The Future of Advertising is Integrated Messaging

Bobby Likis, president of Bobby Likis Car Clinic, and Roy Dunn, director of sales and marketing for the company, spoke to ACC attendees about the future of advertising. "New technology allows viewers to click past commercials. Satellite radio will have commercial-free channels. HDTV can broadcast up to 4 different programs on a single digital channel. In the near future, consumers will view only what they like, and it won't be commercials!" Dunn said.

Bobby Likis Car Clinic's answer to this future is integrated messaging, like when movie stars drink from a Coke. "During Car Clinic programs, I answer callers' car questions with advice and, when appropriate, by suggesting sponsors' products or services. This is the perfect example of integrated marketing," Likis said.

Another advertising idea that Bobby Likis Car Clinic used is co-hosting. This is a new format where a guest VIP (co-host) has the opportunity to showcase products or services by giving them interaction with multiple callers, rather than a five-minute two-way prepared interview. Co-hosts can take calls directly from consumers regarding their latest widget while thousands of listeners "eavesdrop."

Finally, the Bobby Likis Car Clinic uses marketing partnerships, which are collaborations between media companies. For example: Car Clinic Radio and Motor Age have partnered to produce Inside The Motor Age, a vignette that informs and entertains radio listeners with the inside scoop on the automotive aftermarket. This partnership combines radio and print exposure for its sponsors and uses the power of multi-media synergism.

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