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Motors  advertising in National Newspapers  Driving customers to the next stage of the car purchasing process September 2006
Content <ul><li>Motors advertising in National Newspapers – The Issue </li></ul><ul><li>How do they feel about  buying a n...
Mismatch  exists between  press car advertising  and consumer’s  mindset and attitude  to buying a car <ul><li>Buying a ne...
Belief that newspaper car advertising is  not creative or inventive enough <ul><li>Falls short  of TV/magazine </li></ul><...
Buying a (new) car must meet  3 imperatives Getting the decision  right  when buying a car is very important, to men and w...
In car buying,  decisions are both emotional and rational <ul><li>Options are narrowed down into a  shortlist  ahead of de...
Liking the  look  of a car is vital <ul><li>Is it  visually appealing, rewarding, enticing  in itself? </li></ul><ul><li>M...
Liking the  feel  of a car is vital <ul><li>Cars are part of the big things in life for many people, whatever their person...
Cars reflect their owners Women - an  expression of personal style <ul><li>How  it looks  in her life </li></ul><ul><li>Ho...
Cars reflect their owners Men -  sensation and mastery <ul><li>Performance  tool </li></ul><ul><li>Personal pleasure </li>...
For both, it’s about different sorts of  status <ul><li>Women  tend to make themselves  fit peers  rather than lead </li><...
Yet much  car advertising assumes  people decide which car to buy in a  linear process Which cars  would I consider, or as...
The  human ‘purchase process’ <ul><li>‘ Purchase process’ is  multi-facetted </li></ul><ul><li>Broadly covers various area...
Where the areas of investigation get  answered   <ul><li>Model brochures  obtained from dealers </li></ul><ul><li>Ask  pee...
Amount of information makes decision  balloon  into numerous sub-decisions <ul><li>This can  affect a decision  already ma...
Process can be slow or relatively quick, but has often really taken  years <ul><li>Final analysis on  which model from whi...
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 Sou...
Different processes:  Car mad vs. Car neutral <ul><li>Car mad men </li></ul><ul><ul><li>No real beginning  </li></ul></ul>...
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 m...
Attitudes to cars Source: BMRB/Motors Aug 06 - base: All respondents  (1000) Women Men My car is a reflection of who I am/...
Responses to car ads where there are significant differences –  Saab unleashed - gender Source: BMRB/Motors Aug 06 - base:...
Importance of the  brand <ul><li>Brand colours decision  from start to finish </li></ul><ul><li>If the brand is not appeal...
<ul><li>Car advertising  does not need  to look like newspapers used to look: </li></ul><ul><ul><li>unmemorable, un-involv...
What can  newspaper advertising  do for  car advertisers? <ul><li>Make a reader  feel closer  to a marque </li></ul><ul><l...
Reader seeking to be  moved  by a car ad, to be made to  feel , not just think <ul><li>Despite being in an information-ric...
<ul><li>Remember  different ads </li></ul><ul><li>Different  responses  to the same ads </li></ul><ul><ul><li>Apart from w...
Men and women  want different things  from car advertising <ul><li>Women find it  less interesting… </li></ul><ul><ul><li>...
Men and women  want different things  from car advertising <ul><li>Men however,  want to dribble… </li></ul><ul><ul><li>Wa...
The  mindset  that advertising is working  against <ul><li>Which cars do I fancy? </li></ul>Who do I want to  come across ...
Which is why much press advertising  fails to engage Can I see myself in one of those? Which cars do I fancy?
What do  many newspaper ads do in these territories? What  could  they do? Another given, but not often attempted Who do I...
The ‘norm’ leaves  men ambivalent  and  women cold <ul><li>Men see norm as  uninspiring: </li></ul><ul><li>Women see norm ...
What does this car give me for  my money? <ul><li>In press advertising, often currently:  names of features, specification...
What does this car give me for  my money? RAV4 XT-R <ul><li>Men </li></ul><ul><ul><li>Eye-catching, distinctive visual app...
What does this car give me for  my money? <ul><li>Could also be done in the press via  end benefits </li></ul><ul><ul><li>...
Responses to car ads  -  Pricing Like the way  the car is photographed* Just the right amount of information Make me want ...
What’s it like to  drive <ul><li>Many variations on  same theme : </li></ul><ul><ul><li>Descriptions or copy reference to ...
What’s it like to  drive Saab <ul><li>Resonates  strongly with men, but few women: </li></ul><ul><li>Men </li></ul><ul><ul...
What do I think of this brand?  Citro ë n ‘Happy Deals’ <ul><li>Newspaper ads for cars can help with  brand reappraisal </...
What does it  feel like inside  this car? <ul><li>Can I  see myself  in this? </li></ul><ul><li>Getting the  feel  of a pa...
How do  I want to feel  in this car? <ul><li>Newspaper ads for cars commonly  list features  that provide the feelings,  r...
How do  I want to feel  in this car? Vauxhall <ul><li>Broadly positive amongst  men in the relevant market </li></ul><ul><...
How much do I like the  look of this car? <ul><li>Press ads which present cars in a  workman-like fashion , create a feeli...
Make the cars  look good
Make the cars  look expensive
Make the cars  look fantastic
Responses to car ads -  branding
Different roles of  motoring sections <ul><li>Men </li></ul><ul><ul><li>Enjoyed as part of  normal read </li></ul></ul><ul...
Different roles of  motoring sections <ul><li>Women </li></ul><ul><ul><li>Only read when in  process of deciding  about a ...
How often  motoring section/pages read Source: BMRB/Motors Aug 06 – Base: All reading national newspapers (617) Every week...
Reasons for reading  motoring pages/sections   77% 68% 67% 60% 58% 58% Source: BMRB NMA Motors; Base 563 all reading pages...
Strong sites  for car advertising in newspapers <ul><li>Two main options  were welcome and relevant </li></ul><ul><li>Also...
Newspapers and TV:  perfect partners <ul><li>Adding newspapers to TV provides: </li></ul><ul><li>Complementary  audiences ...
National Newspapers can compensate for  inherent weaknesses in commercial TV TV TV + Newspapers Source: BARB Jan-June 2005...
Examples of  TV under-delivery vs TGI brand profile London 17-24 25-34 Source : TGI/BARB 2006 – Base: All Adults 35-44 45-...
Examples of  TV under-delivery vs TGI brand profile AB C1 Source : TGI/BARB 2006 – Base: All Adults BMW 1 Series  40 Toyot...
What is the  effect  of car advertising in newspapers? <ul><li>Buyers  do not  go from TV ad to press ad to dealer to purc...
The  opportunity  for newspaper car advertising <ul><li>Like the  look of a car </li></ul><ul><li>Find out  information  o...
Newspapers send car buyers to the  next stage <ul><li>A strong car ad moves people on to the next piece of the jigsaw: </l...
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  1. 1. Motors advertising in National Newspapers Driving customers to the next stage of the car purchasing process September 2006
  2. 2. Content <ul><li>Motors advertising in National Newspapers – The Issue </li></ul><ul><li>How do they feel about buying a new car? </li></ul><ul><li>How do they feel about car advertising? </li></ul><ul><li>What can newspapers do for cars? </li></ul>
  3. 3. Mismatch exists between press car advertising and consumer’s mindset and attitude to buying a car <ul><li>Buying a new car is exciting </li></ul><ul><ul><li>Can be over-whelming, difficult and complex </li></ul></ul><ul><ul><li>But end result is often a joy </li></ul></ul><ul><li>Press car ads are often seen as boring </li></ul><ul><ul><li>Formulaic, lifeless and dull </li></ul></ul><ul><li>TV getting better and better </li></ul>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. 4. Belief that newspaper car advertising is not creative or inventive enough <ul><li>Falls short of TV/magazine </li></ul><ul><li>Lack of inventiveness is a let-down </li></ul><ul><li>Just what you expect </li></ul><ul><li>Too long-winded </li></ul>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. 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. 6. In car buying, decisions are both emotional and rational <ul><li>Options are narrowed down into a shortlist ahead of deciding </li></ul><ul><li>But buyers do not ‘get all rational’ at the end of the process </li></ul><ul><li>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 </li></ul><ul><ul><li>as well as costs and extras </li></ul></ul>Physical Sensual Visual Emotional Rational
  7. 7. Liking the look of a car is vital <ul><li>Is it visually appealing, rewarding, enticing in itself? </li></ul><ul><li>Men and women talk about cars they may consider in the same language as they might talk about someone they are attracted to </li></ul><ul><li>‘ Can I see myself in it?’ </li></ul>If I don’t like the way they look , I’m not interested It’s looks first Three cars I fancied
  8. 8. Liking the feel of a car is vital <ul><li>Cars are part of the big things in life for many people, whatever their personal level of interest in them </li></ul><ul><ul><li>They can be a form of self-expression to others </li></ul></ul><ul><ul><li>They can tell you about yourself </li></ul></ul><ul><ul><li>They can be a factor affecting your perceived quality of life </li></ul></ul>
  9. 9. Cars reflect their owners Women - an expression of personal style <ul><li>How it looks in her life </li></ul><ul><li>How she looks in it </li></ul><ul><li>Contributes to how she feels </li></ul><ul><li>But at the end of the day, it is ‘just a car’ i.e. practicality </li></ul>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. 10. Cars reflect their owners Men - sensation and mastery <ul><li>Performance tool </li></ul><ul><li>Personal pleasure </li></ul><ul><li>Many senses gratified </li></ul><ul><li>Seen as ‘work of art’ </li></ul><ul><li>Driving fast and well is a joy </li></ul><ul><li>Controlling the machine is a thrill </li></ul>Toys for boys A boy thing They are beautiful Really love cars as driving machines
  11. 11. For both, it’s about different sorts of status <ul><li>Women tend to make themselves fit peers rather than lead </li></ul><ul><ul><li>Belonging, keeping up, comparing well to others </li></ul></ul><ul><ul><li>Feeling good about that </li></ul></ul><ul><ul><li>Getting a job done </li></ul></ul><ul><li>Men ‘measure’ each other and themselves by what they drive </li></ul><ul><ul><li>Externalised = symbol of status/power/achievement related for men </li></ul></ul><ul><ul><li>Internalised = personal pride , pleasure, chart and enjoy own progress by which car driven, aim to rise up car ladder </li></ul></ul>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. 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. 13. The human ‘purchase process’ <ul><li>‘ Purchase process’ is multi-facetted </li></ul><ul><li>Broadly covers various areas, but not chronological stages </li></ul>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? <ul><li>Gather information from multiple sources </li></ul><ul><li>Add it to layers of own pre-conceptions </li></ul><ul><li>Compare and contrast it all </li></ul><ul><li>Blend it all mentally </li></ul><ul><li>Brand is important from start to finish of the decision </li></ul><ul><li>They may go back and forth </li></ul>
  14. 14. Where the areas of investigation get answered <ul><li>Model brochures obtained from dealers </li></ul><ul><li>Ask peer groups or known ‘experts’ </li></ul>Like the look of a car Find out info on it, compare to others Glass’s Guide <ul><li>Seen other cars </li></ul><ul><li>Visit dealers </li></ul><ul><li>Press editorial </li></ul>Internet Specialist car magazines <ul><li>Insurance group and cost </li></ul><ul><li>Fuel consumption, cost of parts and servicing, performance </li></ul><ul><li>Process of translation – deciphering product </li></ul><ul><li>In reality, colour, feel solid/safe/plastic, smell </li></ul><ul><li>AA etc. checks for safety, reliability, soundness </li></ul>Advertising Get feel of car, will it fit your life <ul><li>Can I see myself in this brand and model? </li></ul><ul><li>Visits to dealer, sit in it, test drive, comfort, fit lifestyle </li></ul><ul><li>Accumulation of impressions formed over a long period </li></ul>TV Press Posters Press Advertising
  15. 15. Amount of information makes decision balloon into numerous sub-decisions <ul><li>This can affect a decision already made or rule something out or in </li></ul><ul><li>Finding out and evaluating this much information: </li></ul><ul><ul><li>Takes a long time </li></ul></ul><ul><ul><li>Often feels like a burden </li></ul></ul><ul><ul><li>Often feels overwhelming </li></ul></ul><ul><ul><li>Is often not enjoyable </li></ul></ul><ul><li>Even amongst car-lovers </li></ul><ul><li>Budget </li></ul><ul><li>Insurance cost </li></ul><ul><li>Type/size (fit what I need) </li></ul><ul><li>Important features </li></ul><ul><li>Reliability </li></ul><ul><li>Mpg/performance/C02 emissions </li></ul><ul><li>Age </li></ul><ul><li>Extras </li></ul><ul><li>Costs of parts/servicing </li></ul><ul><li>Depreciation </li></ul><ul><li>Finance packages </li></ul><ul><li>Special offers </li></ul><ul><li>Driving experience </li></ul><ul><li>Parking </li></ul><ul><li>Colour/trim/interior </li></ul><ul><li>Best deal for me </li></ul>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. 16. Process can be slow or relatively quick, but has often really taken years <ul><li>Final analysis on which model from which brand usually takes months or sometimes weeks </li></ul><ul><li>But the brand decisions are built up over years of exposure to the car market: for men most, but for women too </li></ul><ul><li>The overall process takes different amounts of time, where there are different levels of expertise and interest </li></ul>
  17. 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. 18. Different processes: Car mad vs. Car neutral <ul><li>Car mad men </li></ul><ul><ul><li>No real beginning </li></ul></ul><ul><ul><li>Always assimilating information </li></ul></ul><ul><ul><li>Comfortable, pleasurable territory </li></ul></ul><ul><ul><li>In a state of continual assessment or of constant browsing </li></ul></ul><ul><ul><li>Quicker when need to buy </li></ul></ul><ul><ul><li>Already know what they want </li></ul></ul><ul><ul><li>More closed minds, more brand baggage </li></ul></ul><ul><li>Car neutral women/car neutral men </li></ul><ul><ul><li>Whole thing feels like maze </li></ul></ul><ul><ul><li>Full of alien jargon and acronyms </li></ul></ul><ul><ul><li>A project: defined period of time, starts with need - ends with car bought </li></ul></ul><ul><ul><li>Tend to be slower </li></ul></ul><ul><ul><li>Considers broader range of options </li></ul></ul><ul><ul><li>More open-minded, brand wise </li></ul></ul>Brand is vital to both groups: to permit (for men) or to facilitate (confused women) consideration
  19. 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. 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. 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. 22. Importance of the brand <ul><li>Brand colours decision from start to finish </li></ul><ul><li>If the brand is not appealing, the model is not considered </li></ul><ul><li>Model always representing the wider brand : </li></ul><ul><ul><li>Buyer wants to feel happy with and good about the brand all the way through </li></ul></ul><ul><li>Fluid process , not brand-info-deal </li></ul><ul><ul><li>There is to-ing and fro-ing, ruling in and ruling out, giving up and starting again </li></ul></ul>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. 23. <ul><li>Car advertising does not need to look like newspapers used to look: </li></ul><ul><ul><li>unmemorable, un-involving and generic format driven ads </li></ul></ul><ul><li>To engage human blending process buyers are engaged in: </li></ul><ul><ul><li>Answering physical, sensory, visual, emotional and rational questions </li></ul></ul><ul><ul><li>Needs to be specific </li></ul></ul><ul><ul><li>Needs to fit mindset </li></ul></ul><ul><ul><li>Sow the seeds </li></ul></ul>Newspapers have changed, but has car advertising? 1984 newspaper 2006 newspaper
  24. 24. What can newspaper advertising do for car advertisers? <ul><li>Make a reader feel closer to a marque </li></ul><ul><li>Reconsider a certain marque </li></ul><ul><li>Reinforce brand impressions created in other media </li></ul><ul><li>Announce a new model </li></ul><ul><li>Announce a specific deal </li></ul><ul><li>Newspaper medium itself does not dictate message or approach – can be flexible and can present potent, original ideas </li></ul><ul><li>It is the natural home for ‘news’ objectives </li></ul>
  25. 25. Reader seeking to be moved by a car ad, to be made to feel , not just think <ul><li>Despite being in an information-rich medium, readers do not see their response to car advertising as ‘rational’ </li></ul><ul><li>When they see something new that they like the look of, they imagine themselves in it </li></ul><ul><li>Updating their mental map of market via advertising and editorial </li></ul><ul><li>Not only to compare features and performance, but to put themselves into the experience and brand </li></ul>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. 26. <ul><li>Remember different ads </li></ul><ul><li>Different responses to the same ads </li></ul><ul><ul><li>Apart from when ads had strong ideas with more universal appeal </li></ul></ul><ul><li>Personal motivations are different so advertising involvement is different </li></ul><ul><ul><li>Women often reject the norm </li></ul></ul><ul><ul><li>Men reject it too unless they are very impressed by the model or are close to the brand </li></ul></ul>Men and women react differently
  27. 27. Men and women want different things from car advertising <ul><li>Women find it less interesting… </li></ul><ul><ul><li>But really want to like the look of it </li></ul></ul><ul><ul><li>Regret lack of emotion and life in newspaper car ads </li></ul></ul><ul><ul><li>Reject acronyms, jargon they don’t understand and not naturally interested in </li></ul></ul><ul><ul><li>Want to be talked to as women , see more car ads doing this and welcome it </li></ul></ul><ul><ul><li>Want to identify with car : who will I be in that car? </li></ul></ul><ul><ul><li>Call for originality, creativity, simplicity, practicality </li></ul></ul><ul><ul><li>Information they need: tell me how it is better </li></ul></ul>No interaction, nobody actually using them What is a torque? Esoteric without even the basic information
  28. 28. Men and women want different things from car advertising <ul><li>Men however, want to dribble… </li></ul><ul><ul><li>Want to be seduced by what they are looking at </li></ul></ul><ul><ul><li>To really fancy a car </li></ul></ul><ul><ul><li>Want to enjoy looking at it </li></ul></ul><ul><ul><li>Want to know why it is better </li></ul></ul><ul><ul><li>To put themselves in the picture </li></ul></ul><ul><ul><li>To imagine what its like to drive </li></ul></ul><ul><ul><li>What its like to be getting that kudos </li></ul></ul>Toys for boys They are beautiful My car is a reflection of my success
  29. 29. The mindset that advertising is working against <ul><li>Which cars do I fancy? </li></ul>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. 30. Which is why much press advertising fails to engage Can I see myself in one of those? Which cars do I fancy?
  31. 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. 32. The ‘norm’ leaves men ambivalent and women cold <ul><li>Men see norm as uninspiring: </li></ul><ul><li>Women see norm as boring, alienating, frustrating </li></ul><ul><ul><li>Very similar looking </li></ul></ul><ul><ul><li>Expensive looking </li></ul></ul><ul><ul><li>Technical, ‘showroom things’ type ads </li></ul></ul><ul><ul><li>Or visual which for women are samey and dull </li></ul></ul><ul><ul><li>A missed opportunity </li></ul></ul>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. 33. What does this car give me for my money? <ul><li>In press advertising, often currently: names of features, specifications, prices, special deals </li></ul><ul><ul><li>Generic: hard to own as cars become better and more similar </li></ul></ul><ul><ul><li>Intrinsically only interesting to car-loving men </li></ul></ul><ul><ul><li>A foreign language to women </li></ul></ul><ul><ul><li>Hard to get a handle on: what does it mean to me? </li></ul></ul><ul><ul><li>Hard to master: buyers feel the more they find out the more there is to know, the harder it becomes to decide </li></ul></ul><ul><ul><li>Providing pure information adds to this feeling and reflects the part of the process which is least enjoyed </li></ul></ul>what is EBD? I don’t think anyone would actually know what their C02 emissions were to start with!
  34. 34. What does this car give me for my money? RAV4 XT-R <ul><li>Men </li></ul><ul><ul><li>Eye-catching, distinctive visual approach for many by making the ad look very different to the rest of the field </li></ul></ul><ul><ul><li>Clear idea </li></ul></ul><ul><ul><ul><li>Frankenstein, mysterious </li></ul></ul></ul><ul><ul><ul><li>Super natural, slightly demonic feel </li></ul></ul></ul><ul><ul><ul><li>Masculine, aggressive </li></ul></ul></ul><ul><ul><li>Achieves brand fit for non-rejecters </li></ul></ul><ul><li>Women </li></ul><ul><ul><li>Futuristic, sci-fi feel works </li></ul></ul><ul><ul><ul><li>Especially younger </li></ul></ul></ul><ul><ul><li>Light device impactful for many </li></ul></ul><ul><ul><li>Clarity of specification and of features applauded, and seen as unusual in the market </li></ul></ul>Conveys exactly what you’re getting Because they make special cars…a lot more going for it, a lot of extras
  35. 35. What does this car give me for my money? <ul><li>Could also be done in the press via end benefits </li></ul><ul><ul><li>The car that gives you room to turn around on the front seat because the handbrake is on the right hand side </li></ul></ul><ul><ul><li>The car that you can tell to play James Blunt </li></ul></ul><ul><ul><li>The car that tells you before you hit the bollard in the car park </li></ul></ul><ul><ul><li>The car you can fit 14 bags of Tesco’s shopping in </li></ul></ul>
  36. 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. 37. What’s it like to drive <ul><li>Many variations on same theme : </li></ul><ul><ul><li>Descriptions or copy reference to drive-related features </li></ul></ul><ul><ul><li>Men who love cars can and do decode – women lost and found boring </li></ul></ul><ul><ul><li>Risks sounding the same after a while to all </li></ul></ul><ul><li>Visuals of open roads, bends, mountain terrain, beaches </li></ul>
  38. 38. What’s it like to drive Saab <ul><li>Resonates strongly with men, but few women: </li></ul><ul><li>Men </li></ul><ul><ul><li>Look at this ad and know how it feels to drive </li></ul></ul><ul><ul><li>Language (‘unleashed’) and visuals (dark, brooding, elegant) all stem from how men feel about cars </li></ul></ul><ul><ul><li>Awareness raiser </li></ul></ul><ul><ul><li>Visual route of seduction, revealing some but not all of the car </li></ul></ul><ul><li>Women </li></ul><ul><ul><li>Left cold, bored and unimpressed, although positive towards Saab </li></ul></ul><ul><ul><li>Dark, black approach feels menacing and unappealing </li></ul></ul><ul><ul><li>Visual of car mostly unexciting </li></ul></ul><ul><ul><li>Not right mood, type or personality women want </li></ul></ul><ul><ul><li>Elements of body copy incomprehensible </li></ul></ul>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. 39. What do I think of this brand? Citro ë n ‘Happy Deals’ <ul><li>Newspaper ads for cars can help with brand reappraisal </li></ul><ul><li>Building on TV and moving perceptions of brand and user imagery via typeface, and feel of art direction </li></ul>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. 40. What does it feel like inside this car? <ul><li>Can I see myself in this? </li></ul><ul><li>Getting the feel of a particular car working out if it will fit your life </li></ul>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. 41. How do I want to feel in this car? <ul><li>Newspaper ads for cars commonly list features that provide the feelings, rather than evoking the feeling that the reader relates to e.g. </li></ul><ul><ul><li>Safe, protected </li></ul></ul><ul><ul><li>Powerful </li></ul></ul><ul><ul><li>In control </li></ul></ul><ul><ul><li>Free </li></ul></ul><ul><ul><li>Adrenaline rush </li></ul></ul><ul><ul><li>Superior to you </li></ul></ul><ul><ul><li>Impressive </li></ul></ul><ul><ul><li>Stylish </li></ul></ul><ul><ul><li>Self-confident </li></ul></ul>
  42. 42. How do I want to feel in this car? Vauxhall <ul><li>Broadly positive amongst men in the relevant market </li></ul><ul><li>Idea of putting cars as heroes in stadium liked by football-keen tabloid readers </li></ul><ul><li>Visual comes across favourably even amongst brand rejectors </li></ul><ul><li>Imagery often seen as striking </li></ul><ul><li>Potent fit for target market with sport section </li></ul><ul><li>Creates a story in your head </li></ul><ul><li>Feeling of authoritative control </li></ul><ul><li>Overall: powerful, manly feel </li></ul>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. 43. How much do I like the look of this car? <ul><li>Press ads which present cars in a workman-like fashion , create a feeling of being let down </li></ul><ul><li>To real car lovers, some cars are works of art </li></ul><ul><li>Buyers want to love the look of their new car, whatever their budget </li></ul><ul><li>How good a car looks = an aesthetic , as well as social/self-identity perspective </li></ul>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. 44. Make the cars look good
  45. 45. Make the cars look expensive
  46. 46. Make the cars look fantastic
  47. 47. Responses to car ads - branding
  48. 48. Different roles of motoring sections <ul><li>Men </li></ul><ul><ul><li>Enjoyed as part of normal read </li></ul></ul><ul><ul><li>Place they took pleasure turning to </li></ul></ul><ul><ul><li>Able to ‘top up their knowledge bank’ about cars </li></ul></ul><ul><ul><li>Editorial fuelling dreams </li></ul></ul><ul><ul><li>Useful during purchase to see what deals are from the ads, use small ads to look at prices </li></ul></ul><ul><ul><ul><li>- Editorial less useful to decision process than for women, since men already know much more </li></ul></ul></ul>Entertainment and general information : part of the pleasure for men of being interested in cars
  49. 49. Different roles of motoring sections <ul><li>Women </li></ul><ul><ul><li>Only read when in process of deciding about a new car </li></ul></ul><ul><ul><li>Looking for inspiration and understanding </li></ul></ul><ul><ul><li>Motoring pages help via information, insight, prices </li></ul></ul><ul><ul><li>Or after they have bought a new car </li></ul></ul><ul><ul><ul><li>Become more interested in them </li></ul></ul></ul><ul><ul><ul><li>A way of keeping up with their investment, with ‘car fashion’ </li></ul></ul></ul><ul><ul><ul><li>As people with houses are when they are not in the market </li></ul></ul></ul>Purchase-related interest, becoming better informed
  50. 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. 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. 52. Strong sites for car advertising in newspapers <ul><li>Two main options were welcome and relevant </li></ul><ul><li>Also reflected two key requirements of motors market </li></ul><ul><ul><li>Focus on news element of launch by being high up in main news sections </li></ul></ul><ul><ul><li>Create fit with create route/strategic message via siting in most synergistic part of newspaper </li></ul></ul><ul><ul><ul><li>e.g. Vauxhall New Vectra/Signum in sports pages with Pierluigi Collina </li></ul></ul></ul><ul><ul><ul><li>Potential for creating similar flow for women where car advertising is addressing style/identity motivations via siting in fashion, beauty and style sections </li></ul></ul></ul>
  53. 53. Newspapers and TV: perfect partners <ul><li>Adding newspapers to TV provides: </li></ul><ul><li>Complementary audiences </li></ul><ul><li>Harder working ads , because people pick up on the newspaper and TV ads in different but complementary ways </li></ul><ul><li>Reinforcement of brand messages , by triggering the emotions and enjoyment of TV campaign </li></ul><ul><li>Cost-effective campaign extension , by freeze-framing the key point of the TV ad, while communicating extra information </li></ul><ul><li>Increased depth of understanding , because the reader is engaged </li></ul>
  54. 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. 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. 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. 57. What is the effect of car advertising in newspapers? <ul><li>Buyers do not go from TV ad to press ad to dealer to purchase </li></ul><ul><li>Direct effect of relevance, motivating car press ads depends where in process each reader happens to be </li></ul><ul><li>Rarely described as having effect of imminent dealer visit </li></ul><ul><li>Often described as ‘sending you onto the next stage’ </li></ul><ul><ul><li>What that stage is depends on where you are in your process , what you have found out about other options </li></ul></ul><ul><ul><li>Means finding out next piece in the puzzle </li></ul></ul>
  58. 58. The opportunity for newspaper car advertising <ul><li>Like the look of a car </li></ul><ul><li>Find out information on it. Compare it to other options </li></ul><ul><li>Currently newspaper car advertising mostly aiming to deal with: </li></ul><ul><ul><li>Like the look </li></ul></ul><ul><ul><li>Find out the info </li></ul></ul><ul><ul><li>Make the deal </li></ul></ul><ul><li>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? </li></ul><ul><li>Make the deal </li></ul>
  59. 59. Newspapers send car buyers to the next stage <ul><li>A strong car ad moves people on to the next piece of the jigsaw: </li></ul><ul><li>Getting on the shortlist </li></ul><ul><ul><li>People seeing a newspaper campaign for Toyota Avensis were three times more likely to place the Avensis at the top of their consideration shortlist </li></ul></ul><ul><li>Driving people to the website </li></ul><ul><ul><li>A newspaper campaign for Vauxhall Tigra created a 39% uplift in unique visitors to the Tigra website pages </li></ul></ul><ul><li>Providing a financial incentive </li></ul><ul><ul><li>Price ads that are also creatively engaging provide a stronger motivation to seek information and desire to purchase </li></ul></ul>

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