By Denise Caspersen
Early in 2000, the Automotive Service Association (ASA) began sponsoring the Bobby Likis Car Care Clinic radio program to increase consumer recognition of ASA member repair shops.
ASA recently conducted a survey in the areas where the program is aired to gain insight into the program's effectiveness, along with how ASA membership regarded this form of advertising.
One in four of the ASA members surveyed were aware of the radio program, and nearly half (46 percent) of all respondents felt that advertising on the program was a worthwhile means of increasing consumer awareness. An additional 21 percent did not respond and 33 percent felt that other options of advertising might prove beneficial.
According to the 2000 “How's Your Business?” survey, when it comes to advertising their shops, ASA members turn to several forms of advertising including “word of mouth,” followed by the Yellow Pages, radio and then newspaper.
ASA will continue to consider options for increasing consumer recognition of the association and consumer traffic to its members, along with improving the industry's image.
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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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