Newspapers play an important role in the consumer decision making process involved with purchasing a new car, according to research commissioned by Ads24. The Path to Persuasion findings reveal that newspapers combined with television form an ideal marketing mix for the automotive sector.
The Automotive category formed a part of Wave 1 of the Path to Persuasion in 2011 and was comprised of a sample of 196 respondents across all ethnic groups. It focused specifically on 4×4/SUV car brands. The top of mind automotive brands included Toyota, Nissan and Land Rover in the 4×4/SUV category.
In the automotive category the role of newspapers in a newspaper/television mix is particularly effective in the introduction, information, comparison and persuasion phases of the Media Path to Persuasion.
While the internet’s role in this sector is significant at the comparison and persuasion phases the overall results showed a close relationship between the respondents interviewed and their relationship with newspapers. While the internet’s role in this sector is significant, the research found that respondents tended to have a heightened relationship with the motoring sections of their newspapers.
For more information on this and other Path To Persuasion research insights visit www.ads24.co.za
