I worked in the internet department for a company that had that "Oh, those guys..." reputation. Under a new GM, new GSM and and new sales floor, the mentality had changed and people weren't throwing keys on the roof any more. That isn't to say that two mailers didn't go out each month to the same customers. One saying that your car happens to be the one that we need and could be worth x% over bluebook value, and the other saying that you could lower your payment on your xyz if you buy a new one. Most of the people that were getting these letters didn't even have the car that we were mailing them about. The rest were pissed because they had asked the month before that we stop sending them junk. I know this because it was my responsibility was to call each of these people and verify that they received the letter(s), and get them in. It was a valuable experience for me, as I learned how not to operate a dealership.
The point here is, if you piss off 2,999 people to sell one car that "paid for the mailer", you lost way more money than you are accounting for. Treating the customer like a fool will sell cars, but it will sell fewer and fewer cars each cycle. Trying to build a positive reputation at the dealership is futile if you aren't generating a congruent message in your advertising. Just my 2¢...