European consumers broadly agree on the messages they want from auto advertising - but it is important to get the media mix right in each country.
These are two of the key findings from RADAR, an independent communications planning research tool from London-based Initiative Media Futures, the research arm of the media buying and planning specialist network Initiative Media Worldwide.
RADAR surveyed 9,000 consumers across Europe. In car advertising, it found that television is the media of choice for Italians, French and Germans. The British, however, prefer specialist magazines and quality newspapers. Spaniards favor radio.
'RADAR shows how important it is to get the media choice right in each different country,' said Sue Elms, managing director of Initiative Media Futures. 'The cost implications of getting this wrong are staggering.'
Across Europe, 65 percent of consumers said they want car advertisements that grab their attention, making it the top attribute.
Sixty-three percent of those surveyed said they want advertisements to reassure them that the car is reliable.
The third most desired content of a car advertisement is 'detail,' with 61 percent wanting advertisements to provide comprehensive information about pricing and equipment.
Other messages Europeans look for in car advertisements include:
The car or brand offers something new (54 percent)
Has a good image (51 percent)
Is likeable (45 percent)
Is big and well known (40 percent)
Is for people like the consumer (39 percent).
RADAR's research was done in early 2000 in the UK, Germany, France, Italy, Portugal and Spain.