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“ Warm and fuzzy doesn’t cut it anymore!” The New Reality in Automotive Media Planning and Buying The Automotive Ad Environment The flow of dollars to the Internet will continue Other media must be synergistic with web programs (i.e., help drive prospects to the manufacturer’s site)

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Warm and fuzzy doesn’t cut it anymore!”

The New Reality in Automotive Media Planning and Buying


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The Automotive Ad Environment

  • The flow of dollars to the Internet will continue

  • Other media must be synergistic with web programs (i.e., help drive prospects to the manufacturer’s site)

  • Web-based programs have raised the bar for all media in terms of "cross-media" accountability metrics


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The Question

Can magazines quickly and efficiently bring auto prospects closer to “purchase consideration”

(and to the manufacturer’s website)?


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Some Third-Party Answers

Introduction of the Ford F-150 Pick-up Truck…

“Television and magazine advertising produced similar point gains in purchase consideration, but magazines were less than half the cost per person influenced."

Note: Results were reported in a Marketing Evolution white paper published with Ford’s agreement in 2005. The quote noted above comes directly from that document (italics added for emphasis).


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“Third-Party” Answers

Re-Introduction of Jetta and Passat

“Individual media were measured in terms of their ability to efficiently influence ‘lift’ versus control for a defined set of purchase intent objectives.

Across both studies, magazines were the only media whose performance was equal to or superior to all other media tested.”

Source: Marketing Evolution/2006; Full report available June 30, 2006


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5 Reasons Why TheseResults Shouldn’t Surprise Anyone


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#1. Roper, 2005: “Magazines are more effective than TV or radio in driving people to the web.”

57%

Which media provides you with ideas that influence how to get information about products and services on the Internet?

Magazines

53%

Cable TV

53%

Network TV

51%

Radio


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#2. MRI, Fall 2005: “Magazine readers are 13% more likely than average consumers to purchase a new car or SUV in the next 12 months.”


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#3. MRI Fall, 2005: “Consumers feel more favorably about ads in magazines than those on TV.”


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#4. From 1999 to 2002, Hudson River Group found that TV spending in automotive reached saturation levels far more frequently than magazines, driving down ROI as much as 12%.


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#5. On-Demand Audience Cume

Unlike TV and the Internet, with magazines auto prospects are in total control of when and where they see your ads. Maybe that’s why they’re 2X more likely to want ads on TV and the Internet eliminated than in magazines.


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