ROCHESTER, Mich. – A breakthrough survey conducted by Foresight Research quantifies the automotive sales impact of print articles and print advertising. Then it compares print articles and print advertising influence to other forms of marketing communications used by auto buyers.
The study shows that the majority of vehicle buyers (62%) are influenced to some degree by print articles, and 45% are influenced to some degree by print advertising. 19% said print articles were a primary or secondary purchase influence, and 8% reported that print advertising was a primary or secondary influence.
“We also noted the influence by vehicle brand purchased and found that BMW, Cadillac, Acura, Lexus, Infiniti, Hyundai and Mazda lead the brands in terms of impact from print articles. Then we looked at the print advertising side and many of the same brands appear. The reason is that buyers are paying attention to both the articles and the ads,” says Steve Bruyn, CEO of Foresight Research.
So, what are the most influential publications? Consumer Reports and newspapers are widely influential but so are some of the automotive publications like – Car and Driver, Motor Trend, Automobile Magazine, Road and Track and Autoweek. “This study proves that print publications still play a role in this electronic era,” stated Bruyn.
The Foresight study also examines the messages delivered to buyers across all forms of communications to determine which channels are most effective at communicating each message. When communicating quality, commentary and reviews, pricing and value, safety ratings, fuel economy and customer satisfaction ratings – print articles and advertising score at or near the top.
The 2009 Print Articles and Advertising ROI Report TM, which includes the purchase influence delivered, the most popular publications used by various demographic groups, and most influential messages comparisons, is now available.
Established in 1998, Foresight Research is a full-service market research company primarily serving the automotive, financial services and health-care industries.
Additional information about The 2009 Print Articles and Advertising ROI Report TM, or the other research reports available from Foresight Research, can be found online at: www.foresightresearch.com
