Stand out newspaper ads came from Ford and Land Rover. Land Rover took out a full-page in a daily national broadsheet, using colour and an arresting visual to grab consumer attention. The advertisement also worked on a branding level, tying in the car’s reputation for adventure into the message. Ford also took a branding approach with their advertisement by using the Strategic Role of Extension to link the communication to the TVC promoting the ecoboost feature found on the Falcon, Mondeo and Focus ST models. It also fits with the wider brand campaign rolling out in newspapers.
Download our 2011 report Automotive Snakes & Ladders which
explores the complex purchase process and its implications for newspaper advertising, especially the opportunity to engage with consumers on an emotional level. Also, check out our Creative Benchmarking research into the Automotive category, which shows how consumers engage with and act on newspaper advertising.