Big 3 Should’ve Spent More Ad Money On Radio…

Thursday, December, 18, 2008 by Mel Phillips.

With Chrysler plants closing, Ford about to take an early holiday break and GM bailing out from ad commitments, news that all 3 should have spent more money on radio won’t soothe any feelings in the auto industry.  Ohio-based BigResearch conducted an online survey of 17,231 consumers which shows that by using more radio, the Big 3 would have gotten a better return on investment.  All 3 simply spent too much on TV, which isn’t as effective or efficient as radio…

Based on the three automaker’s U.S. measured media in 2007, BigResearch recommends that they allocate the highest split of their annual budgets to radio, or 21.5%.  Combined the Big 3 spent less than 8%.  Gary Drenik, managing director of BigResearch asks, “if radio reaches 90% of the people in a week, why does it only get 7% of ad dollars?”  BigResearch also suggests that the automakers also underutilized outdoor ads and magazines but used the Internet wisely, except for Chrysler…

The state of the auto industry has never been worse with rumors swirling in Detroit today that Chrysler might merge with General Motors.  The Big 3 still hasn’t gotten approval of a government buyout and GM recently pulled all their ads from the Super Bowl and bailed from a signage commitment at the new Yankee Stadium.  If and when they get out of this mess, they can start spending their ad money more wisely, which according to BigResearch, should mean more spending on radio…  

10 Timeline Memories:

1. 1865] Set me free why don’t you babe: Slavery is abolished in the United States when the 13th Amendment is declared in effect…
2. 1892] Premiered on this date: Tchaikovsky’s “The Nutcracker Suite” publicly premieres in St. Petersburg, Russia…
3. 1956] Debuted on this date: “To Tell The Truth” on CBS-TV. The first edition of the classic game show runs until 1968 when it goes into syndication from ‘69 to ‘78 and then off and on through 2002.  In 1966 the Supremes opened this show singing “Baby Love” before Berry Gordy Jr. and 2 imposter’s were introduced…1966] Dr. Seuss’ “How The Grinch Stole Christmas“, a special on CBS-TV…
4. 1969] ‘Nay’ on capital punishment: Britain’s Parliament abolishes the death penalty, something New Jersey did one year ago…
5. 1975] “D-I-V-O-R-C-E”: Rod Stewart and Faces divorce when Rod goes solo. They have since reunited from time-to-time.  Here’s Rod with Faces doing “Stay With Me“…
6. 1980] “Happy Trails“: Former Soviet Premier Alexei N. Kosygin dies from a heart attack at 76.  LBJ and Kosygin are seen herein the 1967 Glassboro Summit…1997] SNL comedian Chris Farley becomes the shows’ latest tragedy when he overdoses on morphine and cocaine in Chicago at 33.  One of Farley’s best characters was Matt Foley, the inspiration speaker…
7. 1983] Wedding Bells: Keith Richards, on his 40th birthday, and model Patti Hansen rock down the aisle.  Today Keith becomes a senior citizen…1984] Jamie Lee Curtis and Christopher Guest tie the knot (both couples are still married)…
8. 1987] Guilty as charged: Ivan F. Boesky is sentenced to 3 years in prison for insider trading…2003] Michael Jackson is charged with 7 counts of molesting a child under 14 and two counts of supplying the child with “an intoxicating agent” a.k.a. ‘Jesus Juice’…2003] A judge in Seattle sentences confessed ‘Green River’ killer, Gary Ridgeway, to 48 consecutive life terms, one each for every murder he allegedly committed and confessed to…
9. 1999] Out of her tree: Environmental activist Julia “Butterfly” Hill comes down after spending two years living atop an ancient redwood in Humboldt County (CA) to protest logging.  Joan Baez serenades Hill before she climbs the tree…
10. 2006] Rumsfeld ‘resigns’: Donald Rumsfeld spends his last day in office as Secretary of Defense. Robert Gates is nominated by George W. Bush as his replacement. Gates will keep his job in the new Obama administration…

Music Memories:

• 1965] Recorded on this date: “The Ballad of The Green Berets” - S/SGT Barry Stadler…
• 1984] Number One on this date: “Like a Virgin” - Madonna…

Commentary:

Many of us didn’t see him play but know of the legend created by Slingin’ Sammy Baugh.  Baugh retired in 1952 after being the best all-around player of his era.  Baugh, the last surviving member of the Pro Football Hall of Fame’s inaugural class, starred at TCU and led the Washington Redskins to the NFL title in his rookie season of 1937 and then again in 1942.  He could pass, run and punt better than anyone from his era and owns the only jersey (#33) ever retired by the Redskins.  Baugh died last night at 94.  Redskins owner Dan Snyder had this to say about Baugh, “He was the greatest to ever play the game of football.”

“Happy Birthday…happy birthday“:

Christina Aguilera (28), Katie Holmes (30), Rachel Griffiths (40), Brad Pitt (45), Ray Liotta (53), Leonard Maltin (58), Steven Spielberg (62), Keith Richards (65), Roger Smith (76), Allen Klein (77) and Ramsey Clark (81)…

Timeline Countdown: 3 days until winter, 4 nights until Hanukah, 7 shopping days until Christmas, 13 nights until New Year’s Eve and 16 days until the NFL Wild Card Playoffs begin…

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