Marketing Forecast from Ad-ology

In the past decade, automakers broadened their strategy to reach ethnic audiences. Manufacturers typically hired separate agencies to develop ad campaigns to promote their vehicles to African-Americans, Asians and Hispanics. But the recession changed all that. Last year, automakers cut marketing and the cuts extended to the ethnic demographics. While general automaker advertising dropped 13% overall in 2009, the budgets for Hispanic TV, magazine and radio shrank by 38% and spending in those same categories when targeting black consumers dropped 18%.

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?

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.

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.

More motor oil buyers than ever before reported making their purchase at a special discount price, according to The NPD Group. 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.

A key aspect of any auto manufacturer’s marketing mix is the auto show. These events have long served as showcases where manufacturers can tout their latest designs for reporters and consumers. But given the expense required to participate in an auto show, can a manufacturer expect a return on investment?