Using Galbraith’s Information Wheel for Auto Dealer Promotions

Information continues to alter feelings and perceptions and drive purchase decisions. In a world with increasing product choices and increasingly complex products, meeting the information needs of shoppers is more important than ever. Shoppers do not think of information in terms of the media that deliver it (internet, TV, newspaper, etc.), and marketers can no longer afford to do so either. Whether the delivery mechanism is an advertisement, social media, or people talking to one another, the art and science of persuasion starts with the message not the messenger.

Galbraith’s Information Wheel provides a framework for thinking first about what kinds of information marketers want to push at shoppers and what types of information shoppers want to pull from the market place. Marketers can later consider the best content and media mix necessary to maximize ready-to-buy traffic to the store.

(The full article is available in the pdf file below.)

Related files: 

Galbraith's Information Wheel for Auto Dealer Promotions.pdf