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People that are Inspired...
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Posted by b.flippo (more from b.flippo) on Tue, 10 Jun 2003 09:25:30 Share Post by Email
In Reply to: Ads are about emotion... not competitive features..., bRAD, Tue, 10 Jun 2003 05:48:50
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on an emotional level, can find a way to justify purchasing the vehicle. You're right. Competetive level ads are great to sway current car shoppers, but the majority of car purchases are still based on impulse and are done so on emotion and not realism. Appeal to "Joe's" personality or character and he'll stop in and check one out. Make the car better than life and he might 'mentally' purchase it before he even leaves the couch.

Automotive Section Print ads, for the most part, are the place to breakdown competetive features and price. This is the spot in which you'll find actual shoppers that are looking for the most value and the most features; people that need some extra luring before they're drawn into your showroom. These people are already car hunting, so they care about 'tit-for-tat' features.

The majority of your impulse buyers have no idea what Reax, SAHR, or lift reducing body paneling means. They don't care. If the car is portrayed to be larger than life or a fairy tail (if you will) then an interest is peaked.

Remember the acronym KISS? It means 'Keep It Simple, Stupid.' If you make the viewer think, he's already lost interest. The Versus Campaign was the perfect example on why that philosophy doesn't work. I like the current campaign becuase it tells a story, and makes you desire to be included. It is make believe, and causes one to think about exactly what they perceive to be a nirvana, and then associates our car with that nirvana. It's pretty ingenious, actually.

Sorry for the rambling, I could have said all of this in one sentence: "Yep, you're right. I agree".

Cheers,
Brian.

posted by 65.106.25...

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