Keywords
Larry H. Miller, Automotive dealerships, advertisement effectiveness, competition
Abstract
The Larry H. Miller Automotive Dealerships have been in business for over ten years, and have determined the Salt Lake Valley to be the target market for its advertising campaigns. The current advertising campaign for Larry H. Miller Dealerships centers on the "After all...you know this guy" slogan. Venture Consulting conducted a study to determine the following: How effective are current Larry H. Miller dealership advertisements? How does the public perceive Larry H. Miller as an individual? How does the public perceive Larry H. Miller advertisements in relation to its competitors? Venture Consulting comprised of Staci Checketts, Tatum Enyart, Booke Hardy, Marlene Lang, Janessa Wright.
Description
This is a collection of marketing research case studies of local companies prepared by BYU graduate students.
BYU ScholarsArchive Citation
Checketts, Staci; Enyart, Tatum; Hardy, Brooke; and Lang, Marlene, "Larry H. Miller automotive division marketing research project: Prepared for Direct Manager of Larry H. Miller Advertising" (1998). Student Works. 42.
https://scholarsarchive.byu.edu/studentpub/42
Document Type
Report
Publication Date
1998
Permanent URL
http://hdl.lib.byu.edu/1877/1202
Language
English
College
Marriott School of Management
Department
Management
Copyright Status
© 1998 Brigham Young University;
Copyright Use Information
http://lib.byu.edu/about/copyright/