The New Reality in Automotive Media Planning and Buying

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The New Reality in Automotive Media Planning and
Buying

• Warm and fuzzy doesnt cut it anymore!

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The Automotive Ad Environment

• The flow of dollars to the Internet will continue
• Other media must be synergistic with web programs
  (i.e., help drive prospects to the manufacturers
  site)
• Web-based programs have raised the bar for all
  media in terms of "cross-media" accountability
  metrics

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The Question
Can magazines quickly and efficiently bring auto
prospects closer to purchase consideration (and
to the manufacturers website)?
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Some Third-Party Answers

• Introduction of the Ford F-150 Pick-up Truck
• Television and magazine advertising produced
  similar point gains in purchase consideration,
  but magazines were less than half the cost per
  person influenced."
• Note Results were reported in a Marketing
  Evolution white paper published with Fords
  agreement in 2005. The quote noted above comes
  directly from that document (italics added for
  emphasis).

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Third-Party Answers

• Re-Introduction of Jetta and Passat
• Individual media were measured in terms of their
  ability to efficiently influence lift versus
  control for a defined set of purchase intent
  objectives.
• Across both studies, magazines were the only
  media whose performance was equal to or superior
  to all other media tested.
• Source Marketing Evolution/2006 Full report
  available June 30, 2006

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• 5 Reasons Why TheseResults Shouldnt Surprise
  Anyone

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1. Roper, 2005 Magazines are more
effective than TV or radio in driving people to
the web.

57
Which media provides you with ideas that
influence how to get information about products
and services on the Internet?
Magazines
53
Cable TV
53
Network TV
51
Radio
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2. MRI, Fall 2005 Magazine readers are 13
more likely than average consumers to purchase a
new car or SUV in the next 12 months.
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3. MRI Fall, 2005 Consumers feel more
favorably about ads in magazines than those on
TV.
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4. From 1999 to 2002, Hudson River Group found
that TV spending in automotive reached saturation
levels far more frequently than magazines,
driving down ROI as much as 12.
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• 5. On-Demand Audience Cume
• Unlike TV and the Internet, with magazines auto
  prospects are in total control of when and where
  they see your ads. Maybe thats why theyre 2X
  more likely to want ads on TV and the Internet
  eliminated than in magazines.

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• Learn more about the power of magazines to
  target, engage and then motivate your best
  prospects from your local magazine
  representatives