Abstract:

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.