Pg 1

Motors advertising in National Newspapers

Driving customers to the next stage of the car purchasing process

September 2006

Pg 2

Content

Motors advertising in National Newspapers – The Issue

How do they feel about buying a new car?

How do they feel about car advertising?

What can newspapers do for cars?

Pg 3

Mismatch exists between press car advertising and consumer’s mindset and attitude to buying a car

Buying a new car is exciting Can be over-whelming,

difficult and complex But end result is often a joy

Press car ads are often seen as boring Formulaic, lifeless and dull

TV getting better and better

Press car ads often talk to the dry, information-rich part of the process only, and don’t reflect the way people feel about cars,

or how they approach buying themselves a new one

I can’t think of a good quality press

ad I’ve seen for a car

Pg 4

Belief that newspaper car advertising is not creative or inventive enough

Falls short of TV/magazine

Lack of inventiveness is a let-down

Just what you expect

Too long-winded

Very surprising that they are not more inventive or creative when you

look at what they do for a 40p bag of sweets

It isn’t considered enough how the format of the page itself can be used (to stand out and

look different)

They’re not clever enough

Less is more, (don’t want) a

feature dump on 50 different features.

One thing.

Pg 5

Buying a (new) car must meet 3 imperatives

Getting the decision right when buying a car is very

important, to men and women in 3 areas Practicality

Emotionally

Financially

Information on price, deals, specifications,

features

Pg 6

In car buying, decisions are both emotional and rational

Options are narrowed down into a shortlist ahead of deciding

But buyers do not ‘get all rational’ at the end of the process

As they approach the point at which choices are being made, buyers are thinking about how much they like the look and feel of each car

as well as costs and extras

Physical

Sensual Visual

Emotional Rational

Pg 7

Liking the look of a car is vital

Is it visually appealing, rewarding, enticing in itself?

Men and women talk about cars they may consider in the same language as they might talk about someone they are attracted to

‘Can I see myself in it?’

If I don’t like the way they look, I’m

not interested

It’s looks first

Three cars I fancied

Pg 8

Liking the feel of a car is vital

Cars are part of the big things in life for many people, whatever their personal level of interest in them

They can be a form of self-expression to others

They can tell you about yourself

They can be a factor affecting your perceived quality of life

Pg 9

Cars reflect their ownersWomen - an expression of personal style

How it looks in her life

How she looks in it

Contributes to how she feels

But at the end of the day, it is ‘just a car’ i.e. practicality

A car is like a handbag

It gives you confidence You’ve got to

look good in it. Feel good when

you get in it

My car is vital to my life running

smoothly

Women haven’t got time to be that into cars

Pg 10

Cars reflect their ownersMen - sensation and mastery

Performance tool

Personal pleasure

Many senses gratified

Seen as ‘work of art’

Driving fast and well is a joy

Controlling the machine is a thrill Toys for

boysA boy thing

They are beautiful

Really love cars as driving machines

Pg 11

For both, it’s about different sorts of status

Women tend to make themselves fit peers rather than lead Belonging, keeping up,

comparing well to others Feeling good about that Getting a job done

Men ‘measure’ each other and themselves by what they drive Externalised = symbol of

status/power/achievement related for men

Internalised = personal pride, pleasure, chart and enjoy own progress by which car driven, aim to rise up car ladder

For a man it’s his ego, it’s testosterone, his maleness,

his status

(A car) is an overt signal of

how much they earn,

how fast and wild they are

in life

My car is a reflection of who I

am and how I want to be seen, in the same way as my clothes are

My car is a reflection of my success

Women haven’t got time to be that

into cars

Pg 12

Yet much car advertising assumes people decide which car to buy in a linear process

Which cars would I

consider, or aspire to?

Make choice via trying out options

for best drive

Shortlist: compare

features/deals

TV(Brand values)

Press(Information)

Dealer(Trial)

Pg 13

The human ‘purchase process’

Do I like the look of this car?

(brand & model)

What can I find out

about this car (price & deal)

Do I like the feel of this car? (brand & model)

Will it fit with my life? Will it do what I want

it to?

‘Purchase process’ is multi-facetted

Broadly covers various areas, but not chronological stages

Gather information from multiple sources

Add it to layers of own pre-conceptions

Compare and contrast it all

Blend it all mentally

Brand is important from start to finish of the decision

They may go back and forth

Pg 14

Where the areas of investigation get answered

Like the look of a car

Find out info on it, compare to others

Glass’s Guide

Model brochures obtained from dealers

Ask peer groups or known ‘experts’

Seen other cars Visit dealers Press editorial

Internet Specialist car magazines

Insurance group and cost Fuel consumption, cost of

parts and servicing, performance

Process of translation – deciphering product

In reality, colour, feel solid/safe/plastic, smell

AA etc. checks for safety, reliability, soundness

Advertising

Get feel of car, will it fit your life

Can I see myself in this brand and model?

Visits to dealer, sit in it, test drive, comfort, fit lifestyle

Accumulation of impressions formed over a long period

TV Press Posters

Press Advertising

Pg 15

Amount of information makes decision balloon into numerous sub-decisions

This can affect a decision already made or rule something out or in

Finding out and evaluating this much information: Takes a long time Often feels like a burden Often feels overwhelming Is often not enjoyable

Even amongst car-lovers

Budget Insurance cost Type/size (fit what I need) Important features Reliability Mpg/performance/C02

emissions Age Extras Costs of parts/servicing Depreciation Finance packages Special offers Driving experience Parking Colour/trim/interior Best deal for me

It’s over-whelming, all the

added on bits

Stressful..oscillating between

them

Really confusing – you get side-

tracked

Want it to be perfect

It’s all consuming

It’s two weeks non-stop surfing

Too many options

Pg 16

Process can be slow or relatively quick, but has often really taken years

Final analysis on which model from which brand usually takes months or sometimes weeks

But the brand decisions are built up over years of exposure to the car market: for men most, but for women too

The overall process takes different amounts of time, where there are different levels of expertise and interest

Pg 17

(%) by Age

14

36

50

18 - 34 35 - 54 55 +

19

29

52

22

20

58

Source: BMRB/Motors Aug 06 – Base: All who currently drive a car (998)

Same

Different

Don’t Know

Brand loyalty – whether the same make will be bought again

18

28

53

All

Pg 18

Different processes: Car mad vs. Car neutral

Car mad men No real beginning Always assimilating information Comfortable, pleasurable

territory In a state of continual

assessment or of constant browsing

Quicker when need to buy Already know what they want More closed minds, more brand

baggage

Car neutral women/car neutral men Whole thing feels like maze Full of alien jargon and acronyms A project: defined period of time,

starts with need - ends with car bought

Tend to be slower Considers broader range of

options More open-minded, brand wise

Brand is vital to both groups: to permit (for men) or to facilitate(confused women) consideration

Pg 19

Attitudes to buying a new car

How they felt when making the final decision on which new car to buy

The car was right for me and fits my

lifestyle

Buying a car is a major purchase

and it is important to get the decision

right

It was basically the right price for a car I felt

comfortable with

The technical detail was

important to me and a key part of my decision

I really enjoyed choosing which

extras to have e.g. colour, stereo,

upholstery

It was the look of the car that

made my decision – I

could see myself in it

It would be helpful if the information

explained the benefit of the

features better

There was too much technical

jargon

99%

Source: BMRB/Motors Aug 06 – Base: Respondents who have bought a car in the last 3 years (582)

97%94%

85%

73% 71%

63%

42%

Pg 20

Source: BMRB/Motors Aug 06 - base: All respondents (1000)

Attitudes to cars

Women

Men

My car is a reflection of who I am/how I want to be seen

I want to feel proud of the new car that I choose

My car makes my life less hassle and more fun

I like the mechanics of driving well/I like

to feel I am driving well

My car is a reflection of my lifestyle

My car is vital to my life running smoothly

I would only buy a car that I felt

was visually appealing

I feel excited when I’m looking

to buy a new car

Buying a new car is exciting but

can feel difficult – so many decisions

I’m not hugely interested in reading about

the technical aspects of the car

I think you know when you sit in the car

if it’s right for you

I want to feel good when I get in my car

58%

86%

92%

61%

88%

90%

86%

90%

64%70%

86%

81%

% = % of women agreeing with statement

Pg 21

Responses to car ads where there are significant differences– Saab unleashed - gender

Source: BMRB/Motors Aug 06 - base: All respondents reading newspaper (621)

Men

Women

Like the way the car is

photographed*

Just the right amount of

information

Make me want to find out more

about the car

Made me want to buy the car

Makes me want to read it

Catches my eye

Looks boring

Doesn’t hold my attention

% = % of men agreeing with statement

14%

32%

20%

44%32%

23%

50%

40%

Pg 22

Importance of the brand

Brand colours decision from start to finish

If the brand is not appealing, the model is not considered

Model always representing the wider brand: Buyer wants to feel happy with and good

about the brand all the way through

Fluid process, not brand-info-deal There is to-ing and fro-ing, ruling in and

ruling out, giving up and starting again

Brand-rejecters seeing ads from such brands say ‘X brand, no thank you’ and turn the page, without getting as far as the model story in the ad

Pg 23

Car advertising does not need to look like newspapers used to look: unmemorable, un-involving

and generic format driven ads

To engage human blending process buyers are engaged in: Answering physical, sensory,

visual, emotional and rational questions

Needs to be specific Needs to fit mindset Sow the seeds

Newspapers have changed, but has car advertising?

1984newspaper

2006newspaper

Pg 24

What can newspaper advertising do for car advertisers?

Make a reader feel closer to a marque

Reconsider a certain marque

Reinforce brand impressions created in other media

Announce a new model

Announce a specific deal

Newspaper medium itself does not dictate message or approach – can be flexible and can present potent, original ideas

It is the natural home for ‘news’ objectives

Pg 25

Reader seeking to be moved by a car ad, to be made to feel, not just think

Despite being in an information-rich medium, readers do not see their response to car advertising as ‘rational’

When they see something new that they like the look of, they imagine themselves in it

Updating their mental map of market via advertising and editorial

Not only to compare features and performance, but to put themselves into the experience and brand

It’s not rational for me, it would pretty much just be the image that would get

my attention

For really sexy images, you might spend more

time, because the image appeals

Very useful for seeing what it looks like. (Advertising is) so misleading on price and I

don’t read the small print

I’m not going to stop and read the detail.

I’m reading the paper

Pg 26

Remember different ads

Different responses to the same ads Apart from when ads had strong ideas

with more universal appeal

Personal motivations are different so advertising involvement is different Women often reject the norm Men reject it too unless they are very

impressed by the model or are close to the brand

Men and women react differently

Pg 27

Men and women want different things fromcar advertising

Women find it less interesting… But really want to like the look of it Regret lack of emotion and life in

newspaper car ads Reject acronyms, jargon they don’t

understand and not naturally interested in

Want to be talked to as women, see more car ads doing this and welcome it

Want to identify with car: who will I be in that car?

Call for originality, creativity, simplicity, practicality

Information they need: tell me how it is better

No interaction, nobody actually

using them

What is a torque?

Esoteric without even the basic information

Pg 28

Men and women want different things fromcar advertising

Men however, want to dribble… Want to be seduced by what they are

looking at To really fancy a car Want to enjoy looking at it Want to know why it is better To put themselves in the picture To imagine what its like to drive What its like to be getting that kudos

Toys for boys

They are beautiful

My car is a reflection of my success

Pg 29

The mindset that advertising is working against

Which cars do I fancy?

Who do I want to come across as in this car?

How do I want to feel in this

car?

How does it feel in here

How much do I like the look of

this car?

What’s it like to drive?

What does this car give me for

my money?

Can I see myself in one of those?

Pg 30

Which is why much press advertising fails to engage

Can I see myself in one of those?

Which cars do I fancy?

Pg 31

What do many newspaper ads do in these territories?What could they do?

Another given, but not often attempted

Who do I want to come across as in

this car?

How do I want to feel in this car?

How does it feel in here

How much do I like the look of this car?

What’s it like to drive?

What does this car give me for

my money?

Could do these. A few do

What do I think of this brand

The norm, but often generic

Already done successfully by some

Pg 32

The ‘norm’ leaves men ambivalent and women cold

Men see norm as uninspiring: Women see norm as boring, alienating, frustrating Very similar looking Expensive looking Technical, ‘showroom things’ type

ads Or visual which for women are

samey and dull A missed opportunity

Picture of car, some slogan if there is a slogan

associated with it, the official fuel figures,

insurance group and the smallest thing right at the

bottom: the price

Just the front of a bonnet of a car

We eat with our eyes first

Always a silver car

Just a picture of a car

Pg 33

What does this car give me for my money?

In press advertising, often currently: names of features, specifications, prices, special deals Generic: hard to own as cars become better

and more similar Intrinsically only interesting to car-loving

men A foreign language to women Hard to get a handle on: what does it mean

to me? Hard to master: buyers feel the more they

find out the more there is to know, the harder it becomes to decide

Providing pure information adds to this feeling and reflects the part of the process which is least enjoyed

what is EBD?

I don’t think anyone would actually

know what their C02 emissions were

to start with!

Pg 34

What does this car give me for my money?RAV4 XT-R

Men Eye-catching, distinctive visual

approach for many by making the ad look very different to the rest of the field

Clear idea- Frankenstein, mysterious

- Super natural, slightly demonic feel

- Masculine, aggressive

Achieves brand fit for non-rejecters

Women Futuristic, sci-fi feel works

- Especially younger

Light device impactful for many Clarity of specification and of features

applauded, and seen as unusual in the market

Conveys exactly what

you’re getting

Because they make

special cars…a lot more going for it, a lot of extras

Pg 35

What does this car give me for my money?

Could also be done in the press via end benefits The car that gives you room to turn

around on the front seat because the handbrake is on the right hand side

The car that you can tell to play James Blunt

The car that tells you before you hit the bollard in the car park

The car you can fit 14 bags of Tesco’s shopping in

Pg 36

Like the way the car is

photographed*

Just the right amount of

information

Make me want to find out more

about the car

Made me want to buy the car

Makes me want to read it

Catches my eye

Looks boring

Doesn’t hold my attention

Responses to car ads - Pricing

Source: BMRB/Motors Aug 06 - base: All respondents reading newspaper (621)

Citroen

Renault

Toyota Verso

Toyota Rav

% = % agreeing with statements for Toyota Rav4 ad

64%

23%

53%

46%

72%

16%7%

76%

Pg 37

What’s it like to drive

Many variations on same theme: Descriptions or copy reference to

drive-related features Men who love cars can and do

decode – women lost and found boring

Risks sounding the same after a while to all

Visuals of open roads, bends, mountain terrain, beaches

Pg 38

What’s it like to driveSaab

Resonates strongly with men, but few women:

Men Look at this ad and know how it feels to drive Language (‘unleashed’) and visuals (dark,

brooding, elegant) all stem from how men feel about cars

Awareness raiser Visual route of seduction, revealing some but

not all of the car

Women Left cold, bored and unimpressed, although

positive towards Saab Dark, black approach feels menacing and

unappealing Visual of car mostly unexciting Not right mood, type or personality women

want Elements of body copy incomprehensible

It’s a beast

Don’t want growling power,

want life and fun

Unleashed – it’s

primal

Here’s a car in a

showroom

Pg 39

What do I think of this brand? Citroën ‘Happy Deals’

Newspaper ads for cars can help with brand reappraisal

Building on TV and moving perceptions of brand and user imagery via typeface, and feel of art direction

It seems like they’re trying to make Citroën like a younger brand aswell, I always considered Citroën as an old

people’s car, but they are really jazzing them up. They’ve changed

their image and they’re really appealing now to a younger age

group

Relaxed

More fun

Pg 40

What does it feel like inside this car?

Can I see myself in this?

Getting the feel of a particular car working out if it will fit your life

What does that colour look

like in reality?

Am I comfortable with the gear

box?

It was really basic

inside

Felt tiny, thin, I want to feel solid, secure

and protected

It’s vital, I spend 3 years in it, 5-6 hours

a day in it and it’s got to be right

You want it to feel solid: just the sound it makes when you shut

the door, you could tell whether it’s a Peugeot

or an Audi

How many bags of shopping can I fit

in the boot?

I’ve got to have all the bits, the

drinks holder etc

I felt really little in this car. I

want it to feel safe, solid

It feels right, just from

sitting in it

A lot of work for the buyer to do: press

advertising can talk about these areas to build

commitment to models and marques

Can I fit the kid’s bikes in

the back?

Pg 41

How do I want to feel in this car?

Newspaper ads for cars commonly list features that provide the feelings, rather than evoking the feeling that the reader relates to e.g. Safe, protected Powerful In control Free Adrenaline rush Superior to you Impressive Stylish Self-confident

Pg 42

How do I want to feel in this car?Vauxhall

You’re not going to get taken for a

fool, because this guy’s not

taken for a fool

World’s most famous

referee

A perfect fit

Looks expensive, like they’ve gone to a lot

of trouble

Broadly positive amongst men in the relevant market

Idea of putting cars as heroes in stadium liked by football-keen tabloid readers

Visual comes across favourably even amongst brand rejectors

Imagery often seen as striking

Potent fit for target market with sport section

Creates a story in your head

Feeling of authoritative control

Overall: powerful, manly feel

Pg 43

How much do I like the look of this car?

Press ads which present cars in a workman-like fashion, create a feeling of being let down

To real car lovers, some cars are works of art

Buyers want to love the look of their new car, whatever their budget

How good a car looks = an aesthetic, as well as social/self-identity perspective

It’s the shape, the style, the

colour

It’s about looks

It’s about what you fancy

Audi A6 – that’s a real

looker

Phwoar

Pg 44

Make the cars look good

Pg 45

Make the cars look expensive

Pg 46

Make the cars look fantastic

Pg 47

Responses to car ads - branding

Pg 48

Different roles of motoring sections

Entertainment and general information: part of the pleasure for men of being interested in cars

Men Enjoyed as part of normal read Place they took pleasure turning to Able to ‘top up their knowledge

bank’ about cars Editorial fuelling dreams Useful during purchase to see what

deals are from the ads, use small ads to look at prices

- Editorial less useful to decision process than for women, since men already know much more

Pg 49

Different roles of motoring sections

Women Only read when in process of

deciding about a new car Looking for inspiration and

understanding Motoring pages help via

information, insight, prices Or after they have bought a new

car- Become more interested in them

- A way of keeping up with their investment, with ‘car fashion’

- As people with houses are when they are not in the market

Purchase-related interest, becoming better informed

Pg 50

How often motoring section/pages read

Source: BMRB/Motors Aug 06 – Base: All reading national newspapers (617)

Every week/ Most weeks

56%

Now and then/ not often

40%

Never 5%

Pg 51

77%

Reasons for reading motoring pages/sections

68%67%

60%

58% 58%

Source: BMRB NMA Motors; Base 563 all reading pages/sections/car purchaser/intender

In order to find out about

different sorts of cars, how

they compare to each other

For expert insight and information

In order to keep an eye on what is new and what

is fashionable with cars

Because I’m very interested

in cars and I like to make sure I know

what is going on with the market

So that I know where my car

stands in comparison to

others

For fun As a useful way of building up knowledge of

cars, as I feel I don’t know a

great deal about them

57%

Pg 52

Strong sites for car advertising in newspapers

Two main options were welcome and relevant

Also reflected two key requirements of motors market Focus on news element of launch by

being high up in main news sections Create fit with create route/strategic

message via siting in most synergistic part of newspaper

- e.g. Vauxhall New Vectra/Signum in sports pages with Pierluigi Collina

- Potential for creating similar flow for women where car advertising is addressing style/identity motivations via siting in fashion, beauty and style sections

Pg 53

Newspapers and TV: perfect partners

Adding newspapers to TV provides:

Complementary audiences

Harder working ads, because people pick up on the newspaper and TV ads in different but complementary ways

Reinforcement of brand messages, by triggering the emotions and enjoyment of TV campaign

Cost-effective campaign extension, by freeze-framing the key point of the TV ad, while communicating extra information

Increased depth of understanding, because the reader is engaged

Pg 54

National Newspapers can compensate for inherent weaknesses in commercial TV

TV TV + Newspapers

Source: BARB Jan-June 2005/NRS Oct 04 – Mar 05

Women TV & Newspaper Delivery Indexed Vs Population

Men 18-24 35-44 AB25-34 45-64Women

112 111

89

77

111

131

117

107

103

120

68

88

94

100

C1 London

87

106

86

146

Pg 55

Examples of TV under-delivery vs TGI brand profile

London

17-24

25-34

Source : TGI/BARB 2006 – Base: All Adults

35-44

45-64

Vauxhall Zafira 66BMW 1 Series 77

Honda 80Renault Scenic 82

Peugeot 107 83Ford Focus 86

Vauxhall Corsa 61Renault Clio 75

Honda 77Peugeot 107 79

VW Passat 60Kia 69

BMW 1 Series 71VW Golf 71

Ford Focus 76

Vauxhall Zafira 47Audi RS4 58

Peugeot 407 60Renault Scenic 62

Ford Mondeo 82Toyota Yaris 85

Citroën Xsara Picasso 88BMW 1 Series 90

Pg 56

Examples of TV under-delivery vs TGI brand profile

AB

C1

Source : TGI/BARB 2006 – Base: All Adults

BMW 1 Series 40Toyota Yaris 45

VW Golf 49Mazda RX8 50

Honda 52Discovery 55

Ford Mondeo 58Citroën Zsara Picasso 58

Renault Scenic 70Peugeot 407 77Vauxhall Zafira 80

Renault Clio 79Ford Focus 85

VW Passat 86Vauxhall Corsa 89

Citroën Xsara Picasso 90Honda 90

Peugeot 407 92

Pg 57

What is the effect of car advertising in newspapers?

Buyers do not go from TV ad to press ad to dealer to purchase

Direct effect of relevance, motivating car press ads depends where in process each reader happens to be

Rarely described as having effect of imminent dealer visit

Often described as ‘sending you onto the next stage’ What that stage is depends on where you are in your process, what you have

found out about other options Means finding out next piece in the puzzle

Pg 58

The opportunity for newspaper car advertising

Like the look of a car

Find out information on it. Compare it to other options

Currently newspaper car advertising mostly aiming to deal with: Like the look Find out the info Make the deal

Get the feel of a particular car. Work out whether it fits your life. Check that it fits your purpose. Find out how you fit in it – does it suit you?

Make the deal

Pg 59

Newspapers send car buyers to the next stage

A strong car ad moves people on to the next piece of the jigsaw:

Getting on the shortlist People seeing a newspaper campaign for Toyota Avensis were three times

more likely to place the Avensis at the top of their consideration shortlist

Driving people to the website A newspaper campaign for Vauxhall Tigra created a 39% uplift in unique

visitors to the Tigra website pages

Providing a financial incentive Price ads that are also creatively engaging provide a stronger motivation to

seek information and desire to purchase