CIVICS LESSON: Cleveland Honda dealers blaze trail with regional ad tactics

摘要

CLEVELAND - When American Honda Motor Co. decided 18 months ago to fund marketing for regional dealer associations, members of the Northern Ohio Honda Dealers wanted to do more than echo the manufacturer's advertising. That traditional regional, or Tier 2, role of repeating the mass-media buys of the factory wasn't going to help Honda dealerships 60 miles away from Cleveland in towns such as Wooster, Ohio, or high school football-crazy Massillon, said Mark Lyon, general manager of Jay Honda in suburban Cleveland and a trustee of the dealer association.