS1313

ISSISS1414

ISSISS1515

ISSISS1616

ISSISS1717

ISSISS1818

ISSISS1919

CSR11

CSR12

CSR13

CSR14

CSR15

CSR16

Sales Consultants Sales Consultants Certified to Handle Certified to Handle

Internet Leads & AppointmentsInternet Leads & Appointments

Mike GordonIT Director

Mike GordonIT Director

Courtney DalyCourtney DalySpecial eFinanceSpecial eFinance

AdministratorAdministrator

Courtney DalyCourtney DalySpecial eFinanceSpecial eFinance

AdministratorAdministrator

Ron & Scott DalyRon & Scott DalySpecial eFinance TeamSpecial eFinance Team

Ron & Scott DalyRon & Scott DalySpecial eFinance TeamSpecial eFinance Team



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Online Marketing Strategy – Phase 2Phase 2

Primary Web SitesPrimary Web SitesFull-Featured w/InventoryFull-Featured w/Inventory

Primary Web SitesPrimary Web SitesFull-Featured w/InventoryFull-Featured w/Inventory

HouseOfCourtesy.comHouseOfCourtesy.comPrimary web sitePrimary web site

HouseOfCourtesy.comHouseOfCourtesy.comPrimary web sitePrimary web site

LatinoChevy.comLatinoChevy.comSpanish web siteSpanish web siteLatinoChevy.comLatinoChevy.comSpanish web siteSpanish web site

SEM/SEO Key Word URL’s Point to Deep LinksSEM/SEO Key Word URL’s Point to Deep LinksSEM/SEO Key Word URL’s Point to Deep LinksSEM/SEO Key Word URL’s Point to Deep Links

CourtesyFleet.comCourtesyFleet.comCommercial & Fleet web siteCommercial & Fleet web site

CourtesyFleet.comCourtesyFleet.comCommercial & Fleet web siteCommercial & Fleet web site

What did we have to work with as far as web properties?

Would these web sites be the best at converting click-throughs to leads?



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www.HouseOfCourtesy.com www.CourtesyChev.com www.ChevyAZ.com www.CourtesyAZ.com www.Chevrolet-USA.com www.Chevrolet-New.com www.Chevrolet-Used.com www.PHXChevrolet.com www.AZ-Chevy.com www.ChevyPriceQuotes.com www.ContactChevy.com www.AZ-Cars.com www.2007Tahoe.com www.2006Silverado.com www.AZautoFinance.com www.ChevyPride.com www.AZcarFinance.com www.SuperFeo.com www.2008ChevyCamaro.com www.LatinoChevy.com www.AZcarTruck.com www.GMoilChange.com www.CarOnBell.com www.Phoenix-Chevrolet.com www.Chevy-Deals.com www.CamaroLove.com www.AZcamaro.com www.Corvette-Chevrolet.com www.Chevrolet-Car-Truck.com www.AZcourtesy.com www.Arizona-Chevrolet.com www.YouGotGas.com www.FreeGMoilChange.com www.WeBuyChevys.com www.Chevy-Finance.com www.Chevy-Tahoe.com www.Chevy-Trailblazer.com www.Chevy-Equinox.com www.PHXchevy.com www.Phoenix-Chevy.com www.GMAC-Credit.com www.Latino-Chevy.com

Courtesy Chevrolet uses over 250 URL addresses directed towards multiple full featured web sites along with multiple micro-sites and online landing pages to generate floor traffic, incoming sales calls and electronic leads… Here are just a few:


http://www.houseofcourtesy.com/

http://www.courtesychev.com/

http://www.chevyaz.com/

http://www.courtesyaz.com/

http://www.chevrolet-usa.com/

http://www.chevrolet-new.com/

http://www.chevrolet-used.com/

http://www.phxchevrolet.com/

http://www.az-chevy.com/

http://www.chevypricequotes.com/

http://www.contactchevy.com/

http://www.az-cars.com/

http://www.2007tahoe.com/

http://www.2006silverado.com/

http://www.azautofinance.com/

http://www.chevypride.com/

http://www.azcarfinance.com/

http://www.superfeo.com/

http://www.2008chevycamaro.com/

http://www.latinochevy.com/

http://www.azcartruck.com/

http://www.gmoilchange.com/

http://www.caronbell.com/

http://www.phoenix-chevrolet.com/

http://www.chevy-deals.com/

http://www.camarolove.com/

http://www.azcamaro.com/

http://www.corvette-chevrolet.com/

http://www.chevrolet-car-truck.com/

http://www.azcourtesy.com/

http://www.arizona-chevrolet.com/

http://www.yougotgas.com/

http://www.freegmoilchange.com/

http://www.webuychevys.com/

http://www.chevy-finance.com/

http://www.chevy-tahoe.com/

http://www.chevy-trailblazer.com/

http://www.chevy-equinox.com/

http://www.phxchevy.com/

http://www.phoenix-chevy.com/

http://www.gmac-credit.com/

http://www.latino-chevy.com/



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Online Marketing Strategy – Phase 4

SEM & PromoSEM & PromoLanding PagesLanding PagesSEM & PromoSEM & Promo

Landing PagesLanding PagesPrimary Web SitesPrimary Web Sites

Full-Featured w/InventoryFull-Featured w/InventoryPrimary Web SitesPrimary Web Sites

Full-Featured w/InventoryFull-Featured w/InventoryCampaign Specific Campaign Specific Micro Web SitesMicro Web Sites

Campaign Specific Campaign Specific Micro Web SitesMicro Web Sites

Get aGet aYear WorthYear WorthOf Free GasOf Free Gas

Get aGet aYear WorthYear WorthOf Free GasOf Free Gas

free GMfree GMOil ChangesOil ChangesFor 3 YearsFor 3 Years

free GMfree GMOil ChangesOil ChangesFor 3 YearsFor 3 Years

HouseOfCourtesy.comHouseOfCourtesy.comHouseOfCourtesy.comHouseOfCourtesy.com 2007Tahoe.com2007Tahoe.com2007Tahoe.com2007Tahoe.com

CourtesyOnBell.comCourtesyOnBell.comCourtesyOnBell.comCourtesyOnBell.com

PHXChevrolet.comPHXChevrolet.comPHXChevrolet.comPHXChevrolet.com

LatinoChevy.comLatinoChevy.comLatinoChevy.comLatinoChevy.com

SEM/SEO Key Word URL’s Point to Primary Site Deep LinksSEM/SEO Key Word URL’s Point to Primary Site Deep LinksSEM/SEO Key Word URL’s Point to Primary Site Deep LinksSEM/SEO Key Word URL’s Point to Primary Site Deep Links

CourtesyFleet.comCourtesyFleet.comCourtesyFleet.comCourtesyFleet.com

WeBuyChevys.comWeBuyChevys.comWeBuyChevys.comWeBuyChevys.com

GMAC-AZ.comGMAC-AZ.comGMAC-AZ.comGMAC-AZ.com

2006Silverado.com2006Silverado.com2006Silverado.com2006Silverado.com

GetaCamaro.comGetaCamaro.comGetaCamaro.comGetaCamaro.com

YouGotGas.comYouGotGas.comYouGotGas.comYouGotGas.com

ChevyPriceQuoteChevyPriceQuoteChevyPriceQuoteChevyPriceQuote

FreeGMoilChangeFreeGMoilChangeFreeGMoilChangeFreeGMoilChange

ChevyPride.comChevyPride.comChevyPride.comChevyPride.com



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Search Engine Search Engine Marketing (SEM)Marketing (SEM)Search Engine Search Engine

Marketing (SEM)Marketing (SEM)Search Engine Search Engine

Optimization (SEO)Optimization (SEO)Search Engine Search Engine

Optimization (SEO)Optimization (SEO)Non-Web Based Non-Web Based

Integrated MarketingIntegrated MarketingNon-Web Based Non-Web Based

Integrated MarketingIntegrated MarketingWeb Site Placed Web Site Placed

Display AdsDisplay AdsWeb Site Placed Web Site Placed

Display AdsDisplay Ads

ISTManaged

Campaign #1

ISTManaged

Campaign #1

Vendor 1Vendor 1ManagedManaged

CampaignsCampaigns


CampaignsCampaigns

CourtesyCourtesyManagedManagedActivitiesActivities

CourtesyCourtesyManagedManagedActivitiesActivities

VendorVendorManagedManagedActivitiesActivities

VendorVendorManagedManagedActivitiesActivities

BDCManaged

Campaign #2

BDCManaged

Campaign #2


CampaignsCampaigns


CampaignsCampaigns

MultipleMultipleWeb SiteWeb SitePropertiesProperties

MultipleMultipleWeb SiteWeb SitePropertiesProperties

OutdoorOutdoorBillboardsBillboards

& Bus Stops& Bus Stops

OutdoorOutdoorBillboardsBillboards

& Bus Stops& Bus Stops

RadioRadioRadioRadio

TVTVTVTV

DirectDirectMailMail

DirectDirectMailMail

AZCentral.comAZCentral.com& Cars.com& Cars.com

Expanding Display AdsExpanding Display Ads

AZCentral.comAZCentral.com& Cars.com& Cars.com

Expanding Display AdsExpanding Display Ads

Edmunds.comEdmunds.com““Back Door”Back Door”

Edmunds.comEdmunds.com““Back Door”Back Door”

LaVoz.comLaVoz.comSpanish DisplaySpanish DisplayLaVoz.comLaVoz.comSpanish DisplaySpanish Display

GoogleGoogleWeb Site NetworkWeb Site NetworkFor Display AdsFor Display Ads

GoogleGoogleWeb Site NetworkWeb Site NetworkFor Display AdsFor Display Ads


A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I NA T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I N

Web Site Vendors Courtesy uses multiple web site vendors by selecting the

best vendor for each web site based on its specific purpose and functionality requirements, along with who is most cost effective. This provides the best overall effectiveness while allowing us to compare features and functions that each vendor either excels at, or is deficient in providing…

Mainstream Primary site; BZ ResultsGM Certified Internet Dealer site; Cobalt GroupSpanish Language site; Reynolds Web SolutionsCourtesy on Bell Special Credit site; BZ ResultsCommercial & Fleet site; BZ ResultsMicro-Sites & Landing Pages; Fresh Start Studio



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Dealership General Market Site (BZ Results)

www.HouseOfCourtesy.com www.Chevrolet-USA.com www.Chevrolet-Phoenix.com www.CourtesyChev.com

http://www.houseofcourtesy.com/

http://www.chevrolet-usa.com/

http://www.chevrolet-phoenix.com/

http://www.courtesychev.com/



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GM Certified Internet Dealer Site

www.PHXChevrolet.com •GM Certified Internet Dealer siteGM Certified Internet Dealer site•Use of Home page text for SEOUse of Home page text for SEO•Pulls in SEM landing page formsPulls in SEM landing page forms•Built by Cobalt GroupBuilt by Cobalt Group

www.PHXChevrolet.com •GM Certified Internet Dealer siteGM Certified Internet Dealer site•Use of Home page text for SEOUse of Home page text for SEO•Pulls in SEM landing page formsPulls in SEM landing page forms•Built by Cobalt GroupBuilt by Cobalt Group





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Spanish Language Web Site (Reynolds)

www.LatinoChevy.com www.Latino-Chevy.com www.LatinoChevy.com www.Latino-Chevy.com







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Dedicated Toll Free number is ported to our Spanish Dedicated Toll Free number is ported to our Spanish Language BDC for conversion to appointments Language BDC for conversion to appointments w/Spanish-Speaking Internet Sales Specialists…w/Spanish-Speaking Internet Sales Specialists…

Dedicated Toll Free number is ported to our Spanish Dedicated Toll Free number is ported to our Spanish Language BDC for conversion to appointments Language BDC for conversion to appointments w/Spanish-Speaking Internet Sales Specialists…w/Spanish-Speaking Internet Sales Specialists…



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Courtesy has been able to generate better results by creating a Courtesy has been able to generate better results by creating a Minority targeted web site that is built from the ground up for that Minority targeted web site that is built from the ground up for that segment and is not our general market site simply translated…segment and is not our general market site simply translated…

Courtesy has been able to generate better results by creating a Courtesy has been able to generate better results by creating a Minority targeted web site that is built from the ground up for that Minority targeted web site that is built from the ground up for that segment and is not our general market site simply translated…segment and is not our general market site simply translated…



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In the case of our Spanish language web site, the majority of In the case of our Spanish language web site, the majority of leads are generated from the Used Vehicle Inventory…leads are generated from the Used Vehicle Inventory…In the case of our Spanish language web site, the majority of In the case of our Spanish language web site, the majority of leads are generated from the Used Vehicle Inventory…leads are generated from the Used Vehicle Inventory…



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Use Minority Marketing Alliances

Courtesy Chevrolet has established a Marketing Alliance with Phoenix Ranch Markets… Courtesy has a booth in each of the 4 PRM super markets that is used to distribute special offers and promos to Spanish speaking customers. Phoenix Ranch Market is the #1 upscale Hispanic food store in the Phoenix Valley. Joint promotions include 4 vehicle give-away raffles where entries are entered into Courtesy’s CRM database for marketing and promotional use. PRM cash register receipts are accepted as down payment on new and used vehicles at Courtesy Chevrolet up to $1,000.00 and PRM customers are invited to register online for a $500 PRM gift certificate prior to purchasing a new or used vehicle.



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Benefits to Phoenix Ranch Market A. 2 vehicle Lottery Drawings per Year

(HHR & Silverado)

B. Radio Promotions

C. TV Commercials

D. Direct Mail Campaigns

E. Integrated Internet Marketing

F. Grocery Receipts accepted as down payment

G. PRM banners across food give-away stands at Courtesy

H. PRM Toro invited to Courtesy

I. $65,000 in monthly media buys

PRM/Courtesy Chevrolet Marketing Alliance



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Courtesy Chevrolet’s Hispanic Marketing

2006 TV & Radio Media Buys that have been scheduled and contracted as of 2/23/2006:

• $42,511 Weekly

• $510,132 for the Year

• Phoenix Ranch Market Cost = $0.00



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This is what Courtesy gets in return

A. Exclusive Car Dealer for AZ

B. On-site Monthly Promotion

C. Courtesy Coupons on back of receipts

D. Courtesy Logo on PRM shuttle

E. Courtesy signage on shopping carts (ie: Safeway)

F. In-Store Booth for Courtesy Chevrolet

G. Super Feo participation in PRM Promotions (Quarterly)

H. Courtesy Chevrolet sponsorship in monthly PRM newsletter

PRM/Courtesy Chevrolet Marketing Alliance

Use Minority Marketing Alliances



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Super Feo goes Grocery Shopping



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Why does Courtesy do so well with the Hispanic community?

• We cater to the community

• The Right People in place at dealership

• The Right Marketing and Promotions

• The Right Product – What the Hispanic community wants (Chevy Silverado Trucks)

Community Involvement



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Commitment to Spanish Customer Service



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Commitment to Customer Service



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Courtesy’s Hispanic Marketing Growth

Courtesy Chevrolet Annual Hispanic TV & Radio Media Buys

0

100,000

200,000

300,000

400,000

500,000

600,000

2004 2005 2006 Year

2004

2005

2006



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TV & Radio Media Contracts

Radio

• KLNZ

• KDVA

• ESPN Deportes

• KHOT

• KVIB

TV

• Univision TV

• Azteca

• Telemundo



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Connecting with the Phoenix Hispanic Market

1. X-mas – Toy drive partnership with Clip Magazine

2. Exclusive Automotive Sponsor for the Chicano Por La Casa Golf Tourney

3. Toys for Tots

4. Fiesta Patriatas (15th of September)

5. Boys and Girls Club (#1 auto dealer in the valley for $$$ spent)

Community Involvement



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How We Go To Market

• Super Feo Branding

• 62% of Phoenix Hispanic Residents recognize the “Super Feo” superhero character from Courtesy Chevrolet

• Super Feo TV & Radio Commercials

• Super Feo appearances



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Super Feo

Super Feo TV Commercials



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Courtesy Spanish Splash Ad

How We Go To Market



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Courtesy SuperFeo Birthday

Happy Birthday Super Feo!



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Courtesy Duelo Desierto

Tent Sale Targeted to Hispanic Community



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Targeted to Latinos with Big Christmas Credit Card Bills unpaid and accumulating charges in February



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Spanish Online Ads



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Spanish Online Ads

Display ad expands when customer’s Display ad expands when customer’s cursor is pointed to it or floats over it…cursor is pointed to it or floats over it…Display ad expands when customer’s Display ad expands when customer’s cursor is pointed to it or floats over it…cursor is pointed to it or floats over it…



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Minority Targeted Online Marketing



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Radio Commercial #1: Radio Commercial #1: “The Couple”“The Couple”

(click to play MP3 file)

Review Radio Stations and Frequencyfor “The Couple” radio commercials…



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Radio Commercial #3: Radio Commercial #3: “Gasolina Gratis”“Gasolina Gratis”

(click to play MP3 file)

Review Radio Stations and Frequencyfor “Gasolina Gratis” commercials…



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Television Commercial #1: Television Commercial #1: “Laughing Gas”“Laughing Gas”

Click Got Gas icon to play Click Got Gas icon to play “Laughing Gas” Movie file“Laughing Gas” Movie file

(When message appears, click OK to open QuickTime application, then close (When message appears, click OK to open QuickTime application, then close QuickTime after movie plays to be able to advance to next slide)QuickTime after movie plays to be able to advance to next slide)

Review Radio Stations and Frequencyfor “Laughing Gas” TV commercials…



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Television Commercial #2: Television Commercial #2: “TV En Espańol”“TV En Espańol”

(When message appears, click OK to open QuickTime application, then close (When message appears, click OK to open QuickTime application, then close QuickTime after movie plays to be able to advance to next slide)QuickTime after movie plays to be able to advance to next slide)

Click Got Gas icon to playClick Got Gas icon to play “Laughing Gas” Spanish Movie file “Laughing Gas” Spanish Movie file

Review Radio Stations and Frequencyfor “TV En EspańolEn Espańol” commercials…

Automotive Marketing to Minorities for Car Dealers

Automotive

Transcript of Automotive Marketing to Minorities for Car Dealers