Media Industry
Industry: Email Alert RSS FeedCar ads should hold steady: but some automakers are increasing marketing to woo wary consumers. (TV Buyer).
Broadcasting & Cable, April, 2003 by Higgins, John M.
The automobile industry maybe slumping, but that doesn't mean car companies and dealers are pulling back on advertising. Arid industry executives believe sales would have to drop dramatically before ad spending would be reduced significantly. The recession has forecasters predicting car and light-truck sales will dip to 16 million-16.5 million units this year, off from 16.8 million in 2002 (and the magical 17.4 million units moved in 2000, back when stock market and economy were still booming).
As TV and advertising executives meet to discuss the ad climate at the Television Bureau of Advertising's annual marketing conference at the New York International Auto Show this week, they're frightfully aware that a continued sluggish economy could mean a $20...
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