NMA UK: Automotive Research - Brand Campaigns for single models
(3m, PowerPoint (.ppt) format)
Brand campaign for single model
Research looks into the effectiveness of running multiple executions or a single ad for single model brand campaigns.
NMA UK’s research demonstrates that there is a clear campaign advantage to running multiple executions rather than single ads for car brands.
Campaigns featuring multiple executions have a halo effect – they generate stronger responses than seeing a repetition of single ads. Campaigns also offer some protection against a poorly performing single ad, as the positive effect of the stronger executions is a more powerful determinant of overall campaign reactions than any negative effect of a weaker single ad.
Further, there is a dramatic improvement in response when people have seen a campaign rather than a single ad, providing a compelling argument for spending upfront on production of multiple ads (costs are obviously much lower than for TV) in order to make much more cost-effective use of newspaper spend. Saving production costs by running a single ad would seem to be a costly false economy.
Brand campaigns performed better than price campaigns – even on the specific roles of providing depth of information and giving a motivating reason to buy that price campaigns focus on. The emotional engagement resulting from a brand-building creative idea is critical to encouraging consideration and Call to Action.
Download the presentation for more information.
Source: NMA UK - Motors brands and national newspapers
