CAR BUYERS PREFER TV, NEWSPAPER ADS, PRICING INFORMATION FROM DEALERS, ACCORDING TO NATIONAL SURVEY BY THE DOHRING COMPANY, INC.
GLENDALE, Calif., Nov. 16 /PRNewswire/ -- American car consumers prefer television and newspaper ads to help them select an automobile dealership for vehicle purchases and consider price to be the most important message in dealer advertising. This is according to a national survey recently conducted by The Dohring Company, Inc., a Glendale-based market research firm. "Television and newspaper are the two sources American automotive consumers most prefer for dealer advertising," said Doug Dohring, chairman and chief executive officer of The Dohring Company. "Because of its strong audio and visual impact and easy accessibility, television is favored for dealer advertising by prospective new vehicle buyers," said Mr. Dohring. The researcher noted that television allows dealers to reach a broad audience and is especially effective for promoting sales events. "Consumers report an equal preference for dealer advertising in the newspaper," Mr. Dohring said. "The newspaper is effective because it accommodates more information than almost any other form of mass media. Plus, it allows consumers to spend as much time as necessary to review product and price data. Having adequate information about the car and the dealership is very important for consumers when they are considering a major purchase like a new vehicle," said Mr. Dohring. Mr. Dohring said that the effectiveness of television, newspaper and other advertising media with automotive consumers can vary greatly, depending on the locale of the market and the composition of the targeted audience. "What works for a Ford dealer on Long Island probably won't be effective for a Mercedes-Benz dealer in Austin, Texas, and vice-versa," said Mr. Dohring. Auto consumers were read a list and rated (in rank order) their preferred media for dealer advertising as follows: CONSUMERS' MOST PREFERRED MEDIA FOR AUTO DEALER ADVERTISING Television 65.7 percent Direct mail 33.3 percent Newspapers 61.6 percent Yellow Pages 32.7 percent Magazines 49.4 percent Billboards 30.5 percent Radio 37.6 percent Video cassette 24.5 percent TV infomercial 35 percent Computer diskette 16.5 percent PRICE IS KEY CONCERN In the same poll, consumers also indicated that the five most important messages a dealership should include in its new vehicle advertising are: price (62.8 percent); vehicle options (25.8 percent); vehicle selection (16.9 percent); specific information on vehicles (10.2 percent); and service department information (9 percent). "When it's time to purchase a new or used vehicle, most automobile buyers become extremely sensitive to price-related issues, such as the down payment, required monthly payment and trade-in allowance," said Mr. Dohring. Mr. Dohring said that successful dealers will need to effectively address these price concerns, while emphasizing the strengths of the product and, especially, the services and professionalism of the dealership. Survey respondents also listed the two most important things a dealer should include in used car advertising. The top five responses were: price (45.3 percent); vehicle history (22.6 percent); vehicle mileage (20.5 percent); warranty information (14.1 percent); and vehicle options (13.3 percent). Mr. Dohring said that most new and used vehicle buyers will utilize dealer advertising to assist them in buying decisions. The keys to successfully reaching buyers, the researcher noted, are identifying and addressing the specific concerns of the local market, using the most effective media outlets, and timing ad campaigns to best suit the habits of the dealer's particular segment of the market. "With parity in vehicle quality becoming more evident in the auto industry, the value that the dealership itself brings to the purchase will become more of a deciding factor for the consumer," said Mr. Dohring. "And advertising will be the most effective way to communicate this value." The national study was recently conducted with a sample from all 50 states of 1,246 consumers who intend to purchase a new or used vehicle from a new car dealership. The proportional random sampling accurately portrays the attitudes of the U.S. car-buying public within a margin of error of +/- 2.9 percent. The Dohring Company, Inc. is North America's largest provider of market research to the retail automotive industry. The company has conducted over 1,800 research projects for individual dealers, dealer advertising associations and automakers. This year, The Dohring Company will interview over 150,000 automotive consumers. -0- 11/16/93 /CONTACT: Diane Korringa of The Dohring Company, 818-242-1600; or Eric Hood of The Hood Group, 313-433-9651, for The Dohring Company/
CO: The Dohring Company ST: California IN: AUT ADV SU:
SM-DC -- DE016 -- 5011 11/16/93 11:06 EST
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|Date:||Nov 16, 1993|
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