Campaigns with multiple models

Research uncovers the best way to promote multiple car models in newspapers.

Key findings:

There is a clear campaign advantage to having a consistent marque look and feel across different models, particularly when the marque has strong emotional equity. However, the campaign advantage works best when people can also clearly identify the models.
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 that results from a brand-building creative idea is critical to encouraging consideration and Call to Action.

Download the presentation below.

planning