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This is two years old but still holds pretty true. http://www.worlddealer.net/tag/advertising-expenses/. Around $750/new vehicle sold, but that includes ALL expenses, including your fees, signage, you name it.
Also factor in the type of promotion that is their lifeblood. With a small geo, are they exclusive enough to do a low, consistent volume of image commercials all year--or do they live in the world of factory incentives, program cars, and deejay remotes, calling for higher frequency scheduling? I've had both, and the difference is 1x for the image guys, and 4-5x for the aggressive dealers.