Am I the only one asking this question? Better yet, why do companies continue to throw money away on TV advertising?
After all, there’s commercial after commercial on TV touting the latest offer – the newest features – or the sportiness. They drone on and one endlessly, until they all blend together. Undoubtedly, car companies are cash cows for TV advertising salespeople.
But do they have any effect on buyers? Or are millions of dollars being wasted?
To answer that question, we should first look at how do people shop for cars today. I don’t have data, but I certainly know how I do it.
Here’s the process I use to shop for a car:
- Check the findings at Consumer Reports. Look at reliability.
- Read articles at Car and Driver (online)
- See what MotorTrend is saying (online)
- Ask questions on Twitter, Linkedin, etc. and ask friends in person.
- Research pricing online
- Go buy a car
Notice what I don’t do – pay attention to TV ads.
IMHO, millions of dollars are being wasted.
What do you think? Have you learned to tune out car ads too?