Car advertising

Undertoad · 04-23-2004, 08:27 AM

Ever since I took a marketing class I'm fascinated by car advertising. Especially on TV.

Toyota still can't market its way out of a paper bag.

GM brought out a cool new "Keep on Truckin'" ad with a funk background that's so good, I actually hope for the commercial to air. "Like a Rock" finally toast? We can only hope beyond hope.

VW still has lingering hipness from its perfect perfect ads from 2-6 years ago, including "Pink Moon", "Mr. Blue Sky", the Jetta ad where everything's in sync with the beat, etc. But it needs to assert itself again.

Mitsubishi: too slick, remember the ads but not the cars. Mazda: hopefully this "zoom zoom" thing has gone away? Ford: can't even remember what they're doing now, they seem lost.

SteveDallas · 04-23-2004, 08:38 AM

Quote:

Originally posted by Undertoad
Toyota still can't market its way out of a paper bag.

I don't know from marketing, but they seem to be selling a lot of cars, no?

Undertoad · 04-23-2004, 08:45 AM

Well this is just my opinion but I think they would sell twice as many if they got their marketing act together. They are very good cars but their ads are just barely good enough to remind people that they're a brand.

smoothmoniker · 04-23-2004, 08:58 AM

It's time may be well past due, but I think "Like A Rock" was one of the most effective truck ad campaigns ever. Everytime that raspy song comes on, it makes me want to go save america by hauling something.

-sm

glatt · 04-23-2004, 09:00 AM

Ever since I was a child, I have had a hard time understanding the idea of car ads.

It has always seemed to me that when you are spending thousands of dollars on a purchase, you are going to actually take stock of your needs, and make a decision based on sound financial principles. Research plays a heavy role in this process.

I still don't understand why people buy things like SUVs, when they so clearly don't need them. I have heard all sorts of theories and mumbo jumbo like "people identify with a car" or a "car is a statement about who an idividual is." That may be true, but it bothers me that Madison Avenue has such a hold on people.

When I bought a new car back in 1995, I looked for a car that fit my needs, was not very expensive, was reliable, and easy to maintain. I chose a Geo Prizm, because it was basically the same car as a Toyota Corolla. It was cheaper than the Toyota, and had the same expected reliability. I could have bought a cheaper car from Korea, but they didn't have the expected reliability. I got one with fold down rear seats. I can stick about a dozen 2x4 studs in there, passing them through the trunk. With a rooftop rack on it, I have carried sheets of plywood home.

There are times that it would be convenient to have a minivan, but only a handful of times a year. When I look at how much they cost, and divide that cost by the number of times I wish I had a minivan, it's cheaper to rent one for those times.

I'm curious, why did YOU, fellow Dwellarites, buy the car you did? Do you think the ads have a hold on you?

lumberjim · 04-23-2004, 09:05 AM

jeep does a good job. chrysler sucks canal water. dodge has its moments.
You probably don't know it, but chrysler makes a car called the Pacifica. You may have seen it at the edges of the screen during several of Chrysler's Celine Dione ads. " I drove all night" blah blah blah....

And this 300C is a smoking hot car, that we premiered last night with a big invitational event, a live band, catering, and free liberty sliver dollar coin give away for every mooch that got the mailer...... and I have not seen one tv commercial about it. stupid assholes. The only one chrysler has done right was the PT cruiser, and that was mainly web based advertising. and word of mouth because it was so different at the time. *sigh*

so who does it right?

Its funny, UT, I was going to start this same thread, but about newspaper ads. I'm wondering what type of newspaper ad you all look at when you're car shopping. There seems to be a general formula that most places use....the little picture of the car, the payment really big, and a bunch of reasons why you won;t qualify for that payment along the bottom of the ad.

I figure most people are turned off by those kind of ads. I had recomended that our salesmanager try to change it up a bit. I was thinking of a little news update article that goes in the same place in the same paper on predictable days. He already does a monthly newsletter for our buyers, so, he'd just have to use portions of that in each ad. maybe combine this with the classic type of ad......

SteveDallas · 04-23-2004, 11:14 AM

Quote:

Originally posted by lumberjim
a bunch of reasons why you won;t qualify for that payment along the bottom of the ad.

That's precisely why I never look at newspaper ads. I know if they say that they have Ford Edsels starting at $9,999 it's a sure bet that they have one $9,999 model sitting in the back with no features (power steering, radio, a/c, etc.) at all and that any model somebody would consider buying is at least $1,500 more. "College graduate discount"? Bullshit.

I can't believe ads like this drive any business (though of course there's Barnum's Law). LJ, you said in another thread that it aggravated you when people come in and pay invoice and they still think they're getting ripped off. Well, past a certain point people are going to become convinced that everything every car dealership says to them is deceptive, which is ridiculous, but IMO ads like this are part of what lead to feelings like that.

But it's nice to know some people (like you) are at least suggesting changes. If you haven't read The Cluetrain Manifesto, you might want to check it out.

ladysycamore · 04-23-2004, 11:25 AM

Quote:

Originally posted by Undertoad
Well this is just my opinion but I think they would sell twice as many if they got their marketing act together. They are very good cars but their ads are just barely good enough to remind people that they're a brand.

I don't know about that UT: We had our Toyota Camry for 10 years, and it was bought because my Dad read Consumer Reports. Ads are not his thing (or mine, as far as the reason why I would buy an item).

I've found that catchy commercials stay in my mind, and therefore I can put the spot and the product together. Granted, Toyota's spots are not *as* memorable as "OH, what a feeling!" and people jumping up in the air with their fist pumped high (see! spot and product!).

I'm just guessing at all of this, but I think that many people nowadays tend to buy their products after hearing something about it via some sort of report or consumer alert special, and the spots are just icing on the cake (or crap, depending on how you look at it).

Undertoad · 04-23-2004, 11:38 AM

Newspaper: there are two variables at work here it seems to me.

One is that newspaper circulation falls year after year. Two is that its readership sways older and older. So my theory is that the newspaper ads would bring in the Chrysler and Dodge people but not the agile Jeep people unless they were looking for a low price.

Hey it's just a theory

Clodfobble · 04-23-2004, 02:07 PM

There are times that it would be convenient to have a minivan, but only a handful of times a year. When I look at how much they cost, and divide that cost by the number of times I wish I had a minivan, it's cheaper to rent one for those times.

I'm curious, why did YOU, fellow Dwellarites, buy the car you did? Do you think the ads have a hold on you?

We bought a minivan because it can seat 7 people, and we will definitely have more than three kids during the years we plan on owning the car. It seems like in your post you're equating an SUV and a minivan though. They're very different; a minivan costs less, gets way better gas mileage, takes up less of the road, etc. etc. etc., especially the Japanese models over the American models.

Personally, the only TV car ads I don't find nauseating are the Lincoln Navigator ads. Someone in their marketing department deserves a raise for licensing that brilliant little tune, in my opinion.

Undertoad · 04-23-2004, 02:16 PM

and we will definitely have more than three kids during the years we plan on owning the car.

You never really know what life will bring your way.

Clodfobble · 04-23-2004, 02:28 PM

You never really know what life will bring your way.

I'll definitely grant you that, but it's more a question of financial sense, rather than making bold decisions on factors out of your control. Since we already have two, and the plan is to start on number three here in just a few months, I have to go with the statistical chances. Selling a car just a few years into owning it is a bad idea, as lumberjim was pointing out earlier.

Selling a house a mere 4-5 years into it, on the other hand, can actually be a great idea, especially if you've made improvements to it. So our current house doesn't have to be big enough for more kids (and believe me, it isn't)--but car purchases have to last us a lot longer, so we can't afford to take the chance that we will have those kids after all. I'm a pragmatist, that's all.

Undertoad · 04-23-2004, 03:07 PM

Oh, I thought you were starting at zero, and the words "we will have" meant you would actually be giving birth to three babies during the ownership of the vehicle.

Clodfobble · 04-23-2004, 03:24 PM

It's true that I have never had a child myself. But I have two stepkids, and they were a little resistant when we suggested the idea of strapping the older kids to the roof once we run out of seats in the car.

But to undo the hijacking I have commenced... I agree with glatt, I really can't comprehend the idea of someone buying a car with only advertisements as their source of information.

glatt · 04-23-2004, 03:46 PM

Hey Clodfobble,
to address one point you made: I don't equate SUVs and minivans. Minivans are actually practical in many situations.

I would never buy an SUV. I don't need one. When I look at others who have them, I can't imagine more than 2-3% actually needing them. But people buy them anyway. Go figure.

In the time since my wife and I bought a Geo Prizm 8 years ago, we have had two kids. The Prizm works well for 95% or more of the driving we do as a family. But when people come visit, or when we go on long road trips, I wish we had a minivan. The Prizm is just too small at those times. We always find a way to make it work. So the lack of a minivan is more of an inconvenience than anything else.

If I were rich, I would have a car, a minivan, and a pick-up truck. I would drive the one that I need at each time. But I'm not rich.

04-23-2004, 08:27 AM	#1
Undertoad Radical Centrist Join Date: Jan 2001 Location: Cottage of Prussia Posts: 31,423	Car advertising Ever since I took a marketing class I'm fascinated by car advertising. Especially on TV. Toyota still can't market its way out of a paper bag. GM brought out a cool new "Keep on Truckin'" ad with a funk background that's so good, I actually hope for the commercial to air. "Like a Rock" finally toast? We can only hope beyond hope. VW still has lingering hipness from its perfect perfect ads from 2-6 years ago, including "Pink Moon", "Mr. Blue Sky", the Jetta ad where everything's in sync with the beat, etc. But it needs to assert itself again. Mitsubishi: too slick, remember the ads but not the cars. Mazda: hopefully this "zoom zoom" thing has gone away? Ford: can't even remember what they're doing now, they seem lost.

04-23-2004, 09:05 AM	#6
lumberjim I can hear my ears Join Date: Oct 2003 Posts: 25,571	jeep does a good job. chrysler sucks canal water. dodge has its moments. You probably don't know it, but chrysler makes a car called the Pacifica. You may have seen it at the edges of the screen during several of Chrysler's Celine Dione ads. " I drove all night" blah blah blah.... And this 300C is a smoking hot car, that we premiered last night with a big invitational event, a live band, catering, and free liberty sliver dollar coin give away for every mooch that got the mailer...... and I have not seen one tv commercial about it. stupid assholes. The only one chrysler has done right was the PT cruiser, and that was mainly web based advertising. and word of mouth because it was so different at the time. sigh so who does it right? Its funny, UT, I was going to start this same thread, but about newspaper ads. I'm wondering what type of newspaper ad you all look at when you're car shopping. There seems to be a general formula that most places use....the little picture of the car, the payment really big, and a bunch of reasons why you won;t qualify for that payment along the bottom of the ad. I figure most people are turned off by those kind of ads. I had recomended that our salesmanager try to change it up a bit. I was thinking of a little news update article that goes in the same place in the same paper on predictable days. He already does a monthly newsletter for our buyers, so, he'd just have to use portions of that in each ad. maybe combine this with the classic type of ad...... __________________ This body holding me reminds me of my own mortality Embrace this moment, remember We are eternal, all this pain is an illusion ~MJKeenan

04-23-2004, 08:45 AM	#3
Undertoad Radical Centrist Join Date: Jan 2001 Location: Cottage of Prussia Posts: 31,423	Well this is just my opinion but I think they would sell twice as many if they got their marketing act together. They are very good cars but their ads are just barely good enough to remind people that they're a brand.

04-23-2004, 08:58 AM	#4
smoothmoniker to live and die in LA Join Date: Feb 2003 Location: Los Angeles Posts: 2,090	It's time may be well past due, but I think "Like A Rock" was one of the most effective truck ad campaigns ever. Everytime that raspy song comes on, it makes me want to go save america by hauling something. -sm

04-23-2004, 09:00 AM	#5
glatt ™ Join Date: Jul 2003 Location: Arlington, VA Posts: 27,717	Ever since I was a child, I have had a hard time understanding the idea of car ads. It has always seemed to me that when you are spending thousands of dollars on a purchase, you are going to actually take stock of your needs, and make a decision based on sound financial principles. Research plays a heavy role in this process. I still don't understand why people buy things like SUVs, when they so clearly don't need them. I have heard all sorts of theories and mumbo jumbo like "people identify with a car" or a "car is a statement about who an idividual is." That may be true, but it bothers me that Madison Avenue has such a hold on people. When I bought a new car back in 1995, I looked for a car that fit my needs, was not very expensive, was reliable, and easy to maintain. I chose a Geo Prizm, because it was basically the same car as a Toyota Corolla. It was cheaper than the Toyota, and had the same expected reliability. I could have bought a cheaper car from Korea, but they didn't have the expected reliability. I got one with fold down rear seats. I can stick about a dozen 2x4 studs in there, passing them through the trunk. With a rooftop rack on it, I have carried sheets of plywood home. There are times that it would be convenient to have a minivan, but only a handful of times a year. When I look at how much they cost, and divide that cost by the number of times I wish I had a minivan, it's cheaper to rent one for those times. I'm curious, why did YOU, fellow Dwellarites, buy the car you did? Do you think the ads have a hold on you?

04-23-2004, 11:38 AM	#9
Undertoad Radical Centrist Join Date: Jan 2001 Location: Cottage of Prussia Posts: 31,423	Newspaper: there are two variables at work here it seems to me. One is that newspaper circulation falls year after year. Two is that its readership sways older and older. So my theory is that the newspaper ads would bring in the Chrysler and Dodge people but not the agile Jeep people unless they were looking for a low price. Hey it's just a theory

04-23-2004, 02:07 PM	#10
Clodfobble UNDER CONDITIONAL MITIGATION Join Date: Mar 2004 Location: Austin, TX Posts: 20,012	There are times that it would be convenient to have a minivan, but only a handful of times a year. When I look at how much they cost, and divide that cost by the number of times I wish I had a minivan, it's cheaper to rent one for those times. I'm curious, why did YOU, fellow Dwellarites, buy the car you did? Do you think the ads have a hold on you? We bought a minivan because it can seat 7 people, and we will definitely have more than three kids during the years we plan on owning the car. It seems like in your post you're equating an SUV and a minivan though. They're very different; a minivan costs less, gets way better gas mileage, takes up less of the road, etc. etc. etc., especially the Japanese models over the American models. Personally, the only TV car ads I don't find nauseating are the Lincoln Navigator ads. Someone in their marketing department deserves a raise for licensing that brilliant little tune, in my opinion.

04-23-2004, 02:16 PM	#11
Undertoad Radical Centrist Join Date: Jan 2001 Location: Cottage of Prussia Posts: 31,423	and we will definitely have more than three kids during the years we plan on owning the car. You never really know what life will bring your way.

04-23-2004, 02:28 PM	#12
Clodfobble UNDER CONDITIONAL MITIGATION Join Date: Mar 2004 Location: Austin, TX Posts: 20,012	You never really know what life will bring your way. I'll definitely grant you that, but it's more a question of financial sense, rather than making bold decisions on factors out of your control. Since we already have two, and the plan is to start on number three here in just a few months, I have to go with the statistical chances. Selling a car just a few years into owning it is a bad idea, as lumberjim was pointing out earlier. Selling a house a mere 4-5 years into it, on the other hand, can actually be a great idea, especially if you've made improvements to it. So our current house doesn't have to be big enough for more kids (and believe me, it isn't)--but car purchases have to last us a lot longer, so we can't afford to take the chance that we will have those kids after all. I'm a pragmatist, that's all.

04-23-2004, 03:07 PM	#13
Undertoad Radical Centrist Join Date: Jan 2001 Location: Cottage of Prussia Posts: 31,423	Oh, I thought you were starting at zero, and the words "we will have" meant you would actually be giving birth to three babies during the ownership of the vehicle.

04-23-2004, 03:24 PM	#14
Clodfobble UNDER CONDITIONAL MITIGATION Join Date: Mar 2004 Location: Austin, TX Posts: 20,012	It's true that I have never had a child myself. But I have two stepkids, and they were a little resistant when we suggested the idea of strapping the older kids to the roof once we run out of seats in the car. But to undo the hijacking I have commenced... I agree with glatt, I really can't comprehend the idea of someone buying a car with only advertisements as their source of information.

04-23-2004, 03:46 PM	#15
glatt ™ Join Date: Jul 2003 Location: Arlington, VA Posts: 27,717	Hey Clodfobble, to address one point you made: I don't equate SUVs and minivans. Minivans are actually practical in many situations. I would never buy an SUV. I don't need one. When I look at others who have them, I can't imagine more than 2-3% actually needing them. But people buy them anyway. Go figure. In the time since my wife and I bought a Geo Prizm 8 years ago, we have had two kids. The Prizm works well for 95% or more of the driving we do as a family. But when people come visit, or when we go on long road trips, I wish we had a minivan. The Prizm is just too small at those times. We always find a way to make it work. So the lack of a minivan is more of an inconvenience than anything else. If I were rich, I would have a car, a minivan, and a pick-up truck. I would drive the one that I need at each time. But I'm not rich.

Currently Active Users Viewing This Thread: 1 (0 members and 1 guests)