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| Author: | Brule, M. Saporta, G. |
| Title: | How car advertising works |
| Journal: | Marketing and Research Today
1995 : AUG, VOL 23:3, p. 162-172 |
| Index terms: | CAR INDUSTRY ADVERTISING EUROPE |
| Language: | eng |
| Abstract: | Car advertising provides a privileged field for analysing how advertising works, given the weight of the investments, and the level of consumers' involvment. For 10 years, B.V.A. has collected data on several European countries on the impact of car makers advertising campaings, through its MULTIPACT service. The analyses must separate two kinds of qualities, which explain why advertising campaings succeed or fail: In each dimension, there are wide variations in campaing performance. The level of media investments is only one of the variables which can explain these different performances. Two individual characteristics are of paramount importance: the age of the consumer, and the make he presently owns. The leverage effect of advertising campaigns on the purchase intentions of non-owners of the make is more obvious than the same effect of owners. |
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