Marketing cars: Change media gear

Car marketers can innovate in their communications by following the lead of the Coca-Cola Company and apportioning their marketing spend according to the 70:20:10 investment principle.

Marketing cars: Change media gear

Nick BullMillward Brown

Car marketers need to take some risk with their media placement and ensure that new channels are tested, using a 70:20:10 allocation model.

While automotive marketers are accustomed to changing the creative content of their campaigns on a regular basis, there is no automatic driver that encourages the adoption of new media channels. Changing established media allocations is risky; weighing the options requires time, effort and skill. The fear of making the wrong decision in today's economic climate is all too clear.

But avoiding innovation in car marketing carries its own...

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