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Qualman said the increase in radio spending this year will be financed by a shift of money from other media – mainly TV – and does not forecast an increase in the division’s overall media budget. Buick spent approximately $170 million in 1991, according to LNA. Ritchie added that Buick is likely to create specific programs on radio networks rather than blanket the country with one campaign. ‘Radio is extremely selective,’ she said. ‘It gives us the kind of efficiency we need. ‘We’re not going to go out and buy 100 points of scatter in radio. We’ll be doing specific programs.’
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