NMA UK: Automotive Research - Campaign vs Single Execution
(776k, PowerPoint (.ppt) format)
Car ads: Campaign vs single ad
This research looks into the effectiveness of running multiple executions linked to one campaign versus running a single car ad in newspapers.
Campaigns outperformed single ad average on all metrics. Campaigns were particularly strong at driving branding, re-appraisal and emotional connection, compared with the average for single ads. This finding is consistent with NMA's in-market effectiveness tests – not only do multiple executions prevent wear-out, but they also build brand responses far more effectively than single ads.
Campaigns were also more actively engaging than single ads. Higher ‘interesting’, ‘distinctive’ and ‘involving’ responses are linked with higher memorability and brand response. Newspapers are an emotional engaging medium, but the reader is in control of what he or she reads. Advertising that taps into the emotional potency of newspapers; which engages, and provides an emotional reward is consistently more successful than advertising that looks dull, focuses on facts and figures at the expense of an engaging creative hook.
Download the full report below.
Source: NMA UK - Motors brands and national newspapers
