Mediarisk runs periodically its own research projects, the TV Pool surveys, to answer questions like the one above.

In March-April 2015 we observed two distinct cases: One car brand went for a strong burst of approximately 1,000 GRPs, and for the next 30 days period remained silent. The second went for a moderate campaign of 370 GRPs, which was repeated in the following 30 days. The table contains all the performance data: The first brand immediately after the strong burst, achieved an Ad Awareness of 22,5%. And the second 15,7%. The interesting part comes immediately after. The first brand did nothing to maintain its momentum for the following 30 days. And although the Ad burst was surprisingly strong, Ad Awareness went down to 8%.

The second brand went for continuity, with approx. 370 GRPs in both monthly periods. Gained an Ad Awareness of approx. 15%, which it retained almost intact at the end of the second month. Its planning secured more mileage…

2 cars

Mediarisk brainstorming came-up with the following set of possible explanations:

·       The market has become too narrow because of the financial crisis, at about 15% of what it was up to 2008. Thus, since only a very small part of the target audience was out in search of a new car/ Interest in the old A I DA* communication model was small.

·       Advertising Decay: Was too steep for a silence interval of 30 days, steeper from what we have observed in other categories.

·       Durables are connected with long decision processes, so the lack of continuity was a lose end for the first brand campaign.

·       Furthermore, luxury car brands are addressing a more mature clientele, who will not change their car brand affinities overnight. It is not an impulsive process, but a long term effort to influence these consumers.

·       Again, the luxury segment is extremely thin in Greece. Thus, if first point is correct, then the same conclusion gets stronger for the luxury brand: Too small an audience to use all resources simultaneously, without any subsequent maintenance.

·       How much to spend? Most probably 350 GRPs would suffice to retain the Ad Awareness level gained for the second monthly period, as witnessed on the table by the second car brand. Or alternatively, the 1,000 GRPs (same expenditure) would work better on a distribution of 700/300 in the two periods.

*AIDA stands for Attention, Interest, Desire, Action

As usually, sales will offer the last verdict:

Brands

 

What we have here is the number of cars sold, as reported on the car importers’ site: 33 cars of the particular model advertised were sold during the campaign month. And 241 cars of the brand in general. On the subsequent month, we see that the model responded to advertising and 51 out of the 290 cars the brand sold, were the particular model. This increased the participation in sales of the model, from 13.7% to 17.6%. But as we see next on the table, the gains for the model were only temporary. The subsequent month, without the TV advertising support, the model represented again the usual percentage around 13% (12.7%).

Then in August, in a period that capital controls were imposed, that the uncertainties of the political & economic situation in Greece inflamed, people turned to invest economies in jewelry and cars. Especially of the luxury segment. But although the brand increased volume to 300 cars, the model represented again its usual 12.3%.

Conclusions: The luxury model proved that was responsive to TV advertising. But it doesn’t seem that the 1,000 GRPs of pressure applied was the best advertising support. Both tables suggest that continuity was definitely the ingredient in the recipe that should not be neglected.

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