NMA UK: Automotive Research - How Newspapers & TV work together
(1m, PowerPoint (.ppt) format)
Press & TV work together
Research looks into how car press ads perform when linked to a TV campaign.
To examine the importance of synergy with brand campaigns when running tactical car ads, The NMA UK looked at three different creative approaches for Toyota Yaris.
The first had strong creative links between the TV, brand advertising in newspapers and the tactical newspaper execution – which was an adaptation of the brand ad. People saw the TV, then the brand ad in newspapers, then the tactical, and rated the tactical ad.
The second was not linked to the TV campaign for Yaris, but was a style that had been used quite extensively by Toyota for price/offers. People saw the TV ad, followed by the tactical newspaper ad and then rated the tactical ad. They did not see the brand newspaper ad.
The third was not linked either to the TV or to previous tactical campaigns. Again people saw the TV first then the tactical newspaper ad, then rated the tactical ad.
Results
Although all three tactical ads performed very strongly, the linkage with TV and brand newspaper advertising created the highest overall response. Not simply for brand building measures (such as re-appraisal) and emotional identification, but also for tactical advertising.
Newspaper ads linked to TV generated a 13 percentage points greater reason to buy than the non-linked ad – This is an increase in call to action of over 54%.
Download the presentation below.
Source: NMA UK - Motors brands and national newspapers
