Advertising awareness, the most used ad efficiency metric, is increasingly questioned by advertisers. Indeed, this measure is based on old economic theories of the consumer behaviour. In the 90s, academic researches, in particular those based on neurosciences, dramatically improved our knowledge of how memory works and how attitudes develop. Most advertisers recognise that ad awareness is saturated for well established brands, however it is still the most used metric. In this context, it is becoming urgent to propose new ways of measuring advertising efficiency, new industry standards. TNS contributes to this debate by sharing results obtained with several alternative measures, in particular emotional and implicit attitudinal measures.
The media landscape is constantly evolving and increasing in complexity: fragmentation of traditional media and growing influence of new media means that car manufacturers are paying more attention to non-traditional contact points such as events or dealerships in order to communicate effectively.The automotive sector has become increasingly fragmented, but the amount of spend/model has decreased at the same time. Considering the increasing number of models per vehicle segment and the strong competition (i.e.) car manufacturers addressing the lower segment with three different models, for instance; car manufacturers are compelled to fine tune their communication strategy not only by model but also by consumer category.