How automotive advertising works

Andy Nairn
Lucky Generals

Analysing the IPA Effectiveness case studies for auto advertising shows that ads that target penetration, rather than loyalty, and that balance emotional cues with rational information work best.

The UK automotive industry generates revenues of £59 billion a year, according to the Society of Motor Manufacturers & Traders. Advertising has always played a huge role in the business, but the relationship between communications and the bottom line has sometimes been unclear. No manufacturer would seriously question the general importance of advertising in this market, but many do grapple with the more specific questions of what works best, where and why. And effectiveness experts regularly note that proving accountability in this market is 'fiendishly difficult' (as the IPA notes).

Audo A3
Picture courtesy of Bartle Bogle Hegarty