With winter under way, now is the time to start planning your spring advertising budget. According to the Automotive Service Association's 2003 "How's Your Business?" survey results, mechanical businesses spent an average of $17,169 in 2002 on the various types of advertising. Forty-one percent of businesses reporting an increase in sales from 2001 to 2002 gave credit to advertising.

Looking at advertising for mechanical businesses by region, the West tends to spend a bit more on advertising than the rest of the country, reporting a budget of $22,064. This is followed by $14,000 in the Midwest, $13,975 in the South and $12,108 in the Northeast.

The Yellow Pages still holds the top advertising position, selected by 85 percent. This is followed by word of mouth (79 percent), direct mail (54 percent), the Internet (40 percent) and community involvement (38 percent). Other elements of advertising - along with a profile of the customer - can be found in the December 2003 issue of AutoInc., which includes the latest "How's Your Business?" survey results.

If you are an ASA member planning your spring advertising campaign, ASA may be able to assist by providing you with a demographic market profile.

Stat Corner is written by Denise Caspersen, ASA's research management specialist. She can be reached at (800) 272-7467, ext. 236.

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