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Phoenix Marketing Reports Findings on 'Best Practices' in Automotive Advertising [Professional Services Close - Up](Professional Services Close - Up Via Acquire Media NewsEdge) Phoenix Marketing International, a market research firm, has reported findings that reveal "best practices" in automotive advertising for all of 2011 across multiple vehicle segments and ad media types. According to a release, the analysis was conducted using quantitative and qualitative data collected from over 148,000 evaluations of more than 750 TV and print ads. The Phoenix monthly syndicated ad audit asks respondents to rate advertising spots on a variety of in-market and creative metrics. This "best practices" report determines which metrics and messaging elements resonate most effectively with their targets: luxury car and non-luxury car owners and purchase intenders. According to Phoenix's findings, innovation and efficiency messaging prevails in many ads across the industry, and ads that are clear, believable and informative perform well, regardless of their audience. Phoenix analysts conclude that non-luxury respondents favor engaging ads that are humorous, clever, entertaining and unique, while luxury respondents are more responsive to ads that have a serious tone, portray a brand they want to be associated with, and show an attractive vehicle. Non-luxury brands whose ads fared well with consumers in 2011 are Chevrolet and Volkswagen. Some of their top-performing spots included humorous scenarios with demonstrations of vehicle capabilities. The report also notes that while efficiency messaging is effective in both the non-luxury and luxury segments, luxury ads with messaging on fuel economy often succeed when combined with messaging on performance. The "best practices" report also determines which messaging elements appeal most to non-luxury car owners and purchase intenders of different age groups. The ages are those under 40 and those over 40. Phoenix data shows that ads depicting alternative fuel vehicles and conveying the paradigm shift toward these vehicles tend to resonate more so with younger non-luxury car owners and purchase intenders. Conversely, ads with safety and quality messaging are more effective among those 40 or older. Additionally, the Phoenix report discusses the elements of a successful luxury car print ad. The top performer in this category is Audi, whose series of one- page ads convey a blend of style and "intelligent engineering," in order to announce the launch of the redesigned A6 model. More Information: http://www.phoenixmi.com/auto. ((Comments on this story may be sent to [email protected])) (c) 2012 ProQuest Information and Learning Company; All Rights Reserved. |