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This ad was printed as an 8.5×11 newspaper insert to promote an auto dealership in Western Florida. It was brash, loud, and designed to attract attention. 40,000 copies were inserted into the Saturday paper. The central theme was a used car sale with big selection and easy credit on a major holiday weekend, giving people plenty of opportunity to shop This ran in 2004, when credit was easy and newspaper circulation was still strong.

Did It Work?

No. The ad produced very little traffic for the dealership. In retrospect the ad was too general. It didn’t have a specific offer, no vehicle brands were mentioned, and there was no real incentive for the reader to act now.

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