Chrysler Promotional Allowance Program Fact Sheet Program ID: C489 Program Period: Q1 & Revised

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1 This program offers all participating dealers the opportunity to earn Promotional Allowance Program Funds based on NEW vehicle sales. Program Funds Promotional Allowance Program (PAP) Funds are accrued monthly based on NEW (Type 1, Type L, Type B, and Type E) vehicle sales. Each NEW vehicle sale will accrue $160 that will be available to spend on NEW and CPOV advertising during a two-month spending period. The Funds will be matched on a 1:1 basis; thus providing dealers with 100% reimbursement for advertising dollars spent if the program rules are followed, and the required documentation is provided. Each dealer will receive $90 per unit in a Bonus Fund to be spent on NEW and CPOV advertising. The Bonus Fund is accrued monthly and matched on a 2:1 basis. All claims are paid first from the PAP Fund and second from the Bonus Fund, once the PAP Fund is exhausted. Dealers who receive Add/Lines or New Dealerships from Chrysler Group LLC will receive a one time payment of PAP funds based on the Add/Line Planning Potential or the New Dealerships Planning Potential. The PAP amount will be calculated by the Add/Line or New Dealerships Planning Potential divided by 12 months, times $160. These funds are to be issued the following month the Dealer Code or Add/Line is activated by Chrysler Group LLC. EXAMPLE: New Planning Potential = / 12 months = X $160 = $5,280. For questions, contact your local Business Center representative. Reimbursement processes claims within approximately five business days of receipt of all required documentation. The Chrysler Group will reimburse dealers for approved claims via a credit to your Dealer Parts Account every other week, on or about the 2nd and 4th Tuesday of the month. It is the dealer s responsibility to ensure all advertising meets all federal, state, and local legal requirements, as these are not reviewed by Chrysler Group or its agency as a part of the Promotional Allowance Program. The dealer indemnifies Chrysler Group or its agency against any liabilities associated with the advertising. Inappropriate or fraudulent conduct, including without limitation, making false or misleading statements or representations or committing acts of fraud, may result in payment stoppages, chargebacks of any amounts paid, termination, or suspension from participation in the program. Chrysler reserves the right to review and audit all claims submitted in connection to the PAP program to determine compliance with program terms and conditions. Failure to provide any requested documentation to audit the claim may result in a chargeback. Certified Digital Program Q1 2013: Claims from the Certified Digital Program will be reimbursed 100% from the Bonus Fund until the Bonus Fund is exhausted. Any remaining claim dollars will then be reimbursed from the PAP Fund. To be eligible for the 100% Bonus Fund reimbursement, the claim must: Be from a Certified Vendor (vendor will submit claim on behalf of the dealer) Have a minimum monthly budget for SEM and OLA campaigns of $999 Have a minimum monthly budget for SEO campaigns of $499 Be for a managed chat solution that includes the vendor s chat answering services being enabled. Any SEM/OLA or SEO spend below the above minimums are eligible for normal PAP reimbursement as are Chat programs in which only the dealer answers the online chats. Overview of Program Funds Fund Amount per vehicle sold Fund Match Media Types PAP Funds $160 per new vehicle sold 1:1 match All Eligible Media Bonus Funds $90 per new vehicle sold 2:1 match All Eligible Media Bonus Funds Certified 1:1 match Certified Programs 1

2 Spend and Claim Timeline Accruals are based on new car sales for the month. Spend period (ad run date): 2 months following accrual month Claim period: 2 months after the last day of the month in which the ad ran. Funds officially expire after the Appeal Period (5 months after the accrual) Accrual Period June 2012 Spend Period July 2012 Spend Period August 2012 Claim Period Sept 2012 Claim Period Oct 2012 Appeal & Missing Document Period Nov 2012 Claim Deadline Your claim must be postmarked, submitted by fax or received electronically by the Chrysler Promotional Allowance Program Headquarters no later than two months after the last day of the month in which the advertisement was aired or published; the billboard advertising was installed; or the direct mail piece was mailed. Pre-Approval Services Chrysler highly recommends utilizing the Program Headquarters no-charge pre-approval services prior to running any advertising. Chrysler Program Headquarters can provide advice on the application of the advertising rules to dealer advertising at any point in the developmental process, giving dealers assurance that their advertising content will be eligible for reimbursement. Chrysler Promotional Allowance Program Contact Info Mail/Fax all documentation and this form to: c/o Ansira 2300 Locust Street St. Louis, MO F o r P re - A p p ro v a l a n d a l l o t h e r P ro g r a m S u p p o r t, c o n t a c t : (phone) chryslercoop@ansira.com Hours of Operation: 8:30 a.m.- 5:30 p.m. CT 2

3 Advertising Rules a) 100% of the ad or spot must be allocated to support NEW or CPOV Chrysler, Jeep, Dodge or RAM vehicle advertising. The ad must include the current or previous model year or say New. 1b) No combined ads with any other manufacturer will qualify. 2a) At least 75% of the ad space (or running time) must be dedicated to NEW Chrysler, Jeep, Dodge or RAM vehicle advertising. The combination of CPOV Chrysler, Jeep, Dodge or RAM vehicle advertising and service advertising cannot exceed 25%. 2b) Up to 25% of the ad space (or running time) can be dedicated to CPOV Chrysler, Jeep, Dodge or RAM vehicle advertising. 2c) Up to 10% of the ad space (or running time) can be dedicated to service advertising. 3a) The NEW vehicle portion (or message) of the ad or spot must be clearly separated from the CPOV portion, with a solid, uninterrupted box or line. 4a) The CPOV portion of the ad or spot must include the CPOV logo. The logo must be located in the CPOV section of the ad. 5a) The ad or spot must include all Chrysler Group logos representing the Dealership s franchise(s), including the Ram Truck Brand logo separate from the Dodge Brand logo. National or regional campaign logos MUST be used in conjunction with Dealerships brand logos during the promotion period(s) when required by Chrysler. 5b) When advertising a RAM vehicle in any advertising or marketing format, the Dodge brand name or logo cannot be used as a descriptor, i.e. Dodge Ram truck or Dodge Ram RAM is a stand alone brand, separate from Dodge. 5c) Only approved Chrysler Group logos may be used. All approved logos are available on the marketing planner website. 6a) No traditional used vehicles or mention of used vehicles may be present in the advertising. If traditional used vehicles or the mention of used vehicles is present anywhere in the ad, the entire ad will be ineligible for reimbursement. Advertising messages that imply distress are not consistent with the Chrysler Group image are prohibited. Dealer advertising must not include, but are not limited to, any of the following words and phrases: 7a) Bailout 7b) Blowout 7c) Liquidation 7d) Wholesale 7e) Distress, Factory Outlet 7f) Factory Authorized 7g) Manufacturer/ Factory Challenged 7h) Below/Under Invoice 7i) Buy One, Get One 8a) Advertising must not state or imply that any Chrysler Group dealership has favorable status or preferential standing in the marketplace at the expense of another Chrysler Group Dealership through direct mention of any other Chrysler Group Dealership. 3

4 Eligible Media and Required Documentation Media Television Radio and Internet Streaming Radio Newspapers Direct Mail and Circulars Internet Chrysler Digital Outdoor and Transit DMS Marketing Alliances, Sponsorships and Events Costs not eligible for reimbursement Required Documentation The storyboard or script, with both the video and audio portion of the spot, imprinted with the ANA/TVB or ANAS/CAB (cable) stamp and signed by a station official plus an original station invoice with affidavit reflecting dates, times, cost of each spot and any warned discounts or agency commission. The script imprinted with the ANA/RAB stamp and signed by the station official plus an original station invoice with affidavit reflecting dates, times, cost of each spot and any earned discounts or agency commission. The actual newspaper advertisement or a legible copy bearing the publication name, and ad date plus an original publisher s invoice reflecting the ad size and cost. An actual mail piece, along with an original, itemized printer s invoice reflecting quantity and cost as well as postal receipts reflecting the quantity mailed and mailing cost. TDM mailers and Galley lists only require an invoice from Chrysler. The start date on direct mail claim submissions are determined by the drop date on the postal receipt. The funds will be pulled from the spend period based on the drop date of the submitted claim. In order to be eligible for internet advertising reimbursement, dealer must at a minimum be signed up for the basic Chrysler Digital website. For web banner advertising, the required documentation is the printout of the Internet creative and an original invoice. For search engine marketing, the following documentation is required: the invoice from the search engine company reflecting the costs incurred, a list of the key words purchased on the search engine and a screen shot of the search engine site showing a successful search using one of the key words. The following website upgrades are eligible for reimbursement: Video, Certified SEO Marketing packages through Chrysler Digital Certified Vendor Program, Edmunds Premier Dealer Program, KBB Lead Driver, Inventory Syndication, Spanish Language, Unassigned Owners, Social Media, 3rd Party Leads and Chrysler Digital Certified Chat providers, billed through Chrysler Digital only. Other 3rd party leads are not eligible unless billed through Chrysler Digital. The basic Chrysler Digital website package, other lead generators, and the social media set up fee are not eligible for reimbursement. An onsite photograph of the installed billboard or vehicle wrap plus an original invoice reflecting the location, number of billboards, posting dates and costs. A photo of a new vehicle must be present on the billboard; location-only messaging is not eligible for reimbursement. The actual campaign copy via an sample and/or script of phone/text message plus an itemized invoice reflecting run date(s) and program description. The vendor contract agreement, all invoices and photographs of the activity. Agency Fees and Commission Production Costs Missing Documentation You will be notified, via or fax, using contact information found on the dealer home page, if your submitted claim is missing required documentation. Please do not submit missing documentation as a new claim. The documentation should be submitted via , fax, or mail including a reference to the claim number and postmarked or submitted electronically no later than 30 days after the notification letter. 4

5 Alliances, Sponsorships and Events Certain alliances, sponsorships and events are now eligible for reimbursement. Pre-approval is required for alliances, sponsorships and events. An event-specific pre-approval form is available on the PAP website. Chrysler Promotional Allowance Program recommends all event pre-approval materials be submitted at least 30 days before the activity date. If you do not receive approval, the claim will be declined. Please note: Although PAP will no longer reimburse the staffing portion of any 3rd party or private sales event, other event expenses, such as direct mail or TDM, may be eligible under existing PAP event guidelines. All events require pre-approval utilizing the event pre-approval form on the web site. Please contact Program Headquarters with any questions. Claims must be submitted to the Chrysler PAP Support Center no later than two months after the last day of the month in which the activity was held to be considered for payment. Required Documentation: The vendor contract agreement, all invoices and photographs of the activity must accompany the claim form. Please Note: Alcohol cannot be served at events that include test drives. Doing so will make the entire event ineligible for reimbursement. Eligible Events Eligible Events, continued Hole in One Competition Costco/Sam s Club Displays Fair Sponsorships Cinema Public Vehicle Display Dodge Rodeo Golf Tournament Sponsorships Auto Show Events Grand Opening Event Sporting Arena Vehicle Music Festivals Display/Sponsorship Eligible Expenses Event/Lot Space Catering Print Advertising Entertainment Fees Broadcast Advertising Ineligible Expenses Production Costs Giveaways Talent/Staff Fees Food & Beverages DMS Marketing DMS Marketing is multi-channel communication; eligible outlets are phone, , and text. Advertorials Advertorials are now eligible for reimbursement with print and broadcast advertising. A dealer advertorial is an advertising message that states the dealer s opinions are views. It is typically more text heavy and has minimal vehicle advertising, much like a letter to the editor. Chrysler Promotional Allowance Program Contact Info Mail/Fax all documentation and this form to: c/o Ansira 2300 Locust Street St. Louis, MO F o r P re - A p p ro v a l a n d a l l o t h e r P ro g r a m S u p p o r t, c o n t a c t : (phone) chryslercoop@ansira.com Hours of Operation: 8:30 a.m.- 5:30 p.m. CT 5