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!

1336337339341342358

Comments

  • Stever@EdmundsStever@Edmunds YooperlandPosts: 39,059
    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:
  • fintailfintail Posts: 32,946
    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: 32,946
    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: 32,946
    Then buy one ;)
  • robr2robr2 BostonPosts: 7,611
    That's it??

    A little tongue in cheek comment.
  • fintailfintail Posts: 32,946
    But still, Audi? They don't really have a leg to stand on.
  • Stever@EdmundsStever@Edmunds YooperlandPosts: 39,059
    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
  • fintailfintail Posts: 32,946
    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.
  • Stever@EdmundsStever@Edmunds YooperlandPosts: 39,059
    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.
  • fintailfintail Posts: 32,946
    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:
  • Stever@EdmundsStever@Edmunds YooperlandPosts: 39,059
    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.
  • fintailfintail Posts: 32,946
    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.
  • Stever@EdmundsStever@Edmunds YooperlandPosts: 39,059
    edited February 2013
    Companies sell ads based on "consideration". It's a valuable commodity and measurable.
  • fintailfintail Posts: 32,946
    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: 7,611
    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.
  • Stever@EdmundsStever@Edmunds YooperlandPosts: 39,059
    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. ;)
  • fintailfintail Posts: 32,946
    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.
  • Stever@EdmundsStever@Edmunds YooperlandPosts: 39,059
    Yep, ads work.

    Sure are a lot of ones that don't interest me that I have to sift through though.
Sign In or Register to comment.