How Car Advertising Works
Michel BrulB.V.A. (Brul Ville Associs)Gilbert SaportaCNAM, France
INTRODUCTION
Among all consumer markets, the car industry provides a favourable environment for observing how advertising works. First, the amount of money invested by car makers is considerable; therefore, there is an important pressure exerted upon the consumer; then, the car market is highly competitive and competing campaigns always offer an exciting opportunity to try to understand why some of them succeed better than others; the launching of new models occurs several times a year in every European countries and requires important media expenditures (cf. Table1)....