Peugeot is spending A37 million in Europe this year on the launch of its 607 flagship. The company expects to sell 45,000 units across the region during the first 12 months of sale.
'Television is only being used in France,' said Peugeot's Paris-based public relations executive Martin Alloiteau. That reflects the importance of Peugeot's home market. 'Elsewhere we will use print only. TV does not approach the 607's target audience, while print does.'
The decision on whether to spend on TV or print 'depends on what you are trying to do,' said Chris Brown, advertising director at Honda Motor Europe. 'TV and print do different jobs. If you are trying to maintain the sales of a successful product during its life cycle, then print is the perfect medium.'
But Brown added: 'If you are trying to inject emotional values into a brand you will be hard pressed to achieve this in print.'