NMA UK: Automotive Research - Best and worst performing car press ads
(1m, PowerPoint (.ppt) format)
Best & worst performing car ads
Research into consumer responses to 70 single car ads to identify the top and worst performers.
This research shows that the best performing ad did nearly twice as well as the weakest.
Both ads were price-led. However the price message for VW Touareg was placed in an appealing brand ad context.
The VW Touareg ad helped consumers identify emotionally with the brand and provided them with a strong reason to buy. According to NMA UK’s research, there is a good correlation between stopping power and positive ad response and it’s also helpful if there is synergy with any TV campaign idea.
Ads that perform more weakly overall, and fail to engage, tend to have a poor Call to Action. A common issue with price ads is that they seek to convey a great deal of information, but without setting this within an emotional brand context – on average the car price ads tested were both less successful at Conveying Information, and less able to build brand responses than the VW Touareg ad (which provided information within a compelling brand idea). Whilst the Renault Scenic incorporated an emotional benefit in part of the headline, this didn’t come through in responses to the ad overall.
Download the presentation for more information and research findings.
