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Re: To finish that...

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Re: To finish that...
by Ron Gerber (rongerber) on May 22, 2008 at 4:11:45 pm

Having done a lot of the really bad local car commercials, generally our point of view is that Ford sells the car; we sell the dealership that sells the car. In most cases, the running footage is more a convenience to use. Generally the dealerships don't know what the manufacturers are going to feature until the last minute (like financing offers or rebates) and they want to beat their competitors to the punch and get on air first. In most markets, the local dealers also have an advertising group that they all chip in to for air time of their product commercials produced by the manufacturer (like an F-150 commercial telling you to go to you the Ford Dealership near you)

There are a few dealerships that we have shot "local" running footage for but for the most part they don't want to do it because of the cost (and at times the look/quality). They do get co-op from the manufacturers on the air time but generally the production comes out of their own pockets.

I hope that makes sense and I didn't add to the confusion.




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