Listening to or reading dealership ads makes it sound like an easy process. Talk up your dealership, use some sales buzzwords and send your message far and wide. While it may sound simple, it’s not, particularly if you want to spend your ad dollars effectively. You need to have a viable plan before you can execute your ad program. You need a strategy and, mostly importantly, a budget. Following is a beginner’s guide to setting up an auto dealership advertising budget. At the end of the article, there is a good template with generic dollar amounts that you can use as a framework for planning your advertising program and budget.

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