If consumers like the sound of something they hear in an ad, are they more likely to buy? Ads are a complex combination of human voice, music, images and words designed to interact with a  listener’s acculturated experiences and influence aspirations. Some ads achieve their goals while others fall flat. Could the success rate of ads be linked to gender bias based on the voice used? Harris Poll recently surveyed consumers on this topic.

On the surface, some consumers say voice makes a difference:

• Women’s voices are more persuasive: 19%
• Men’s voices are more persuasive: 18%
• Makes no difference: 64%

The typical consumer does make definite associations with specific voices. For example, 48% of consumers say a male voice is more forceful. On the other hand, 46% of consumers perceive a female voice to be more soothing.

The poll also queried consumers on the use of voice when it comes to buying two specific products: computers and cars.

For all consumers, the following voiceover would be more likely to sell a car:

• Male voice 28%
• Female voice 7%
• Makes no difference 66%

For all consumers , the  following voiceover would be more likely to sell a computer:

• Male voice 23%
• Female voice 7%
• Makes no difference 69%

In addition, nearly 1 in 3 men say a male voice is more likely to them sell a car while 1 in 4 say the same for a computer purchase. When measuring women’s responses separately, the survey revealed that just under 1 in 4 women say a male voice is more likely to sell them both a car or  a computer. Based on these results, we can expect to see more auto and computer dealers looking to use additional male voices in their ads.

[Source: Are Consumers More Responsive to Male or Female Voices in Advertisements? Harris Interactive. 12 March 2010. Web  15 March 2010]

Ad-ology Research recently updated their Industry Marketing Insights report for Tire Dealers. The following are the predicted Top 5 Opportunities/Challenges from the report for this industry for the upcoming 12 months:

• Consumers are becoming more knowledgeable about tires’ role in fuel efficiency.
• Some businesses are offering coffee shops and Wi-Fi to attract customers.
• More consumers are relying on do-it-for-me services.
• The price of raw materials continues to drop after reaching high levels in 2008.
• The industry is highly competitive, and warehouse clubs’ share of the market has steadily been increasing.

The Industry Marketing Insights report for Tire Dealers is available on Ad-ology.com (Research Store) for $195 USD with local market data for any U.S. market.

[Source: Ad-ology Research. March 9, 2010]

Ad-ology Research recently updated their Industry Marketing Insights report for RV/Camper Dealers. The following are the predicted Top 5 Opportunities/Challenges from the report for this industry for the upcoming 12 months:

• The delinquency rate on RV loans is notably lower than for other consumer loans.
• Advanced slide-out concepts are emerging as a big trend.
• Attendance at RV shows in 2010 has been higher than previous years.
• Due to the economy, some consumers may shy away from big purchases.
• The housing slump is proving to be a challenge for retirees who hope to sell their homes and live in an RV.

The Industry Marketing Insights report for RV/Camper Dealers is available on Ad-ology.com (Research Store) for $195 USD with local market data for any U.S. market.

[Source: Ad-ology Research. March 8, 2010]

More motor oil buyers than ever before reported making their purchase at a special discount price, reports The NPD Group, a leading market research company. According to NPD’s Car Care Trac, an ongoing survey tracking consumers’ automotive purchases, in the 12 months ending November 2009, 22% of consumers surveyed reported they paid a special or sale price for motor oil, compared to just 16% two years prior.

The latest NPD automotive market research points out that, although consumers who bought on deal come in all “shapes and sizes,” there are some interesting distinctions.  For example, motor oil deal shoppers last year were slightly more likely to purchase full synthetic motor oil than other types of motor oil.  NPD’s Aftermarket Industry Monitor, which tracks point-of-sale data from over 18,000 auto parts stores, finds that full synthetic quart volume increased nearly 9% in the 12 months ending November 2009 versus year-ago. While total passenger car motor oil price per quart increased 11%, full synthetic price per quart was only up 4%, perhaps reflecting promotional discounts.

NPD’s research also reveals motor oil category discounts seemed to be an effective purchase behavior driver. Eighty-one percent who bought motor oil on deal said they specifically went to the store for that motor oil purchase. In addition, those shoppers were more likely to say they would have made no purchase if their preferred brand were not available (15% compared to 11%). These shoppers were five times as likely to say they chose the brand purchased based on an advertisement. Deal shoppers are also likely to be higher volume purchasers – 78% who bought on deal reported buying five quarts or more, compared to only 53% who paid regular price.

“Clearly consumers are looking for deals and offering a deal can increase traffic at retail, encourage trial, or increase basket size,” says David Portalatin, industry analyst for NPD’s automotive aftermarket market research “Manufacturers of automotive products need to understand the particular drivers of purchase behavior in their categories and for its brands to determine whether to offer a deal and how effective dealing might be. Collaborating with retail partners to evaluate the dynamics of each brand and category, manufacturers can craft effective promotions that appeal to their consumers’ sense of value and deliver positive results.”

“Car Care Trac,” and “Aftermarket Industry Monitor,” conducted by The NPD Group, February 23, 2010.  Website: www.npd.com.