ROCHESTER, Mich., Oct. 10, 2023 (GLOBE NEWSWIRE) -- Articles or news stories in print or electronic media are the most effective communication influencing buyers – higher than digital and TV – and even the dealer experience. When comparing the typical public relations budget to the marketing budget the PR budget is not insignificant, but Foresight Research calls it a marketing “best buy”.
So, to back this statement up a few facts are presented. In 2023 Foresight Research surveyed over 4,700 new car and truck buyers. Respondents were asked what marketing communications channel(s) influenced them to buy their new vehicle. 39% of all buyers responded that articles or news stories were extremely or very influential. Among all buyers, digital and TV advertising were a little more influential – 52% for digital and 40% for TV advertising. But a whopping 77% of buyers exposed to articles and/or stories were extremely or very influenced by those articles or stories. For TV that number is 40% and for the internet 58%. TV and digital have more reach but are not as effective. Given that the PR budgets are a marketing “best buy”.
Drilling down on the PR exposure a few more facts are presented. 8% of all buyers say that remember seeing only print article(s) about the vehicle they bought. While 46% recall seeing only digital “buff book” article. While 46% were exposed to both digital and print. Of course, they also used other forms of communication: brochures, experiential events and auto shows to name a few. In addition - to put the icing on the cake - buyers influenced by PR are also more often influenced by the other forms of communication. So, when you put it all together, there actually is synergism.
For 2023, an affordable new report is now available from Foresight Research that does a deep dive into the power of automotive public relations Visit the website, e-mail, or call for more information.
Since 1998, Foresight Research has been providing consumer insights and marketing metrics to support marketing strategies and best practices for the automotive industry. Foresight Research is a recognized leader in measuring auto shows, experiential marketing/sponsored events, as well as automotive public relations, vehicle accessories and motorsports.
Contact
Bob Longstreth
FORESIGHT RESEARCH
www.foresightresearch.com
248.608.1870 x 18 Cell: 248-425-7920
blongstreth@foresightresearch.com
