Automobile advertising history

It's hard to find Take a look at one. In the 1970s, influenced by the oil crisis, the advertisements of Japanese car dealers were successful because they highlighted "fuel economy". Nissan once advertised in American newspapers with the title "datsun saves fuel for you". In 1980s, with the improvement of automobile manufacturing technology, automobile has become an industrial product representing image and fashion. Car advertising pays more attention to appealing to the charm of cars, guiding consumers to find the best combination of people and cars, and advertising has shifted from appealing to technical quality to establishing brand image. In the 1990s, environmental pollution and climate deterioration became a global concern, and "improving the quality of life" and "reflecting the taste of life" became new themes of advertisements, such as the French Citroen advertisement "Shengbao Declaration: Life Brings You a Smile"; Audi car advertisement "The future is in your hands, and it will be fun." Entering the 2 1 century, the theme of automobile advertising is undoubtedly "green environmental protection".

4S is an automobile service model, which includes four functions: vehicle marketing (sales), spare parts, after-sales service (service) and information investigation. It is also the abbreviation of 100-year-old foreign automobile industry.

Psychological image of consumers

Consumer's car buying mentality

As far as the current car environment is concerned, a large number of automobile products have entered the consumption field, and cars of various brands and prices at home and abroad are flooding the market. Consumers have more choices of buying cars than ever before, and they are faced with more temptations. With the increasingly fierce competition in automobile advertising, Chinese and foreign automobile manufacturers are striving to seize a place in China automobile market. How to effectively convey the positioning and demands of product quality, function, price and service in automobile advertisements, grasp the psychological image of consumers when buying a car, and highlight its importance and necessity;

According to the different models, vehicle uses, equipment configurations and consumers' personal preferences, the car purchase concepts that modern people are most suitable for their own models mainly include:

1. Private cars are mainly concerned with the economic benefits of price and performance. When buying a car, this kind of consumers usually choose a car model according to their own economic strength and hobbies.

When buying a car for profit, the buyer pays attention to the price, comfort and service life of the car. When buying, they will generally choose a domestic car brand with strong applicability.

3. The official car focuses on the performance of the car, such as the power, comfort and appearance of the car. At the same time, they pay more attention to the added value of the car and the embodiment of the owner's identity. According to the statistical data of automobile advertising effect market survey conducted by Han, Yang Zaishun and other professional automobile advertisers in hot cities and relatively underdeveloped towns in China, the first six issues that consumers are most concerned about when buying a car are: safety, reliability, price, perfect service, comfortable ride, high performance and beautiful appearance. Combined with the different needs of automobile advertising, we have made some analysis on the psychological image of consumers:

Safety has always been one of the selling points of Mercedes-Benz, and it is also a major factor to attract consumers to buy its brand. How to highlight its safety performance, Mercedes-Benz adopted the method of "combining rigidity with softness", and used the image of a naked mother holding a child to emotionally explain that sitting in a Mercedes-Benz is as safe as sitting in her mother's arms. The advertisement copy is "Since 1930, we have been carrying out safety tests with test cars", which is expressed by the euphemism that mothers care for their children, and naturally aroused the audience's * * * voice, because everyone experienced and deeply realized that lying in the warm arms of their mothers is the safest. The nude image of mother and son conveys the feeling of skin safety. Mercedes-Benz cars care about customers as much as their own children, and they are connected by blood and wholeheartedly.

Price is the most sensitive factor among customers' psychological factors, which is directly related to the sales of goods. Different consumers have different degrees of cognition and perception of commodity prices, and often evaluate and measure the value and quality of commodities according to prices, thus producing a series of corresponding psychological prices, and automobiles are no exception. However, as a high-end and high-priced commodity, consumer goods often compare the price of cars to the psychological effect of self-cognition. Through association, the price of goods is combined with personal preferences, desires, status, identity and personal feelings to meet psychological needs.

How can we reduce the impact of price barriers on automobile sales? It is very important for car buyers to advocate the new concept of "rational choice and individual consumption" in car advertisements.

Under investigation, there is 18. 9% consumers regard the pre-sales and after-sales services provided by automobile manufacturers as an important factor affecting their purchase decisions. We know from most car sales points that consumers often want to get such information: what kind of agency services dealers can provide in the process of buying a car, such as handling licenses for users, paying relevant taxes and fees, and handling insurance premiums. , including after-sales car maintenance, what commitments dealers and manufacturers have for the cars sold, such as warranty and free replacement of spare parts. Because of this, the brand influence and brand image of automobiles are particularly important to consumers. Because the brand may bring good corporate reputation and after-sales service. There is no end to the service you need after buying a car. Which brand of car is repaired locally, and it is convenient to buy accessories, which is related to the vital interests of consumers and needs to be considered again and again.

With the continuous expansion of the automobile market and the increasingly fierce competition, the strength of enterprises is more reflected in perfect products and services. Only by grasping the psychological needs of consumers and making more targeted advertising demands for product supporting services can we win the hearts of consumers in the competition.

In the 1990s, with the continuous improvement of people's living standards and the renewal of ideas, cars are no longer simple means of transportation and industrial products, but the expression of the owner's image and world exhibits, and the embodiment of personal lifestyle and personality. Car owners are no longer stars, bosses, rich people and big winners. Some relatively wealthy businessmen, intellectuals and white-collar workers have the strength to buy a car. Their demand for cars is because of cars. Combined with the psychological needs of modern consumers, modern automobile advertisements pay more and more attention to the quality of life represented by automobiles, and combine automobiles with people's spirit and various tastes of life as consumer goods to advertise. The additional psychological value of automobiles is increasingly valued by consumers and manufacturers.

Case: German BMW's advertising appeal route always emphasizes its exquisite design, and always regards customer orientation as a successful white-collar worker, highlighting its taste and identity. In the advertisement of BMW, the title above the middle-aged man on the left reads: "Where does the charm of a 40-year-old man come from?" The car with the door open on the right says, "From the inside." Advertising copy: "Men will never stop loving cars." Here, middle-aged men become the spokesmen of their brands. The connection between mature men and BMW comes from the "inner" charm, and the BMW brand is personalized. To some extent, BMW has become a symbol of successful middle-aged men aged 30 to 40. The quality of a car is shown by something inside, and it will not be lost because of the passage of time. This is the enduring mystery of BMW brand.

From product function advertisement to product brand advertisement, and then to corporate brand image advertisement, it reflects the renewal of consumer's increasingly mature consumption concept. People's cognition of the symbolic meaning of automobile brand transcends the product itself, and the product brand has evolved into a symbol, a spirit or a feeling of being recognized by society. Enterprises have also begun to display their brand image in miscellaneous advertisements, advocate corporate culture and care for the stateless differences of human beings, which also marks that the world automobile marketing has entered the stage of social marketing.

The Relationship between Consumer Information Sources and Advertising Strategies

According to the investigation results of automobile advertising effect, consumers mainly get the information of automobile models, performance and services through TV advertisements, newspaper advertisements, radio advertisements and outdoor advertisements; The proportions of these four media are 49%, 27%, 10% and 9% respectively. It can be seen that TV advertisements are still the important media for consumers to obtain automobile information, followed by newspapers, magazines and radio advertisements.

In addition to the four major media that regularly publish advertisements, such as television and newspapers, participating in trade fairs, order fairs and economic and trade fairs, and introducing the latest production, sales and service information through local special dealers and repairers are all effective ways for automobile manufacturers, and they are also the quickest and most direct way. In the market research on the effect of car clearance by advertisers, there are 23. 0 1% and 15. 49% of the respondents learned about the product information of automobiles (especially new cars) mainly through local dealers' introduction and participation in trade fairs, ranking first after TV advertisement 26. 88% and newspaper advertisement 18. 9 1%。 It can be seen that local dealers, agents or maintenance units have also contributed to automobile advertising.

From the perspective of enterprises, enterprises are more attractive to local media, and the advertising area is highly consistent with the key areas of automobile consumption in China. In the ranking of automobile advertisements in 2000, there were only three national media in the top 20 newspaper media. Trade newspapers and periodicals were more and more attractive to enterprises, and they were more willing to advertise products through information-intensive industry media and more targeted local media, which hit home the consumers' psychology of professional and authoritative information. Daily newspapers, evening papers, magazines, regional comprehensive media and social news with large circulation and high quality are also favored by advertisers and are not competitive; In order to carry out advertising activities more effectively and better capture the psychological image of consumers, enterprises pay more attention to regional and differentiated advertising strategies in market competition, and media segmentation of advertisements is also imperative.