Abstract
Car advertising is new and unique form of Out-of-home advertising and presents a unique opportunity for advertisers to reach a variety of targeted audience profiles. This study explores the effectiveness of car advertising from the perspective of Generation Y consumers. The target audience comprises students between the ages of 18 and 30 years at two of the largest residential universities in South Africa. Convenience sampling was used and a total of 400 questionnaires were completed. The results indicated that there is a positive correlation between recall and attention paid to car advertising; between attitudes towards advertising on cars and the recall thereof; and consumer’s general attitude towards advertising and their attitude towards car advertising. It also revealed that car advertising is far from being unnoticed by Generation Y, who, in fact, accepted it better than was anticipated. The findings also implied that the medium is more effective when respondents’ have a more positive attitude towards advertising in general.
Highlights
Moving away from just aiming to reach as many potential customers as possible at as low a cost as possible cost, towards a more audience-centred view has led to the increasing realisation that besides traditional advertising, there are a variety of alternative media to communicate and build relationships with consumers
The results of the recall of car advertising questions identified that 71.7% of respondents have seen a car advertisement in the two weeks preceding the completion of the questionnaire
The results indicate that there is a positive correlation between the unaided recall of advertising on cars and the attention given to car advertising by the respondents
Summary
Moving away from just aiming to reach as many potential customers as possible at as low a cost as possible cost, towards a more audience-centred view has led to the increasing realisation that besides traditional advertising, there are a variety of alternative media to communicate and build relationships with consumers. Past studies have focused mostly on the effectiveness of traditional outdoor advertising or free standing billboards (Donthu & Bhargava, 1999; Donthu, Cherian, & Bhargava, 1993, Nagel & Louw, 2004; Osborne & Coleman, 2008; Pauwels, 2005, Taylor & Franke, 2003; Taylor, Franke & Bang, 2006, Wilson & Till, 2011; Woodside, 1990) and only recently explored transit advertising media such as taxi advertising (Veloutsou & O’Donnell, 2005) airport advertising (Wilson & Till, 2008) and advertising at subway train stations (Chan & Fung, 2103).
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