From the editor: Games, martians and monsters

Colin Grimshaw

A car is the second-most costly purchase most people will make and manufacturers spent around $45 billion on advertising cars in 2011.

From the editor: Games, martians and monsters

Colin GrimshawWarc

The Admap Focus in this month's issue is Marketing Cars. For most people, a car is the second most costly purchase they will ever make. It is a high-ticket and high-margin business, which is why manufacturers spent around $45 billion in 2011 on advertising cars (Nielsen Global AdView Pulse Spotlight on Motor Cars), accounting for 7.9% of all global advertising expenditure.

But, the nature of car advertising is changing fast. The perennial TV ad – the scenic twisting drive across an Alpine autobahn – to tease...

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