A car is only as good as it sells. That is why car manufacturers take efforts in the way they advertise their cars.
One marketing strategy is to showcase one’s car in a motor show. Some of the more famous motor shows in the world are the Detroit International Auto Show, the Tokyo Motor Show, and the currently ongoing Geneva International Auto Show. These events offer a place for car makers to strut their stuff to the media, to automotive experts, prospective buyers and the general public.
While events such as the aforementioned motor shows offer a place for auto makers to show off their goods, a limited number of people can really afford to come and see the show.
Another way to sell cars is through ad campaigns using the media and the Internet. Scion, the youth brand of Toyota, is the foremost car maker to use Web ad campaigns in the hopes of attracting the younger generation who are more commonly linked to the Web.
Car makers also launched ad campaigns on newspapers and the television. Different approaches have been used by the players in the auto industry to sell their vehicles. Volvo, for example, launched a Freewill ad campaign to promote their C30 and their ad centers on the love it/hate it story line.
Another approach being used on ad campaigns is the Challenge strategy. Ford is currently using this approach to promote the Ford Fusion.
In connection with the way ad campaigns are shaping the auto industry, IAG Research, the ad effectiveness TV ratings company, has announced that they will be giving advertising awards to car makers in connection with the forthcoming New York International Auto Show on April 4. The finalists for the advertising awards have already been announced recently. There are five categories in all and the awards are based on viewer response collected by IAG from more than 20 networks.
The finalists for the Most Effective Overall Ad for non-luxury vehicles are the Ford Escape Hybrid, the Volkswagen Jetta and the Volkswagen Passat. The Ford Escape Hybrid ad features Kermit the Frog who talks about being ?green?. The Jetta ad, meanwhile, features an African-American male asking a white Jetta owner to teach him how to dance. And the VW Passat’s ad features women in the sedan being hit by another car.
On the other hand, the finalists for the Most Effective Overall Ad for luxury vehicles are the Lincoln Navigator, the Lexus LS 460, and the Hummer H3. The Navigator ad features Miami Heat superstar guard Dwayne Wade helping to build an inner city court. For the Lexus LS 460, the company opted to highlight the no-hands parallel parking ability of the luxury car. The Hummer H3 meanwhile was turned into a submarine by a man in its ad campaign.
Another category in the advertisement award is the Most Liked Ad both for luxury and non-luxury vehicles. The finalists which have captured the attention of audiences just like a Nissan brake shoe attracts the attention of auto enthusiasts are the Honda Pilot, the Jeep Wrangler and GM’s ad for their warranty. The Pilot’s ad features a troll stopping a family in the said SUV. Meanwhile, a lizard stares down at the Wrangler in the ad for the SUV. Cars flying above the street are featured on GM’s ad for their warranty.
The IAG will also give out an award for the Most Effective TV Launch Campaign for an Established Nameplate. The category’s finalists are the Nissan Sentra, the Lexus LS, and the Volkswagen Passat Wagon. The last category is for the Most Effective TV Launch Campaign for a New Nameplate. The finalists of the latter are the Dodge Nitro, the Nissan Versa, and the Toyota Yaris.