How Car Advertising Works

Michel Brulé

Car advertising provides a privileged field to analyze how advertising works, given the weight of the investments, and the level of consumers' involvment.

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)....

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