Are TV car commercials really worth it? It doesn't seem like people buy cars that often, and when they do they probably know what they want from what they've seen out in the world.

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Yes they work for Awareness/Consideration.

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Honestly if they brought back like a rock it would do numbers

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I would say they color your perception of what you see out in the world. It helps set the tone.

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TV is also used to excite and educate the dealers.

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Yeah, this is a huge part of it. Big splashy TVCs are an easy way to reassure dealers the marketing department is doing something.

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Taking that a step further, since people generally know what brand of coffee they like, whether they prefer Pepsi or Coke, what brand of toothpaste they use and what kind of shampoo they wash their hair with, why do we advertise anything at all?

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You might be onto something...

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Auto is heavily driven by advertising, which is why those are the big cash accounts. If you turn off advertising or even reduce spend, sales plummet. People’s brains are overloaded. Even if they’re aware of your brand, you still have to keep it top of mind.

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If you have creative freedom I say they're totally worth it. Look at the Volkswagen commercial for 'unpimp the auto' where they take someone's souped up ride and throw it with a trebuchet. I don't remember the model but I'll always remember the company

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I’ve always wondered if “mid life crisis” is a standard pitch option for auto campaigns during early concepting phases.

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Yes

Yes, totally worth it. Big expenditure, big brand, big canvas. The problem is that 90% of the opportunity is squandered by car company bureaucracy, fear of being creative, non-marketing people rotating into marketing roles, belief that running footage car porn and a list of features is interesting, and idea-killing political intrigue.

Don’t forget the lease versions of all of these commercials. Many commercials are about the brand and heritage and all that, but the regional sales information tacked onto the end is fully intended to move product at $0 money down low interest etc

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