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...