Its not long ago ACG published the article ‘Mis-managed Commercials and its impact on Automobile Sales’ highlights the important factors one has to consider in ad-campaigns in automotive domain. The article on May 16, 2013 had brought in a positive response from Indian, European and ASEAN – OEMs, Ad agencies, Media houses etc.
Now that most of the OEMs are focusing on on features of cars and services on their recent TV commercials, they are are successful in registering positive sales growths; the festival season had also worked as a catalyst to increase sales.
"The article was helpful to revive our ad strategy and cost saving. We are happy to inform you that after considering your advice we saved good amount on our promotional budget and got better response. This analysis was very useful when we are trying to save every penny in difficult market situation." comments one of our premium client.
Few latest of best ads focused on product features are:
- Shahrukh Khan was Brand ambassador of i10. In TVC of new Grand i10, focus is on the Features, Design, Driving Comfort and Style. After a long time Hyundai decided to do it without King Khan.
- Fiat’s ad were always based on product concept, this time they also stress the importance of After Sales Support, Engine and Features.
- Skoda runs its new ad with a famous Bollywood music in the background, basically it shows interior features of cars.
Our latest primary research had returned the following figures on the ad-impact on purchasing criteria of:
- Passenger vehicles- Cars, SUV etc.
- Two Wheelers
- Commercial vehicles- Trucks and Buses
Even after seven months, we are receiving quality feedback on this subject. Our customized solution had made a tremendous impact on the company performance.
Toyota now without expensive celebrities focus primely on Product Features, Driving Comfort, Looks and Style
Conclusion:
Ultimately it is evident that a successful Ad is the one that leaves a clear message about the product on end user. At the same time, focus should be on ROI in toiling times of economic backlash where discounts and offers are raining.
This is a sequel to the article Mis-managed Commercials and its impact on Automobile Sales
Every one knows that advertisement expenses are accounted as “cost of sales” which finally added to the price of the car. Since 1996(after I returned back to India) I have watched almost all advt: of cars, bikes, and once in a while some HCV’s. I am yet to see one good advertisement that appeals to a person like me who has seen, driven, many American,European and Japanese cars. The quality of advertisement is worst than “davp’s advt: for condoms. (At least they have improved a bit) My first car was a 1961 FIAT and I used it till I went abroad and on my return I only had only one choice to buy a Maruti Esteem. No advertisement, just word of mouth information. I had to pay extra for seat belts, fire extinguisher, floor mats, and rear windshield had no defogger. Today, they offer “sun roof”( for a climate like ours), ABS (where average speed in the city is 18.5pmph), Air bags ( when 90% of the time the clutch pedal is half pressed) and things like that. Even a suspicious wife ask “Are u having an affair”? and then show the car being driven by the husband. Some of the advertisements does not come up to the standard of an ad for “musli powder”
Regarding ad-campaigns in automotive, I remeber, here in Italy, some years ago a TV commercial for Fiat Panda that is a small family car bought mostly by woman: the soundtrack of the clip was Fortress Europe by Asian Dub Foundation, a violent politcal song whose lines are: “Keep bangin’ on the wall OF FORTRESS EUROPE! 2022 – A new European order (…) A burning village in Kosovo you bombed it out now you’re telling us go home…” Was the aim of those marketing geniuses selling cars to Black Blocks and squatters ?
Luca Bellucci Sessa
Project manager marketing communication
I accept the point that advertisement makes everything popular so that to make it much popular and will create a value too..
Advertisement is necessary to make evereything including product and other services popular.