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  • This has been just the first stage where we did four groups amongst different age groups 25-35 and 35-45 women and men and split amongst broadsheet and tabloid readers and then we supplemented that at the end with 4 paired depths so we could look at the mid-market titles as well. In field is a quant study of 1000 to validate the qual findings. For the purpose of this discussion if I just talk you through the biggest issue which came out first and then take you through what seemed to be emerging about how people feel about buying their new cars which was completely fundamental to the findings. I’ll then compare that to how they feel about car advertising and particularly print newspaper car advertising rather than value car advertising. Finally I’ll look at what is it that newspapers can do for car advertisers.
  • The biggest issue to emerge about newspapers car advertising is the mis match between it and the consumer’s mindset and attitude when buying a car. When people talk about how they feel about buying a car they are very excited. It is one of the things in life they really enjoying having, I won’t say buying but ending up with. Obviously it is very clear from everything that is known that buying a car is a very overwhelming, complex and difficult thing to do. But if you think about that feeling about when you have the keys and you have the car, that is all about joy and people are excited about that. But when they are asked about newspaper car advertising before they get into looking at specific ads they describe it spontaneously as boring, formulaic, lifeless, dull. This was echoed in the quant with 71% describing their impression of newspaper car ads as being boring. This is a category discussion so they are just talking about what’s popping up into their heads. And when you talk to them about telly by contrast, they get quite animated and describe how they are really clever and getting better and better. They are very aware about what’s going on in telly advertising and they can remember telly ads but they can’t remember Press ads - as one said I can’t think of a good quality Press ad that I have seen for a car. It seemed that what’s going on is that Press car advertising is often talking to and about the dryer end of the process, the information rich end of the process, rather than looking at how people feel about cars. This jars with how they actually feel when they are buying a car. As we go through this I’ve got inserts of people talking to camera from the depths we filmed, so you can hear from the horse’s mouth what they thought. You will see the same eight people when I am doing that. We have only used examples of what they are saying when it was absolutely common across the sample. So if we can just listen for a minute now to what it feels like to buy a car from one of our peoples’ point of view. Film Playing
  • That’s the excitement I am talking about, but when you get them to chat to you about how do they feel about the ads they see in the papers they think it falls short of what they see on the telly. They feel that there is an overall a lack of inventiveness and that’s quite long winded and what you’d expect in many cases. One of the broadsheet pre-family women, said it’s very surprising that they are not more inventive or creative when you think of what they do for a 40p bag of sweets. So you can see that the expectation versus what they are buying emotionally is very, very high and they pass that on to what they want to see in Press ads. This doesn’t mean all, it means most. This is how it feels to look at a newspaper ad FILM PLAYING
  • What was emerging from these groups is that there are three areas that the decision has got to tick boxes against, obviously financially, because of it being such a massive outlay. The second most expensive thing bought. Practically because if you don’t get what you want or if it breaks down or if there is any problems at all with the car, the way we all live now that is a really huge issue. But what was very interesting is the degree to which the decision was being made emotionally all the way through the process and the impact that the emotional angles of the decisions having on people as they went through that process.
  • It was certainly clear in these groups that people are doing what lots of the accepted wisdom describes which is narrowing-down & short-listing. However what also seemed to be happening is that when people describe how they go through their process and how they feel about going through their purchase process they don’t feel they are getting all rational at the end even though it is such an expensive and massive thing. They actually felt that as they got to that point of deciding however they did decide, they’re really, really thinking about the look and feel and how much they like the look and the feel of the car. So I am going to spend a little bit of time talking about what look and feel means to them and what they are talking about advertising-wise. So yes, they are looking at the cost, yes, they are looking at the deal, yes, they are looking at the extras. All of those things that are important in the process are being considered but the actual decision seem to be made on these five different levels that you can see on that wheel – so yes rational but also visual, physical, sensual and emotional, so how it looks how it makes them feel, how they feel about it, how they feel about themselves, all were as important as the spec, the cost, the deal, all the way through.
  • ‘ Having a look first of all at liking the look of a car, the question that was being asked by consumers was is it visually appealing, how much do I really like that car which is a very emotive, very subjective thing. What was very revealing is the language they used when they talked about the car they ended up with. It was the same language as they would use if they were talking about someone they had their eye on, someone they really fancied, it was looks, it was kind of phoar, it was three cars I fancied. That kind of vocabulary was very common across the groups and across men and women and the reason for that was (a) the emotional importance of what they were deciding but (b) the fact that what they are basically asking is can I see myself in it. That emotional role of how that particular car made them feel about themselves became absolutely crucial and as one of the women in one of the tabloid groups said “if I don’t like the way they look, I am not interested - instant aversion of eyes if it’s not looking the way I want it to look”. But by contrast if they are looking at a car they do like they feel more like this. FILM PLAYING. It’s on a really fundamental and emotional level something you really love like a bar of chocolate, “oh I really fancy that” which isn’t about the cost of the deal and it isn’t about spec it’s much more about me in that car .
  • In terms of the feel of it, what they were talking about was cars being part of the really big things in life for them. It’s a really, really major part of who they are and how they defined themselves to others. This seemed to be the case for both men and women and also for people who are really interested in cars which in our sample were the guys versus women who were broadly not that interested in cars. They were using their choice of car to say who they were to other people and also to say who they were to themselves and what kind of an experience they were going to have day by day in their own car. We were really intrigued to see what people would reveal, how much they would say about what it is to buy a new car and why new is so important and what you get from new that you don’t get from others. Across men and women some things were the same but some things were really different but across all groups it was definitely when you are buying new it’s about me in the car and who do I want to be seen as in that car. FILM PLAYING. So they were pretty clear about those really fundamental and emotional things that are going on in terms of status, self-perception, being seen in their peer group. Even though they were such different people and their decisions car-wise were dramatically different across the spectrum it was the same stuff was driving them on a more fundamental level. One of the tabloid guys said that cars were like dogs they reflect their owners.
  • For women cars seem to be working more on a level as one of the ways that a woman was expressing her personal style. How a car looked in her life and how she looked in that particular car came up time and time again came up as being really important. You could see that in the language as well as the choices that were being made but also how that particular car contributed to how she felt. So not just liking it but feeling good getting into it, feeling good getting out of it. That needs to be tempered with an important point which is that at the end of the day for most of the women in our sample, even though they felt this way and even though as you could see from what those women just said on the tape it was big important stuff, it’s also just a car, it’s metal on wheels, it gets them from a-b, if its not there and goes wrong then that’s a big disaster it’s a practical nightmare but it is actually just a car. That doesn’t mean that women don’t get hugely excited about what they look like and the choices they are making about which ones they would or wouldn’t like to buy and it made for very interesting statements in terms of what’s it like to buy a car, so as one of them said it’s like a handbag, which sounds incredibly flippant and ridiculous but actually what she meant is I am choosing how I look and how I come across as by deciding which car I am going to actually be seen in. Other interesting quotes on this point were about confidence, lots of women talked about how much confidence they got from their car. The car they actually chose whether they were standing at the school gates or whether they were at the car park in work they linked that directly into feeling good, getting into it feeling good, getting out of it feeling good, being seen around and about. But constantly women were wanting to draw the distinction that they are not like men when it comes to this they are not going to be as into cars as a bloke in their view ever would be so it’s got to look good and it’s got to make them feel a certain way but they are not quite into it as men are. FILM PLAYING. So best looking, colour, what’s in it, how I feel about it, not worrying too much about the spec. being very girly about it.
  • Guys on the other hand were much more talking about things that were to do with sensation, things that were to do with mastery. It was about a performance tool it was about the level of personal pleasure they get from it and it was about gratification of senses they talked about rubber, they talked about oil, they talked about petrol, they talked about smelling it, they talked about how excited they were about going into showrooms they talked about the growl of the engine they spoke about potency. This vocabulary tumbles without very much prompting at all. They also spoke about the feeling of holding a car down. There is a big power challenge potency thing going on and all of this is absolutely linked with the visual delights at looking at beautiful cars and they would talk very happily about how cars are a work of art. There is another layer going on here which is the joy of driving fast and well, the joy of challenge, the joy of speed and the joy of being in control of a machine which is basically something dangerous. So they would describe this as starting with Scalectrix when they are eight and going on from there that was the kind of analogy that was being drawn. They would sit and say it’s like being action man absolutely seriously, it’s about exhilaration and about liberation and very much a boy thing. Which is why when that woman was talking about her husband feeling that their choice being very mundane for him because it needed to be a family car and therefore he was disinterested in it. For her she wanted it to be as good looking as it possibly good looking, for him it didn’t tick any of these boxes so he disengaged himself to a larger extent to that decision. FILM PLAYING.
  • Just going back to the status points that men and women were making a couple of minutes ago just to clarify how that differs. Women seemed to be making themselves broadly fit in albeit individually etc. but fitting their group rather than leading and feeling good about that. As one of them said my car’s a reflection of who I am and how I’m seen just as my clothes are. Men in the way that they were making their choices and talking about making their choices seemed to be measuring more, measuring themselves, measuring each other doing an internal and external comparison job. The external stuff was all about either the company car parking in the broadsheet groups, or outside the pub the equivalent work-wise in the tabloid groups. But it was also an internal thing they talked about rising up a ladder of cars, which one they were going to get next, which one they were going to get in 2 or 3 cars time, when they had earned enough money and got on well enough at work to facilitate that - so there was a lot of personal pride and pleasure in the progress that they were making car-wise. The comments in the speech bubbles on the right about how a man gets his testosterone, his maleness, his status, these were made by women they are describing the differences between men and women. The guys would talk more in terms of my car is a reflection of my success. So women were reading the motivations that were going on there quite interestingly.
  • The reason that all of that was so interesting is because car advertising - newspaper advertising as well as TV - from the way it is currently often written or developed, seems to assume that people decide in a broadly linear way as this slide depicts. Our research suggests they were deciding in a much more human way rather than this linear way. The model against which most advertising appears to be trying to work currently appears to be - which cars might I want, which is assumed to be a TV brand value job. Which ones might I consider properly if I was short listing, and Press comes more into play at this point. And then how am I going to choose which would be the dealer at the end. That’s the impression from looking at the advertising market and looking at all the stuff which is generally written about how advertising gets developed for the car market. It is very process driven. But this research was showing that the information, whilst it is part of the decision and a very important part, doesn’t seem to be the final deciding.factor. It doesn’t seem to be that the decision ends up being rational or information based.
  • The actual process didn’t seem to fit any of those seven points, three points, 11 points, all of those different versions of how people decide how to buy cars which are out there. They weren’t being played back in these groups. There were elements of them which were true which you could nod to and tick those boxes if you wanted to, but broadly it felt more multi-faceted and more human than those processes allow. They did cover various areas but they didn’t seem to do it chronologically and the most obvious illustration of this is how often people were talking about going to dealers at the start of their process, or repeatedly going to dealers, rather than going to dealers at the end. But there is a mastering of information going on which involves getting information from loads of sources which people felt very comfortable with. They knew where to go, they knew what it was they needed and they knew how to get hold of it. What was interesting was the way that the information was being added into layers of their own preconceptions, the stuff they already thought and then they pile in all of the new information on top of it. In terms of a process the way that they describe what they were doing with this information felt like a gigantic compare and contrast exercise, trying to take on everything they discovered and hold it up for each of the cars they were thinking about and trying to weigh up which one was going to come up best and therefore try to blend it all mentally. It was really clear how important the brand was in all of that in trying to work it out because it is very confusing and difficult. The start point did seem to be at the top there, do I like the look of this car, brand and model but then they seem to go down and up , and side to side between these other three questions, which is: - what can I find out about it which is where the price and the info stuff would come and all the specification stuff. - Do I like the feel of it, do I actually like it when I am in it, do I like touching it, do I like the way it looks. -And will it fit with my life - will it do what I want it to do and the answers to those questions were much more about turning specifications and features into consumer benefits and things they could actually use.
  • So what about all the information they are amassing and how do they answer those questions? They don’t seem to only be visiting dealers at the end for the deal. They seem to be using dealers to understand if they like the look of it, to get the info. But if you look at that chart what you can see is this huge number of boxes feeding into these three core questions and that’s the point I want to make about this - there is all of this information out there and they get it from wherever they want to get it from to answer the question they have currently got into their head rather than going through those much more separated out processed things that have been previously described. Liking the look and finding out the info is very self-explanatory. In terms of getting the feel of a car and whether it will fit your life that’s the really difficult bit and that’s where they are trying to work out what it is that they are trying to decide on. Advertising current and past is clearly impacting in that there is an accumulation of impressions over a long time. But what they are actually doing is trying to decipher what does it mean for me? what do I do with all this? how will this give me what I actually want? So looking at colour charts and looking at colour in the actual showroom do I like it in reality - the whole thing is a reality check - what is this going to be like for me? can I see myself in it? hence sitting in it and doing all the things they describe at dealers. It’s quite interesting getting them to talk about what a man would do or a woman at the dealership as a diversion for a second. Women thinking their husbands were looking at completely different things than they were in a car over and above the main things you would want to look at. And that they as a woman would notice things that their husband wouldn’t notice inside the car and outside the car and he would be looking at things that she wouldn’t be very interested in. All of those sorts of conversations were pointing towards the physical, sensual, emotional.
  • The amount of information they have to collect doesn’t feel good even if they are really into cars. If you start at the bottom of that balloon with I need a new car the more you find out the worse it gets. So much information going in and everything they found out seemed to breed another 4/5 questions they then had to establish the answers to those questions and it becomes more and more complex. 78% of the quant sample felt there was a huge amount of information that had to be checked, compared, contrasted and decided upon. They talk about this feeling of increasing pressure and stress and that translates into relief once the decision is made and the balloon has burst and they finally got whatever it is they want. The reason it feels bad at this stage, this information rich part of it, is because they really want it to be perfect because they are spending so much money and making so many choices between all of those different facets. Also they get side-tracked because they find out things they didn’t mean to find out in the course of finding out the answers to questions and all of these can effect a decision they have already made. They can rule something in or out so that’s why it feels stressful. People who really like cars as well as people who were less interested in cars per say were all saying that this bit doesn’t feel good. Some of the women were saying that you need a special file, a special place, there is so much of it. Guys were saying things like – it’s two weeks on the internet non-stop surfing it’s a nightmare. These were the guys who were really happy talking about how much they loved cars 15 minutes previously. When they are in this bit it’s too much it’s like an obsession and it feels unpleasant.
  • In terms of how long that takes it varies really in the sample that we had it was in fact between 2 and 9 months, but there were massive variations because it was such a human thing between 2 days was the shortest 2 years was the longest. But broadly what was more interesting is that the decision whether it was slow, medium or fast actually seemed to have taken years because it was as a result of the those preconceptions as well as all of the new information they have taken on board. So the final analysis on which model from which brand seemed to usually be taking months or weeks but the brand decision seemed to have taken much much longer it was a big thing that they were carrying around with them and they were shifting more slowly.
  • It was different for guys who were really into cars than women who were much less into cars. For men who were really into cars there wasn’t really a beginning to it. It was a constant topping up process always finding out, always on the look out in everything they read that’s relevant to their particular car. They were interested and very delighted and it was a lovely thing to be doing which is why they can be so quick when it’s actually time to buy. They already know what they want but it makes for obviously massively closed minds and loads of baggage in terms of getting them to read a newspaper ad. For women on the other hand, and some more car neutral men, it felt much more like a maze a horrible place of acronyms and jargons which they didn’t understand. Also it’s a project with project boxes or a project pile on the kitchen table rather than an ongoing interest. So therefore it started and ended but it tended to be slower because they had to learn as they went along as they knew far less than the guys. But they felt more open minded brand wise because they were taking more information in whereas guys a bit more closed in terms of what they would or wouldn’t have a look at.
  • But either way it was clear that the brand was absolutely vital either to get somebody to look at an ad or to facilitate them to consider it in the case of women. It was colouring their decision from the beginning to end. The thing that alerted us to this was how often when we showed ads in papers the degree to which people won’t look at them if they don’t like the brand. If it’s a brand they are not interested in it was a big no. The model was always representing the wider brand so how they felt about the brand was always important. The process overall felt fluid, there was to-ing and fro-ing and there was ruling in and ruling out. But if the brand wasn’t right then it was stopping the actual product story from coming out of the ad as some of them tell you here. FILM SHOWING. So in both those cases, no interest because of what they thought about the brand .
  • A question we think needs to be asked is the degree to which a lot of the newspaper car advertising they are dismissing is reminiscent of how newspapers used to look a long time ago. On the top right hand side of this slide is a spread from 1984 - that’s how newspapers looked and that’s how car advertising looked. But if you think about that physical, sensory, visual, emotional, rational purchase process that I was describing earlier, it’s probably fair to say that quite a lot of the newspaper car advertising they are talking about hasn’t come on the same way newspapers have.
  • So what can newspaper advertising do for car advertisers? For the last bit of this I just want to give you some examples of what they said about actual ads. As a summation what seems to be happening is that where advertising acknowledged the mind set and where it understood the motivations, the fact that it was in a newspaper didn’t seem to be restricting the message that can be conveyed. What I mean by that is just because they are reading a newspaper doesn’t mean the ad in a newspaper has to be doing a certain thing – that is only giving them information, or the latest deal. When the creative work fitted with their mindset then their reactions were as you can see up here - they were talking about feeling closer to the marque, they were talking about reconsidering a brand, they were talking about getting the same message as they heard in other media so amplification. And, yes, there was a natural role for announcement whether it was model, deal, whatever. But overall it was clear there was capacity in the newspaper medium to be flexible and to actually give room to an idea where the idea was strong enough.
  • The reason that newspaper car advertising can achieve these things is because readers don’t want to just read newspaper ads. The way they were reacting to the ads showed they wanted to be moved, wanted to be made to feel, not just to think or read figures. Even though they are reading copy in a newspaper they don’t actually see their response to newspaper car advertising as rational, because what they do when they look at a picture of a car in an ad in a newspaper is try to imagine themselves in it. They are trying to get straight back to those questions – do I like the look of this, can I see myself in it. To imagine yourself in some of the ads we were talking about was really difficult for them and wasn’t really something they wanted to do. Also what they are trying to do is update their mental map of the market when they are reading this stuff and put themselves into this experience. It is a real conundrum because even though they are reading the paper what they don’t want to do is stop and read the detail in a newspaper ad. They will do if they think that it has grabbed them and it is relevant and impactful enough for them to do that. But because it’s an advert they want to keep going through their actual task in hand which is to get themselves updated news-wise, so they are generally using the advertising much more visually. They are saying things like it is very useful for seeing what the car looks like, advertising is so misleading on price and I don’t read the small print. They say things like it’s not rational for me it would pretty much the image that would get my attention. You might spend more time on the image because the image appeals. So that’s their start point which is I’m busy doing something else how am I going to be distracted from that job.
  • Another general thing before the specific examples is that women and men were describing this in very different ways they want different things from car advertising and this particularly applies to what they are seeing in newspapers.
  • If we look at women first, to look at a picture of a car in a newspaper is intrinsically much less interesting for them than it is for a guy, but they still really want to like the look of it. So it’s not that they won’t look at it it’s just to look at it the way they are often presented is much less interesting for women. They were describing how there was no life in lots of car ads in newspaper there was no emotion in lots of car ads in newspapers they are full of acronyms and jargon they don’t understand, They’ll say things such as what is torque? If you direct them to that kind of body copy. They want to be talked to as women and very aware of car ads doing that and how that is shifting. They want to identify with the car “who will I be in that car” which is why their overview seem to basically say they wanted more creativity more simplicity more practicality and more information about how it’s better.
  • Men on the other hand from their response wanted to dribble they actually wanted to really really enjoy what they were looking at, to really fancy a car, wanted to know why it was special, found it easier to put themselves in the picture and imagine what it’s like to drive because their start point is so different,
  • This means that the mind set in terms of what advertising is working against is which ones do I fancy, how can I see myself in that.
  • So if those are the two key questions for a newspaper car ad to try to address it is not surprising that when this kind of an ad , which is one of the examples which was heavily criticised in these groups, is put in the newspaper it doesn’t stack up against which cars do I fancy, can I see myself in one of those. They can’t project into that kind of a visual where their life would be nor can they ask some of those questions they are asking which is will I like the look of it, will I like the feel of it, what will it be like to drive .
  • What newspaper car ads seem to be doing in terms of the questions they want answered, are on the left hand side; what does this car give me for my money, what’s it like to drive - those are the two core territories that newspaper ads seem to be doing. On the right hand side; how do I want to feel? how does it feel? who do I want to come across as? what do I think of this brand? – that’s quite rare territory in newspaper car ads at the moment and it felt like there is a lot more potential for newspaper car ads to be doing that. The middle one; how much do I like the look of this car is a given because it’s a visual medium. However, it is not often attempted in the way a consumer would want to see it attempted.
  • We’ll just run through these briefly. The norm which would be telling me how much it is, what will this car give me for my money, so price-led ad. The description in the bubble there was a Daily Mail reader, a mid-market guy 35-44 and he was able to describe what they are like. That’s his formula of what a newspaper car ad would look like before he had actually looked at one. Men will give that formula a bit more leeway because they are more interested in more of those elements in it. But women looking at that formula were talking about feeling bored, alienated, frustrated and how similar looking those kinds of ads are and how they make the cars look like something they wouldn’t understand or want to be in. They look showroomy, they look samey, they look dull and they say things like just the front bonnet of a car, just a picture of a car, they are always silver and it’s a language which isn’t really drawing them in.
  • In terms of the question; What does it give me for my money. The comments being made would indicate a key issue is that features, specifications and deals are not being turned into benefits for them. There is lots of feature led copy which is only interesting to men and much more of a foreign language to women. It is difficult for women to get a handle on it – they say things like “what does it mean to me”. Lots said these sorts of things. I don’t think anyone would actually knew what their CO2 emissions were to start with, so why is that being made a key part of the ad I am looking at because I don’t really know what they would be. FILM SHOWING. They are very difficult to hear but they are basically looking at the fuel consumption figures saying I really don’t think anyone would know what they were to start with I’d ignore that print at the bottom. The other point on this is that giving that much information seemed to have the effect of making their decision feel more difficult because it was more of those sorts of things that were causing that balloon feeling of earlier.
  • When the Toyota Rav ad was shown by contrast it had a completely different effect even though it’s basically still a price deal ad. It had this effect because it was seen by them as being much more impactful and a very different way of doing it and worked for both men and women in the groups. For men it was distinctive and it was eye catching it looked really different to the rest of car ads and it was very clear what the idea was – the Frankenstein idea of ‘what have we created’ and it was achieving relevance across the broader spectrum than just people who were into Toyota. It was also working for women. For women, apart from the idea, the fact that the specification, the features in the body copy were so clear and referred to in such normal human language made them see it as very helpful and also made it unusual in the car market for them. So that was an example of one that did very well. FILM SHOWING. So the visual difference that took was making them think what is different in combination with the headline and they were comparing it there with the blue sky visuals they are very used to seeing for lots of car ads or the other pictures of car type of approach.
  • Another area that is very commonly tackled is what is the car like to drive and that is an absolutely key question in terms of that decision frame work that people are making. But it seems that it is very often being done in a similar way, so lots of open roads, lots of bends, lots of beaches, lots of driving type visuals with the result that most in the sample felt so many of the car ads just merge into each other that they then can’t remember.
  • But when we showed them the SAAB unleashed ad the response to that was really positive via the analogy of the driving experience. It was very interesting because the driving experience in the way it works resonates much more strongly with men than women. So men were looking at that ad describing the menacing feel that the car had, describing it being on the prowl, describing it having an angry front, a wild beast, talking about the engine noises, talking about it being primal. Women were mostly bored and unimpressed and talked about it being dark and oppressive in a negative way rather than an exciting way. This was the ad were one of the comments was “it’s just the front bonnet of a car.” Whereas for a guy it was “that’s a really interesting angle I haven’t seen it put like that before, it’s seductive because you are only showing me part of the car rather than all of the car.” So this was a really interesting example of how completely differently it worked between men and women, but also of how what’s it like to drive as a key question being asked by a buyer can be answered in these newspapers in a very visual way for a particular target audience.
  • Just moving on to finish off to that other question which was “what does it feel like inside this car – can I see myself in it – can I get a feel for how it will fit in my life”. They are asking so many questions on this level. “How many bags of shopping can I fit in - can I get the bikes in – you want it to feel solid – I feel really little – it feels tinny and thin – it feels right just from sitting in it”. The reason that all of those questions are up on that chart is to illustrate that how it actually feels when you are in a car seems to be really really important to the decision they were making.
  • And yet newspaper ads for cars commonly list features that provide the feelings, rather than evoking the feeling that the reader relates to. This ends up making it a lot of work for the buyer to work out the answers to the questions of the previous chart. To do this they were describing going backwards and forwards to dealers to help them work this out, plus the fact this is such a human thing to touch it, feeling it, smelling it, trying it out for size. It does make you think potentially newspaper advertising could talk about those areas but it very rarely does currently.
  • But with this Vauxhall ad, in situ in the sports pages, the response to it was really positive because this was answering the question completely differently. It was answering the question “How do I want to feel in this car” and it was doing it in a really positive way and was liked amongst men in this sample. It was liked for lots of reasons but primarily because the idea of putting cars as heroes in the stadium was taken on board. They were also responding well to it because the visual of the cars looked really impressive. The idea of the ad plus the way the cars actually looked was seen as striking and men were describing the kind of story they could see in that ad and their heads. They could work out what the narrative was; a kind of authoritative, powerful, manly feel from using the world’s most famous referee as they described him, so casting wise and idea wise it was doing a very good job. One of the broadsheet guys said I’m a snob but these cars look good so although he was not in this particular market car wise this was a very good example of how to give them an insight into how they could feel in a particular car in a way that is so different from the norm.
  • How much do I like the look of this car. You have heard all of the people on the tapes, so far talking about looks and what they think of the actual look of a car. It was really clear that where newspaper ads present cars in, what they were calling, a workman like fashion so they felt let-down because of the money they were spending – they want them to look a certain way in any visual representation of them because of how much they are investing emotionally and financially in it. They want to really love the way it looks whether it’s a cheap car or not because they are putting themselves into that picture. So going back to the beginning so it’s an aesthetic judgement as well as a financial one which is why they are saying things like it’s shape, style, colour, it’s about looks
  • and so when they talk about how good they thought different ads were making cars look they ended up pulling the market apart in terms of how it actually is structured, so these were examples of ones which they said yes, those ads make the cars look good
  • and then these were examples that they said make the cars look expensive
  • and then the Audi one was the one that they thought made it look fantastic just to give you a kind of spectrum. There were loads of others that I haven’t shown you in this section of where they thought the cars looked absolutely dreadful and those where the cars were really tiny and next to little paragraphs about price and specification and for them that’s really disappointing because they want them to look as fabulous as they possibly can do for that budget.
  • Finally, the actual motoring sections and how relevant are those to the decisions being made. So just briefly men versus women. It’s a very different thing, for men the motoring sections were about general pleasure, entertainment, topping up information, on how much do I know about cars. So it was part of their normal read somewhere where they went to with pleasure and in some cases excitement. This kind of editorial fuels dreams for men as well as reality. It’s about the secret car, it’s about which ever one you would ideally have in your wildest dreams, rather than which one you might buy. The motoring sections are useful to keep an eye on what the deals are and what the prices are but it’s not actually something that’s going to help in their decision as guys assume they are not going to learn anything they don’t already know about the cars that they are interested in
  • For women they only read these pages when they are actually in the process of buying a new car and when they are doing that they are looking for inspiration and understanding; giving them information, insight, and prices. Many women, especially in the tabloid contingent, end up still reading them afterwards. It’s a bit like property pages, once you have bought your house you still look at property pages as a way of checking on your investment. In this case it was about keeping up with the car fashion once they have made their commitment to whichever one they have chosen.
  • Lots od sites work in the newspapers for example sites within news especially for new news clearly work very well, but equally, siting cars ads where they have the most synergy creatively in the way that the Vauxhall ad did work very strongly. The level of positive comments about the Vauxhall ad on the sports pages was very high, they could immediately get more out of the story of the ad from its siting in the newspaper than without it. From the reactions we saw in this research suggest that there is a lot of potential for doing more of that kind of fitting the flow of the ad with the surrounding editorial and making that work for people.
  • We have mapped the various drinks brands against their brand user data from TGI. This demonstrates the value from a numbers perspective of deploying part of your budget into newspapers to compensate for the under deliveries by commercial TV against key brand user demographics. For example 21.5% of Baileys’ (women) users are in London compared to 16% of its TV delivery resulting in an index of 75. Similarly 44% of Gordon’s users( Adults) are AB versus 20% of its TV campaign delivering an index of 44 For Smirnoff Red label just under 35% of its users ( adults) are 18-24 versus 12% of the brand’s TV activity giving an index of 36. Likewise nearly 25% of the brand’s users are 25-34 versus just over 16% of its TV campaign delivering an index of 67
  • We have mapped the various drinks brands against their brand user data from TGI. This demonstrates the value from a numbers perspective of deploying part of your budget into newspapers to compensate for the under deliveries by commercial TV against key brand user demographics. For example 21.5% of Baileys’ (women) users are in London compared to 16% of its TV delivery resulting in an index of 75. Similarly 44% of Gordon’s users( Adults) are AB versus 20% of its TV campaign delivering an index of 44 For Smirnoff Red label just under 35% of its users ( adults) are 18-24 versus 12% of the brand’s TV activity giving an index of 36. Likewise nearly 25% of the brand’s users are 25-34 versus just over 16% of its TV campaign delivering an index of 67
  • So what do readers think car ads in newspapers actually do for them. FILM SHOWING. So they are not describing that it sends you off to the dealer but what they are describing is it sends them on to the next stage, it depends where they were in the process to what they then next do, they think it’s helping them to work out what the next piece in the puzzle is.
  • So it seems from this research the opportunity for newspaper car advertising is those left hand to boxes – do I like the feel of this car will it fit with my life…….this territory gives the buyer answers to more compelling questions, that seem to actually tilt the final decisions (most about brand values and user imagery) Whereas at the moment most newspaper car advertising is on the right hand side, what can I find out, it’s about price and deals? Also whilst do I like the look of this car is being taken as a given, from a reader’s perspective, those ads very often leaving them feeling disappointed rather than inspired.
  • Transcript

    • 1. Motors advertising in National Newspapers Driving customers to the next stage of the car purchasing process September 2006
    • 2. Content
      • Motors advertising in National Newspapers – The Issue
      • How do they feel about buying a new car?
      • How do they feel about car advertising?
      • What can newspapers do for cars?
    • 3. Mismatch exists between press car advertising and consumer’s mindset and attitude to buying a car
      • Buying a new car is exciting
        • Can be over-whelming, difficult and complex
        • But end result is often a joy
      • Press car ads are often seen as boring
        • Formulaic, lifeless and dull
      • TV getting better and better
      Press car ads often talk to the dry, information-rich part of the process only, and don’t reflect the way people feel about cars, or how they approach buying themselves a new one I can’t think of a good quality press ad I’ve seen for a car
    • 4. Belief that newspaper car advertising is not creative or inventive enough
      • Falls short of TV/magazine
      • Lack of inventiveness is a let-down
      • Just what you expect
      • Too long-winded
      Very surprising that they are not more inventive or creative when you look at what they do for a 40p bag of sweets It isn’t considered enough how the format of the page itself can be used (to stand out and look different) They’re not clever enough Less is more , (don’t want) a feature dump on 50 different features. One thing.
    • 5. Buying a (new) car must meet 3 imperatives Getting the decision right when buying a car is very important, to men and women in 3 areas Practicality Emotionally Financially Information on price, deals, specifications, features
    • 6. In car buying, decisions are both emotional and rational
      • Options are narrowed down into a shortlist ahead of deciding
      • But buyers do not ‘get all rational’ at the end of the process
      • As they approach the point at which choices are being made, buyers are thinking about how much they like the look and feel of each car
        • as well as costs and extras
      Physical Sensual Visual Emotional Rational
    • 7. Liking the look of a car is vital
      • Is it visually appealing, rewarding, enticing in itself?
      • Men and women talk about cars they may consider in the same language as they might talk about someone they are attracted to
      • ‘ Can I see myself in it?’
      If I don’t like the way they look , I’m not interested It’s looks first Three cars I fancied
    • 8. Liking the feel of a car is vital
      • Cars are part of the big things in life for many people, whatever their personal level of interest in them
        • They can be a form of self-expression to others
        • They can tell you about yourself
        • They can be a factor affecting your perceived quality of life
    • 9. Cars reflect their owners Women - an expression of personal style
      • How it looks in her life
      • How she looks in it
      • Contributes to how she feels
      • But at the end of the day, it is ‘just a car’ i.e. practicality
      A car is like a handbag It gives you confidence You’ve got to look good in it. Feel good when you get in it My car is vital to my life running smoothly Women haven’t got time to be that into cars
    • 10. Cars reflect their owners Men - sensation and mastery
      • Performance tool
      • Personal pleasure
      • Many senses gratified
      • Seen as ‘work of art’
      • Driving fast and well is a joy
      • Controlling the machine is a thrill
      Toys for boys A boy thing They are beautiful Really love cars as driving machines
    • 11. For both, it’s about different sorts of status
      • Women tend to make themselves fit peers rather than lead
        • Belonging, keeping up, comparing well to others
        • Feeling good about that
        • Getting a job done
      • Men ‘measure’ each other and themselves by what they drive
        • Externalised = symbol of status/power/achievement related for men
        • Internalised = personal pride , pleasure, chart and enjoy own progress by which car driven, aim to rise up car ladder
      For a man it’s his ego, it’s testosterone, his maleness, his status (A car) is an overt signal of how much they earn, how fast and wild they are in life My car is a reflection of who I am and how I want to be seen, in the same way as my clothes are My car is a reflection of my success Women haven’t got time to be that into cars
    • 12. Yet much car advertising assumes people decide which car to buy in a linear process Which cars would I consider, or aspire to? Make choice via trying out options for best drive Shortlist : compare features/deals TV (Brand values) Press (Information) Dealer (Trial)
    • 13. The human ‘purchase process’
      • ‘ Purchase process’ is multi-facetted
      • Broadly covers various areas, but not chronological stages
      Do I like the look of this car? (brand & model) What can I find out about this car (price & deal) Do I like the feel of this car? (brand & model) Will it fit with my life? Will it do what I want it to?
      • Gather information from multiple sources
      • Add it to layers of own pre-conceptions
      • Compare and contrast it all
      • Blend it all mentally
      • Brand is important from start to finish of the decision
      • They may go back and forth
    • 14. Where the areas of investigation get answered
      • Model brochures obtained from dealers
      • Ask peer groups or known ‘experts’
      Like the look of a car Find out info on it, compare to others Glass’s Guide
      • Seen other cars
      • Visit dealers
      • Press editorial
      Internet Specialist car magazines
      • Insurance group and cost
      • Fuel consumption, cost of parts and servicing, performance
      • Process of translation – deciphering product
      • In reality, colour, feel solid/safe/plastic, smell
      • AA etc. checks for safety, reliability, soundness
      Advertising Get feel of car, will it fit your life
      • Can I see myself in this brand and model?
      • Visits to dealer, sit in it, test drive, comfort, fit lifestyle
      • Accumulation of impressions formed over a long period
      TV Press Posters Press Advertising
    • 15. Amount of information makes decision balloon into numerous sub-decisions
      • This can affect a decision already made or rule something out or in
      • Finding out and evaluating this much information:
        • Takes a long time
        • Often feels like a burden
        • Often feels overwhelming
        • Is often not enjoyable
      • Even amongst car-lovers
      • Budget
      • Insurance cost
      • Type/size (fit what I need)
      • Important features
      • Reliability
      • Mpg/performance/C02 emissions
      • Age
      • Extras
      • Costs of parts/servicing
      • Depreciation
      • Finance packages
      • Special offers
      • Driving experience
      • Parking
      • Colour/trim/interior
      • Best deal for me
      It’s over-whelming, all the added on bits Stressful.. oscillating between them Really confusing – you get side-tracked Want it to be perfect It’s all consuming It’s two weeks non-stop surfing Too many options
    • 16. Process can be slow or relatively quick, but has often really taken years
      • Final analysis on which model from which brand usually takes months or sometimes weeks
      • But the brand decisions are built up over years of exposure to the car market: for men most, but for women too
      • The overall process takes different amounts of time, where there are different levels of expertise and interest
    • 17. Brand loyalty – whether the same make will be bought again (%) by Age 14 36 50 18 - 34 35 - 54 55 + 19 29 52 22 20 58 Source: BMRB/Motors Aug 06 – Base: All who currently drive a car (998) Same Different Don’t Know 18 28 53 All
    • 18. Different processes: Car mad vs. Car neutral
      • Car mad men
        • No real beginning
        • Always assimilating information
        • Comfortable, pleasurable territory
        • In a state of continual assessment or of constant browsing
        • Quicker when need to buy
        • Already know what they want
        • More closed minds, more brand baggage
      • Car neutral women/car neutral men
        • Whole thing feels like maze
        • Full of alien jargon and acronyms
        • A project: defined period of time, starts with need - ends with car bought
        • Tend to be slower
        • Considers broader range of options
        • More open-minded, brand wise
      Brand is vital to both groups: to permit (for men) or to facilitate (confused women) consideration
    • 19. Attitudes to buying a new car How they felt when making the final decision on which new car to buy The car was right for me and fits my lifestyle Buying a car is a major purchase and it is important to get the decision right It was basically the right price for a car I felt comfortable with The technical detail was important to me and a key part of my decision I really enjoyed choosing which extras to have e.g. colour, stereo, upholstery It was the look of the car that made my decision – I could see myself in it It would be helpful if the information explained the benefit of the features better There was too much technical jargon 99% Source: BMRB/Motors Aug 06 – Base: Respondents who have bought a car in the last 3 years (582) 97% 94% 85% 73% 71% 63% 42%
    • 20. Attitudes to cars Source: BMRB/Motors Aug 06 - base: All respondents (1000) Women Men My car is a reflection of who I am/how I want to be seen I want to feel proud of the new car that I choose My car makes my life less hassle and more fun I like the mechanics of driving well/I like to feel I am driving well My car is a reflection of my lifestyle My car is vital to my life running smoothly I would only buy a car that I felt was visually appealing I feel excited when I’m looking to buy a new car Buying a new car is exciting but can feel difficult – so many decisions I’m not hugely interested in reading about the technical aspects of the car I think you know when you sit in the car if it’s right for you I want to feel good when I get in my car 58% 86% 92% 61% 88% 90% 86% 90% 64% 70% 86% 81% % = % of women agreeing with statement
    • 21. Responses to car ads where there are significant differences – Saab unleashed - gender Source: BMRB/Motors Aug 06 - base: All respondents reading newspaper (621) Like the way the car is photographed* Just the right amount of information Make me want to find out more about the car Made me want to buy the car Makes me want to read it Catches my eye Looks boring Doesn’t hold my attention % = % of men agreeing with statement 14% 32% 20% 44% 32% 23% 50% 40% Men Women
    • 22. Importance of the brand
      • Brand colours decision from start to finish
      • If the brand is not appealing, the model is not considered
      • Model always representing the wider brand :
        • Buyer wants to feel happy with and good about the brand all the way through
      • Fluid process , not brand-info-deal
        • There is to-ing and fro-ing, ruling in and ruling out, giving up and starting again
      Brand-rejecters seeing ads from such brands say ‘X brand, no thank you’ and turn the page, without getting as far as the model story in the ad
    • 23.
      • Car advertising does not need to look like newspapers used to look:
        • unmemorable, un-involving and generic format driven ads
      • To engage human blending process buyers are engaged in:
        • Answering physical, sensory, visual, emotional and rational questions
        • Needs to be specific
        • Needs to fit mindset
        • Sow the seeds
      Newspapers have changed, but has car advertising? 1984 newspaper 2006 newspaper
    • 24. What can newspaper advertising do for car advertisers?
      • Make a reader feel closer to a marque
      • Reconsider a certain marque
      • Reinforce brand impressions created in other media
      • Announce a new model
      • Announce a specific deal
      • Newspaper medium itself does not dictate message or approach – can be flexible and can present potent, original ideas
      • It is the natural home for ‘news’ objectives
    • 25. Reader seeking to be moved by a car ad, to be made to feel , not just think
      • Despite being in an information-rich medium, readers do not see their response to car advertising as ‘rational’
      • When they see something new that they like the look of, they imagine themselves in it
      • Updating their mental map of market via advertising and editorial
      • Not only to compare features and performance, but to put themselves into the experience and brand
      It’s not rational for me, it would pretty much just be the image that would get my attention For really sexy images, you might spend more time, because the image appeals Very useful for seeing what it looks like. (Advertising is) so misleading on price and I don’t read the small print I’m not going to stop and read the detail. I’m reading the paper
    • 26.
      • Remember different ads
      • Different responses to the same ads
        • Apart from when ads had strong ideas with more universal appeal
      • Personal motivations are different so advertising involvement is different
        • Women often reject the norm
        • Men reject it too unless they are very impressed by the model or are close to the brand
      Men and women react differently
    • 27. Men and women want different things from car advertising
      • Women find it less interesting…
        • But really want to like the look of it
        • Regret lack of emotion and life in newspaper car ads
        • Reject acronyms, jargon they don’t understand and not naturally interested in
        • Want to be talked to as women , see more car ads doing this and welcome it
        • Want to identify with car : who will I be in that car?
        • Call for originality, creativity, simplicity, practicality
        • Information they need: tell me how it is better
      No interaction, nobody actually using them What is a torque? Esoteric without even the basic information
    • 28. Men and women want different things from car advertising
      • Men however, want to dribble…
        • Want to be seduced by what they are looking at
        • To really fancy a car
        • Want to enjoy looking at it
        • Want to know why it is better
        • To put themselves in the picture
        • To imagine what its like to drive
        • What its like to be getting that kudos
      Toys for boys They are beautiful My car is a reflection of my success
    • 29. The mindset that advertising is working against
      • Which cars do I fancy?
      Who do I want to come across as in this car? How do I want to feel in this car? How does it feel in here How much do I like the look of this car? What’s it like to drive? What does this car give me for my money? Can I see myself in one of those?
    • 30. Which is why much press advertising fails to engage Can I see myself in one of those? Which cars do I fancy?
    • 31. What do many newspaper ads do in these territories? What could they do? Another given, but not often attempted Who do I want to come across as in this car? How do I want to feel in this car? How does it feel in here How much do I like the look of this car? What’s it like to drive? What does this car give me for my money? Could do these. A few do What do I think of this brand The norm, but often generic Already done successfully by some
    • 32. The ‘norm’ leaves men ambivalent and women cold
      • Men see norm as uninspiring:
      • Women see norm as boring, alienating, frustrating
        • Very similar looking
        • Expensive looking
        • Technical, ‘showroom things’ type ads
        • Or visual which for women are samey and dull
        • A missed opportunity
      Picture of car , some slogan if there is a slogan associated with it, the official fuel figures , insurance group and the smallest thing right at the bottom: the price Just the front of a bonnet of a car We eat with our eyes first Always a silver car Just a picture of a car
    • 33. What does this car give me for my money?
      • In press advertising, often currently: names of features, specifications, prices, special deals
        • Generic: hard to own as cars become better and more similar
        • Intrinsically only interesting to car-loving men
        • A foreign language to women
        • Hard to get a handle on: what does it mean to me?
        • Hard to master: buyers feel the more they find out the more there is to know, the harder it becomes to decide
        • Providing pure information adds to this feeling and reflects the part of the process which is least enjoyed
      what is EBD? I don’t think anyone would actually know what their C02 emissions were to start with!
    • 34. What does this car give me for my money? RAV4 XT-R
      • Men
        • Eye-catching, distinctive visual approach for many by making the ad look very different to the rest of the field
        • Clear idea
          • Frankenstein, mysterious
          • Super natural, slightly demonic feel
          • Masculine, aggressive
        • Achieves brand fit for non-rejecters
      • Women
        • Futuristic, sci-fi feel works
          • Especially younger
        • Light device impactful for many
        • Clarity of specification and of features applauded, and seen as unusual in the market
      Conveys exactly what you’re getting Because they make special cars…a lot more going for it, a lot of extras
    • 35. What does this car give me for my money?
      • Could also be done in the press via end benefits
        • The car that gives you room to turn around on the front seat because the handbrake is on the right hand side
        • The car that you can tell to play James Blunt
        • The car that tells you before you hit the bollard in the car park
        • The car you can fit 14 bags of Tesco’s shopping in
    • 36. Responses to car ads - Pricing Like the way the car is photographed* Just the right amount of information Make me want to find out more about the car Made me want to buy the car Makes me want to read it Catches my eye Looks boring Doesn’t hold my attention Source: BMRB/Motors Aug 06 - base: All respondents reading newspaper (621) % = % agreeing with statements for Toyota Rav4 ad 64% 23% 53% 46% 72% 16% 7% 76% Citroen Renault Toyota Verso Toyota Rav
    • 37. What’s it like to drive
      • Many variations on same theme :
        • Descriptions or copy reference to drive-related features
        • Men who love cars can and do decode – women lost and found boring
        • Risks sounding the same after a while to all
      • Visuals of open roads, bends, mountain terrain, beaches
    • 38. What’s it like to drive Saab
      • Resonates strongly with men, but few women:
      • Men
        • Look at this ad and know how it feels to drive
        • Language (‘unleashed’) and visuals (dark, brooding, elegant) all stem from how men feel about cars
        • Awareness raiser
        • Visual route of seduction, revealing some but not all of the car
      • Women
        • Left cold, bored and unimpressed, although positive towards Saab
        • Dark, black approach feels menacing and unappealing
        • Visual of car mostly unexciting
        • Not right mood, type or personality women want
        • Elements of body copy incomprehensible
      It’s a beast Don’t want growling power, want life and fun Unleashed – it’s primal Here’s a car in a showroom
    • 39. What do I think of this brand? Citro ë n ‘Happy Deals’
      • Newspaper ads for cars can help with brand reappraisal
      • Building on TV and moving perceptions of brand and user imagery via typeface, and feel of art direction
      It seems like they’re trying to make Citro ë n like a younger brand aswell, I always considered Citro ë n as an old people’s car, but they are really jazzing them up . They’ve changed their image and they’re really appealing now to a younger age group Relaxed More fun
    • 40. What does it feel like inside this car?
      • Can I see myself in this?
      • Getting the feel of a particular car working out if it will fit your life
      What does that colour look like in reality? Am I comfortable with the gear box? It was really basic inside Felt tiny, thin, I want to feel solid, secure and protected It’s vital, I spend 3 years in it, 5-6 hours a day in it and it’s got to be right You want it to feel solid: just the sound it makes when you shut the door, you could tell whether it’s a Peugeot or an Audi How many bags of shopping can I fit in the boot? I’ve got to have all the bits , the drinks holder etc I felt really little in this car. I want it to feel safe, solid It feels right, just from sitting in it A lot of work for the buyer to do: press advertising can talk about these areas to build commitment to models and marques Can I fit the kid’s bikes in the back?
    • 41. How do I want to feel in this car?
      • Newspaper ads for cars commonly list features that provide the feelings, rather than evoking the feeling that the reader relates to e.g.
        • Safe, protected
        • Powerful
        • In control
        • Free
        • Adrenaline rush
        • Superior to you
        • Impressive
        • Stylish
        • Self-confident
    • 42. How do I want to feel in this car? Vauxhall
      • Broadly positive amongst men in the relevant market
      • Idea of putting cars as heroes in stadium liked by football-keen tabloid readers
      • Visual comes across favourably even amongst brand rejectors
      • Imagery often seen as striking
      • Potent fit for target market with sport section
      • Creates a story in your head
      • Feeling of authoritative control
      • Overall: powerful, manly feel
      You’re not going to get taken for a fool, because this guy’s not taken for a fool World’s most famous referee A perfect fit Looks expensive, like they’ve gone to a lot of trouble
    • 43. How much do I like the look of this car?
      • Press ads which present cars in a workman-like fashion , create a feeling of being let down
      • To real car lovers, some cars are works of art
      • Buyers want to love the look of their new car, whatever their budget
      • How good a car looks = an aesthetic , as well as social/self-identity perspective
      It’s the shape, the style, the colour It’s about looks It’s about what you fancy Audi A6 – that’s a real looker Phwoar
    • 44. Make the cars look good
    • 45. Make the cars look expensive
    • 46. Make the cars look fantastic
    • 47. Responses to car ads - branding
    • 48. Different roles of motoring sections
      • Men
        • Enjoyed as part of normal read
        • Place they took pleasure turning to
        • Able to ‘top up their knowledge bank’ about cars
        • Editorial fuelling dreams
        • Useful during purchase to see what deals are from the ads, use small ads to look at prices
          • - Editorial less useful to decision process than for women, since men already know much more
      Entertainment and general information : part of the pleasure for men of being interested in cars
    • 49. Different roles of motoring sections
      • Women
        • Only read when in process of deciding about a new car
        • Looking for inspiration and understanding
        • Motoring pages help via information, insight, prices
        • Or after they have bought a new car
          • Become more interested in them
          • A way of keeping up with their investment, with ‘car fashion’
          • As people with houses are when they are not in the market
      Purchase-related interest, becoming better informed
    • 50. How often motoring section/pages read Source: BMRB/Motors Aug 06 – Base: All reading national newspapers (617) Every week/ Most weeks 56% Now and then/ not often 40% Never 5%
    • 51. Reasons for reading motoring pages/sections 77% 68% 67% 60% 58% 58% Source: BMRB NMA Motors; Base 563 all reading pages/sections/car purchaser/intender In order to find out about different sorts of cars, how they compare to each other For expert insight and information In order to keep an eye on what is new and what is fashionable with cars Because I’m very interested in cars and I like to make sure I know what is going on with the market So that I know where my car stands in comparison to others For fun As a useful way of building up knowledge of cars, as I feel I don’t know a great deal about them 57%
    • 52. Strong sites for car advertising in newspapers
      • Two main options were welcome and relevant
      • Also reflected two key requirements of motors market
        • Focus on news element of launch by being high up in main news sections
        • Create fit with create route/strategic message via siting in most synergistic part of newspaper
          • e.g. Vauxhall New Vectra/Signum in sports pages with Pierluigi Collina
          • Potential for creating similar flow for women where car advertising is addressing style/identity motivations via siting in fashion, beauty and style sections
    • 53. Newspapers and TV: perfect partners
      • Adding newspapers to TV provides:
      • Complementary audiences
      • Harder working ads , because people pick up on the newspaper and TV ads in different but complementary ways
      • Reinforcement of brand messages , by triggering the emotions and enjoyment of TV campaign
      • Cost-effective campaign extension , by freeze-framing the key point of the TV ad, while communicating extra information
      • Increased depth of understanding , because the reader is engaged
    • 54. National Newspapers can compensate for inherent weaknesses in commercial TV TV TV + Newspapers Source: BARB Jan-June 2005/NRS Oct 04 – Mar 05 Women TV & Newspaper Delivery Indexed Vs Population Men 18-24 35-44 AB 25-34 45-64 Women 112 111 89 77 111 131 117 107 103 120 68 88 94 100 C1 London 87 106 86 146
    • 55. Examples of TV under-delivery vs TGI brand profile London 17-24 25-34 Source : TGI/BARB 2006 – Base: All Adults 35-44 45-64 Vauxhall Zafira 66 BMW 1 Series 77 Honda 80 Renault Scenic 82 Peugeot 107 83 Ford Focus 86 Vauxhall Corsa 61 Renault Clio 75 Honda 77 Peugeot 107 79 VW Passat 60 Kia 69 BMW 1 Series 71 VW Golf 71 Ford Focus 76 Vauxhall Zafira 47 Audi RS4 58 Peugeot 407 60 Renault Scenic 62 Ford Mondeo 82 Toyota Yaris 85 Citro ë n Xsara Picasso 88 BMW 1 Series 90
    • 56. Examples of TV under-delivery vs TGI brand profile AB C1 Source : TGI/BARB 2006 – Base: All Adults BMW 1 Series 40 Toyota Yaris 45 VW Golf 49 Mazda RX8 50 Honda 52 Discovery 55 Ford Mondeo 58 Citro ë n Zsara Picasso 58 Renault Scenic 70 Peugeot 407 77 Vauxhall Zafira 80 Renault Clio 79 Ford Focus 85 VW Passat 86 Vauxhall Corsa 89 Citro ë n Xsara Picasso 90 Honda 90 Peugeot 407 92
    • 57. What is the effect of car advertising in newspapers?
      • Buyers do not go from TV ad to press ad to dealer to purchase
      • Direct effect of relevance, motivating car press ads depends where in process each reader happens to be
      • Rarely described as having effect of imminent dealer visit
      • Often described as ‘sending you onto the next stage’
        • What that stage is depends on where you are in your process , what you have found out about other options
        • Means finding out next piece in the puzzle
    • 58. The opportunity for newspaper car advertising
      • Like the look of a car
      • Find out information on it. Compare it to other options
      • Currently newspaper car advertising mostly aiming to deal with:
        • Like the look
        • Find out the info
        • Make the deal
      • Get the feel of a particular car. Work out whether it fits your life . Check that it fits your purpose . Find out how you fit in it – does it suit you?
      • Make the deal
    • 59. Newspapers send car buyers to the next stage
      • A strong car ad moves people on to the next piece of the jigsaw:
      • Getting on the shortlist
        • People seeing a newspaper campaign for Toyota Avensis were three times more likely to place the Avensis at the top of their consideration shortlist
      • Driving people to the website
        • A newspaper campaign for Vauxhall Tigra created a 39% uplift in unique visitors to the Tigra website pages
      • Providing a financial incentive
        • Price ads that are also creatively engaging provide a stronger motivation to seek information and desire to purchase