Dorsett Mitsubishi serves the Terre Haute area and a 70-mile radius offering new and used automotive sales as well as automotive repair services on all types of vehicles. Mitsubishi Motors offers a variety of models that appeal to a range of drivers. Dorsett competes directly with all other import and domestic automotive dealerships. Indirectly it competes with all other used car dealerships.

MillerWhite devised a marketing plan to assist Dorsett Mitsubishi in reducing its advertising costs in response to a reduction in co-op money available from Mitsubishi. MillerWhite recommended, developed and implemented a media habits survey to home in on customer demographics and assess where customers and potential customers hear and see messages about the dealership. Survey questions addressed specific radio and television/cable stations watched, specific programming watched and specific phone directories used, among others.

The results of the survey, when combined with Nielsen and Arbitron industry data and MillerWhite's Diminishing-Point-of-Return formula, helped Dorsett to improve its media planning and buying and cut its media budget in half while increasing sales by 35 to 40%. The media habits survey tool is applicable to virtually any retail operation.