The path to per­suade us to buy a new car

Ad­ver­tis­ers are mix­ing me­dia to get the mes­sage across

Weekend Argus (Saturday Edition) - - PROPERTY - STAFF RE­PORTER

ON­SUMERS have been “con­di­tioned” by ad­ver­tis­ers to know where to look for the brand in­for­ma­tion they need when pur­chas­ing prod­ucts and ser­vices.

So, when mar­ket­ing a new car, an ideal me­dia mix was found to be a com­bi­na­tion of tele­vi­sion and news­pa­per ad­ver­tis­ing, ac­cord­ing to Ads24’s most re­cent Path to Per­sua­sion (P2P) re­search.

This was one of the in­sights in the pas­sen­ger cars cat­e­gory re­searched in Wave 4 of P2P that was con­ducted by Freshly Ground In­sights ( FGI) on be­half of Ads24.

This me­dia neu­tral re­search aims to un­der­stand the role that dif­fer­ent me­dia for­mats play in de­liv­er­ing in­for­ma­tion to con­sumers in their path to pur­chase in more than 20 con­sumer prod­uct cat­e­gories.

Vim la Frank, head of Mar­ket­ing and Busi­ness Strat­egy at Ads24, said: “Some me­dia tra­di­tions re­main un­changed and one of th­ese is launch­ing a new au­to­mo­tive ad­ver­tis­ing cam­paign with a TV com­mer­cial on a Fri­day night to in­tro­duce con­sumers to the new car, to cap­ture their at­ten­tion through en­ter­tain­ment and then to fol­low this up with more in-depth in­for­ma­tion, ed­u­ca­tion and a means for com­par­i­son through print ad­ver­tis­ing in the Sun­day news­pa­pers.

“The on­go­ing ob­ser­vance of this mar­ket­ing strat­egy, backed by our P2P re­search, il­lus­trates the ef­fec­tive­ness of th­ese two me­dia for­mats in de­liv­er­ing an au­to­mo­tive brand to the pub­lic,” she added.

The Path to Per­sua­sion (P2P) is a me­dia for­mat mea­sure­ment tool that iden­ti­fies what role dif­fer­ent me­dia for­mats play in de­liv­er­ing prod­uct and brand in­for­ma­tion to dif­fer­ent con­sumer mar­kets.

“The need for mea­sur­a­bil­ity and ‘ em­pir­i­cal proof ’ that me­dia de­liver pos­i­tive re­turns on in­vest­ment is crit­i­cal to the me­dia in­vest­ment de­ci­sion and formed the ba­sis for the de­ci­sion to com­mis­sion re­search

Cthat tracked in­di­vid­ual me­dia against con­sumer de­ci­sion­mak­ing needs,” com­mented Frank. “To date, more than 4 400 re­spon­dents were re­cruited over four waves of P2P field work and in­ter­viewed through­out South Africa.”

The pas­sen­ger car cat­e­gory formed part of Wave 4 of P2P (2013) and com­prised a sam­ple of mo­tor ve­hi­cle own­ers across all eth­nic groups.

The in­trin­sics of dif­fer­ent me­dia types en­able plan­ners to en­gage with con­sumers in the right place, at the right time, with the cor­rect mes­sage in or­der to per­suade them to take a step closer to the end of the path to pur­chase. Sim­i­lar to the fac­tors in­flu­enc­ing con­sumer be­hav­iour, FGI re­search has learnt that dif­fer­ent me­dia types are more, or less, ef­fec­tive in de­liv­er­ing rel­e­vant brand in­for­ma­tion at each stage of the path to pur­chase cy­cle.

The “me­dia path to per­sua­sion” takes con­sumers through seven stages: in­tro­duc­tion, en­ter­tain­ment, ed­u­ca­tion, in­for­ma­tion, com­par­i­son, per­sua­sion and re­ten­tion, says Brad Aigner, chief ex­ec­u­tive of FGI. The best me­dia strat­egy is one where the me­dia mix is in­te­grated op­ti­mally to de­liver rel­e­vant and ap­pro­pri­ate brand in­for­ma­tion through ev­ery stage of the me­dia path of per­sua­sion.

“We have found that con­sumers have their own in­di­vid­ual in­for­ma­tion type pref­er­ences when look­ing to buy some­thing in the mar­ket.

“Some pre­fer de­tailed and ex­plana­tory in­for­ma­tion, while oth­ers re­quire com­par­a­tive and per­sua­sive in­for­ma­tion in or­der to make a brand de­ci­sion.

“This is why it is im­por­tant that mar­keters use me­dia mixes that best am­plify the types of in­for­ma­tion that most con­sumers seek when in the mar­ket for their brands.

“Usu­ally, the most ef­fec­tive me­dia mixes in­clude me­dia for­mats that play dif­fer­en­ti­ated roles across the Path to Per­sua­sion,” said Aigner. MOST older peo­ple are prob­a­bly guilty of draw­ing com­par­isons and be­gin­ning a sen­tence with: “in my day…”

At what point does one sim­ply tell the guy he’s a pedan­tic old fart?

I’m a re­tired mar­ket­ing com­mu­ni­ca­tions con­sul­tant with ex­pe­ri­ence in writ­ing copy and pro­duc­tion of ads and video pro­grammes. I’m a stick­ler for pro­nun­ci­a­tion and enun­ci­a­tion and have crossed swords with a few voice-over artists.

I know you’ve touched on the fol­low­ing in your Me­dia & Mar­ket­ing col­umn, but I must also be­moan not so much poor gram­mar, but poor de­liv­ery and pro­duc­tion val­ues.

There is a newish TV com- mer­cial for In­vestec that fea­tures some sort of nat­u­ral phe­nom­e­non with re­gard to the tides. The voice-over is so soft, you can hardly hear it; the mu­sic over it drowns what­ever nar­ra­tive there was!

An­other ad is for Dis­cov­ery In­sur­ance, which has ne­go­ti­ated a deal with BP whereby mem­bers can get up to 50 per­cent back on what they spend on fuel. The cap­tion on screen talks about get­ting “up to 50 per­cent of your fuel spend”? It doesn’t make sense; ei­ther it should have said “off ” and not “of ” or ex­panded the point.

An­other TV com­mer­cial that has been run­ning for some time is for Knorr Cup-a-Soup. It’s a great ad with good vi­su­als and well di­rected.

As a brand owner, I’d be happy with it, ex­cept for the voice- over at the end that places em­pha­sis on the wrong word, and in so do­ing, de­liv­ers the wrong mes­sage. Watch the ad and you’ll see what I mean.

My point is this: if con­sid­er­able money is be­ing spent on ad­vert pro­duc­tion, who signs off sloppy work that re­flects neg­a­tively on the brand?

Bob Broom I TRY hard not to be a gram­mar Nazi, but when a com­pany says the op­po­site of what it pre­sum­ably means, it’s chal­leng­ing.

The com­pany in ques­tion is The Bed Shop, whose TV com­mer­cial pro­motes its bam­boo mat­tresses as “hy­per­al­ler­genic” that is, more likely to pro­voke al­ler­gies than nor­mal. I think they mean hy­poal­ler­genic! I won­der if their sales are up or down? IS IT just me?

Has no­body looked at the Pep­so­dent ad?

On the beach, ap­par­ently with no adult su­per­vi­sion, a boy is happily dig­ging him­self into a hole, which is even­tu­ally above his head.

Sev­eral small chil­dren a year world­wide do ex­actly as this lit­tle chap is do­ing and are suf­fo­cated by cave-ins.

It only takes a sec­ond for the child to be en­gulfed.

I don’t think the cre­ators of this ad have chil­dren, or they may have given it more thought. D Sher­wood WHAT is up with SABC 3 news? Their head­lines and ti­tles have changed to a colour scheme which looks so much like the old or­ange, white and blue flag it puts me off watch­ing them. I don’t have a bigscreen TV and find their print size in the “old flag” dif­fi­cult to read.

Pamela WHY, oh why do South African agen­cies flight lo­cal com­mer­cials us­ing for­eign voice-overs?

I shop at Golfers’ Club and am sat­is­fied with their prod­ucts, but why do they need coarse Cock­ney com­men­tary for the Call­away ad broad­cast re­peat­edly dur­ing cov­er­age of The Open last week­end?

Neville Bar­ber

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