Ford has highest advertising recall
Ford ads have the best automotive advertising recall among Australian car buyers, a survey by Roy Morgan Research suggests.
The Roy Morgan Automotive Currency Report looked at 5,657 people intending to buy a new car in the next four years.
It found that 74.8% recalled Ford ads.
Ford’s advertising is done by JWT.
Next came Holden with 72.9% and Toyota with 70.7%.
Norman Morris, industry communications director at Roy Morgan Research, said:
“Not surprisingly, the high volume local manufacturers, Ford, Holden and Toyota recorded the greatest advertising recall results amongst all new car intenders. When linked with media spend, this ad recall figure can be used to give an indication of the advertising effectiveness of each brands campaigns.
“The challenge for the main manufacturers is to convert this high ad recall figure into action through increased website and dealer visitation. We know that the internet is the media most useful when purchasing a new car, with almost half of all new car intenders nominating this option as their top choice. When online, the most popular uses for the internet are to check vehicle features and get a quote, both important stages in the purchase process.”
Is memorable always good.
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Yes.
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Eliza, I can’t remember if it is or not.
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Who has the highest sales.
Toyota. That’s all that matters.
If Ford and Holden spent less on advertising and more product planning, design and engineering they’d have far higher market share.
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Yet 74.8% won’t buy a Ford, so..?
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Soup’s recent Talk Track research showed the same auto brands, Ford, Toyota and Holden leading the pack in WOM, but in a different order to Roy Morgan’s list – 1.Holden 2.Toyota 3.Ford.
You can see more from our Talk Track research on which auto brands people are talking about here: http://conversationsoup.com.au.....ing-about/
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