Discover why newspapers are the best medium to advertise green automotive messages, and find out how to improve consumer engagement and response.
Consumers want to go greener. Manufacturers understand that desire and messages about ‘greener’ motoring are now an important part of the language of their advertising. But research from the NMA UK found that too many people are not receiving those messages clearly. Among 2,665 car buyers, a significant minority didn’t understand common ‘green’ terms like CO2 emissions, carbon footprint and hybrid cars.
The problem with current ads in newspapers is that they are not constructed well enough. Communication which is more engaging and in-line with the emotional environment of newspapers would be more successful in getting those green messages across. Green messages should seek to improve understanding of environmental issues whilst maintaining audience engagement.
Download the 11-page report below to discover:
- Consumer attitudes to green issues
- Consumer understanding of green automotive advertising messages
- Consumer perceptions of brands and their green credentials
- Why newspapers are an ideal context for green ads
- Consumer responses to green automotive press ads
Source: NMA UK - Motors brands and national newspapers
More research into consumer attitudes, purchasing decisions (both cars and general products), terminology and car brands.
Measures 14 ads across 8 major car advertisers.
