EXECUTIVE SESSION WITH MIKE JOHNSON
Local TV Drives Auto Dealer Successes
North Carolina dealership owner Mike Johnson and his partner are big believers in local TV advertising. They spend 80% of their advertising budgets with TV stations and expect to increase spending 10% next year. He explains his TV-focused strategy and, drawing on his experience as the former chairman of the North Carolina Dealers Association, he offers the prediction that advertising expenditures in the auto sector will increase every year over the next five years.
