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Local media help spread message of available credit through dealers

November 17, 2010

A number of Chicago media are providing free air time and print space to help spread the message emphasized by the Chicago Automobile Trade Association, that vehicle financing is available at the area’s new-car dealerships.

The campaign combats a widespread public misconception that credit is not available for consumers, which is stifling demand and backing up inventory on dealer lots.

Representatives of NBC 5 Chicago, WGN-TV, WFLD-TV, WPWR-TV and CLTV agreed to broadcast the ad dozens of times each week; and the Chicago Tribune and the Chicago Sun-Times have agreed to print on a space-available basis ads produced by the National Automobile Dealers Association. An example of the display ads appears with this story.

The CATA in October refocused its $1.8 million annual advertising campaign on behalf of its dealer members to confront the current economic turmoil and associated consumer concerns about access to credit.

More than 90 percent of new-car purchases are financed, so it is important to fight a perception that credit is not available.

The NADA campaign, titled "It’s the Best Time in Years to Buy a Car," carries key messages:

• Credit is available
• There are great deals and incentives on vehicles
• Vehicle quality and fuel efficiency have never been better