Howdy, Stranger!

It looks like you're new here. If you want to get involved, click one of these buttons!





Car Commercials, the good, the bad, and the annoying!

1223224226228229240

Comments

  • steverstever Viva Las CrucesPosts: 40,841
    edited February 2013
    Do people actually "consider" cars via superbowl ads, or is that just marketing shtick?

    Yesterday when the ads ran, someone back in the home office would watch the traffic and measure the brand spikes and tweeted about the numbers.

    So, the ads generated interest, maybe in cars people hadn't thought about before, and they hit the net to research them. Who knows if they'll buy a Genesis, but more people got their interest whetted.

    Looks like AutoTrader got similar results by the way.

    I think you can go to Twitter and enter @audi or whatever to get to those tweets. Oh, entering https://twitter.com/Audi should work.

    Just don't ask me if marketing works. :D

    Moderator
    Need help navigating? stever@edmunds.com - or send a private message by clicking on my name.

  • fintailfintail Posts: 33,806
    Let's say 35K on the road. For a Sorento. The value equation is eroding.
  • fintailfintail Posts: 33,806
    VW owns Wolfsburg (which isn't where Audis are built, of course). Kind of an apples to oranges comparison there when Audi is the key.

    Here's a story about the tweet
  • fintailfintail Posts: 33,806
    So it is just raw numbers of a word used in a tweet? Hard to call that "consider", but then again, all of us who have studied at least a modest amount of statistics should remember the three types of lies :shades:

    If I sent out a tweet mocking something, it sounds like that would be considered "interest" or "consider"ing too. Ad creatives trying to defend their work, more like.
  • ateixeiraateixeira Posts: 72,587
    Maybe if you opt for every single option in the book. It does offer 3 rows, a DI V6, panoramic moonroof, etc. So it's what I'd call a "complete" family car, nothing is missing unless you need a lux badge.

    We looked at a loaded Pathfinder that was $45,620.

    If Kia can do that same for roughly $10 grand less, there's still value there.
  • fintailfintail Posts: 33,806
    I dunno...I "built my own" and checked every box. 42k+, and that's not on the road (WA tax 9%+, paperwork, etc). It might cheaper than some competition, but only marginally so.
  • qbrozenqbrozen Posts: 17,432
    I didn't watch the game, so I just watched them here on Edmunds. The Benz Willem Defoe ad is by far my favorite, followed by the "where do babies come from." Interestingly enough, I remember that the Benz ad was for a Benz, but I have no idea what the babies ad was for. It was an SUV, that's about all I can tell ya.

    '13 Stang GT; '86 Benz 300E; '98 Volvo S70; '12 Leaf; '14 Town&Country

  • ateixeiraateixeira Posts: 72,587
    edited February 2013
    OK, let's see, SX is the bling bling chrome wannabe gangsta package so cross that off your list right off the bat.

    EX V6 AWD, plus Premium and Limited packages, so you have Pano, heated leather, Navi, backup cam, and I'm at $35,850 with freight.

    You'll probably deal down to around $32k if you have any negotiating skills at all. Edit: $31,891 per TrueCar, and that's just an average deal.

    MD tax is 6%, so I'm out of there still nicely loaded for under $34k. Still room to buy 2 iPads so each kid has one, and I'm still under $35k with rear seat entertainment.

    In a Pathfinder that number would start with a 4.

    Ody Touring Elite is $45 grand.

    I think you're going through the same sticker shock that I had a year ago, when I priced loaded Explorers and Durangos at $49k, and an Equinox compact near $40k.
  • ateixeiraateixeira Posts: 72,587
    You didn't see the baby parachute in to the Kia Sorento's gigantic moonroof?

    Man, and I thought that was cool product placement for the panoramic option.
  • fintailfintail Posts: 33,806
    Well, we're talking top of the line vs top of the line, and no substituting a hand held device for an option on another. Nothing gets crossed off. I do imagine there is some easy negotiating on the high models, if they exist much at all (I don't know if I have ever seen one on the road). Point is, the difference isn't as huge as some might imply.

    I am lucky I won't really have that sticker shock, as I don't intend to do any mommymobile shopping anytime soon :shades: I can get a hell of a lot of car for ~40K.
  • steverstever Viva Las CrucesPosts: 40,841
    edited February 2013
    So it is just raw numbers of a word used in a tweet?

    Oh, no, no - the tweets were just a way to rapidly post an analysis of how people reacted to the commercial. Audi would run an ad during the Super Bowl. People would Bing/Google Audi.

    Our guys would watch the page hits back in LA and graph where people were clicking on the Edmunds site (we're usually in the top 5 or 10 hits when you search for a car). Audi hits spiked. Ditto a lot of others after their car ads ran.

    Next time maybe we can get them to cross-post "live" in the forums too. Or maybe next time I'll watch the game and be on Twitter too. :blush:

    Moderator
    Need help navigating? stever@edmunds.com - or send a private message by clicking on my name.

  • fintailfintail Posts: 33,806
    So it isn't really specific content based then, just someone mentioning a term and searching for it.

    Maybe the somewhat hard to believe Genesis data is just people checking on the somewhat tenuous claims of the commercial.
  • ateixeiraateixeira Posts: 72,587
    It's hard to get apples to apples, do they have chrome wheels and a moonroof that size?

    A small moonroof might be $800, but a pano is usually worth $2 grand if it's stand-alone.

    They probably put one SX on the show room floor, but I bet it represents less than 5% of sales.

    difference isn't as huge as some might imply

    That's true, prices have inched upward but for that you're getting a bigger moonroof, a bigger Nav screen, a longer warranty, and basically equivalent everything else (competitors become more and more alike). Heck, most non-lux competitors don't have DI yet, even Pilot and Highlander.

    So you're still getting more for less.
  • fintailfintail Posts: 33,806
    And what are chromes or the pano really worth? A lot of it is subjective. I'd compare top trim vs top trim, and ignore small differences.

    Better warranty, but most don't keep it that long anyway.

    More for less, sometimes a dangerous game to play. Make sure it is more of something nice, and not just quantity.
  • ateixeiraateixeira Posts: 72,587
    I still don't think $34k is a lot of money to spend, it's about average nowadays. The Sorento I spec'd out seems, to this family guy at least, to be far better than average.
  • fintailfintail Posts: 33,806
    Then buy one ;)
  • robr2robr2 BostonPosts: 7,854
    That's it??

    A little tongue in cheek comment.
  • fintailfintail Posts: 33,806
    But still, Audi? They don't really have a leg to stand on.
  • steverstever Viva Las CrucesPosts: 40,841
    edited February 2013
    So it isn't really specific content based then

    Edmunds analyzed Internet traffic during the Super Bowl to gauge which ads resulted in large traffic spikes during the broadcast. The consideration lifts are measured against the average of the previous four Sundays on Edmunds.com. The analysis quantifies how well the Super Bowl ads resonated with viewers.

    The only way you could get more granular is to break it out by different trim lines or zip codes or something like that.

    You know the marketing people back in Stuttgart are all over stuff like this to justify the spending outlay.

    2014 Mercedes CLA-Class Scores Big in Super Bowl Auto Ad Wars

    It's kind of like how some water companies report on how many flushes occurred during commercials or half time compared to the norm for that day and time. :D

    Moderator
    Need help navigating? stever@edmunds.com - or send a private message by clicking on my name.

  • fintailfintail Posts: 33,806
    I find the term "consideration" to be misleading and kind of self-aggrandizing, but I realize that's what marketing departments are all about. Simply googling something isn't "considering" it. Today I looked up a Kia Sorento - not something I would ever "consider" buying, though. If I see a new Genesis in traffic and turn my head to look at it, I am not necessarily "considering" it.

    As you say, to justify the spending, and no doubt the salaries and swag that come along with.

    Introducing a new model (CLA) might not be apples to apples re: touting an existing model, either.
  • steverstever Viva Las CrucesPosts: 40,841
    edited February 2013
    People aren't just googling vehicles. They are actually making the effort to go to Edmunds or AutoTrader and researching the vehicle they saw in the ad. That means reading the reviews and pricing them. And lots more were doing that after the commercial than had the previous month of Sundays.

    Moderator
    Need help navigating? stever@edmunds.com - or send a private message by clicking on my name.

  • fintailfintail Posts: 33,806
    edited February 2013
    IMO, simply checking a price on edmunds or autotrader the same as a google, just not as efficient. Not much real consideration going on, just marketing/advertising people justifying their budgets. When the hot model Genesis takes off in sales, I might re-"consider" :shades:
  • steverstever Viva Las CrucesPosts: 40,841
    edited February 2013
    That wasn't the proposition.

    If you are selling something you have to keep your name in front of potential buyers. Sometimes that takes months or years.

    As I said before, who knows if the marketing works, but the ads are driving traffic. Which must be why the NFL and CBS can sell them for such astronomical prices.

    Moderator
    Need help navigating? stever@edmunds.com - or send a private message by clicking on my name.

  • fintailfintail Posts: 33,806
    Oh, so what is the proposition then? Years? By then, the advertised car will have changed or might not even exist at all. Still don't buy the "consideration" term. "Curiosity" might be more accurate - but it sounds less severe and would gain less money from the accountants.

    Regarding the pricing, there's a lot of ego and prestige in having a product aired during that game, too. It might trump logical decisions.
  • steverstever Viva Las CrucesPosts: 40,841
    edited February 2013
    Companies sell ads based on "consideration". It's a valuable commodity and measurable.

    Moderator
    Need help navigating? stever@edmunds.com - or send a private message by clicking on my name.

  • fintailfintail Posts: 33,806
    edited February 2013
    Yes, it can bring in money to keep paychecks flowing :shades:

    Just a semantic thing, I guess. I see "consideration" as "considering" something. If I look up the price or specs of something I see on TV, I am not necessarily considering a purchase. Just fancy euphemistic term.
  • robr2robr2 BostonPosts: 7,854
    But still, Audi? They don't really have a leg to stand on.

    It was a little corporate dig. It wasn't like they tweeted out: Hey MB - your electronics sucks HA HA #lightsout.
  • steverstever Viva Las CrucesPosts: 40,841
    Then why bother looking it up? That's nirvana for someone selling ads; first hurdle is grabbing your eyeballs.

    I suppose if I was a "car guy", even one with modest means, I'd go research Ferraris instead of checking out fueleconomy.gov. ;)

    Moderator
    Need help navigating? stever@edmunds.com - or send a private message by clicking on my name.

  • fintailfintail Posts: 33,806
    Like I said, curiosity. I look at a lot of things, not just cars, that I don't really want to buy. If something is new or different, it is interesting.
  • steverstever Viva Las CrucesPosts: 40,841
    Yep, ads work.

    Sure are a lot of ones that don't interest me that I have to sift through though.

    Moderator
    Need help navigating? stever@edmunds.com - or send a private message by clicking on my name.

Sign In or Register to comment.