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In Reply to: If you want to keep it that way you advertise... posted by SL on November 20, 2000 at 13:14:19:
These markets are pretty much self-defining anyway, and for many, before plunking down multi-large, they investigate...and that investigating is NOT triggered by a 30 second spot in the middle of a WWF program.
You are absolutely right that there is competition for the top level car dollar, but you could take all of the tv ad budgets for all of those cars...Caddy, Lincoln, Corvette, MB, BMW...whatever others you want to include, and they would together be a pittance compared to the normal vehicle consumer market. Just ain't needed, historically or tomorrow. The demand for these cars is not driven by TV advertising.
I also disagree with you about HD. If they have much of an ad budget, I don't know where it is being spent...certainly not on tv advertizing. Know a little bit about bikes, having had 13 of them. Just don't see it. Yeah, Honda and Yamaha and Suzuki, and some others, saturate certain tv markets...but then they deliver from stock on hand at the dealerships. HD (almost in my back yard) sells to order, much like BMW...and I guess I dispute that their sales are tv ad driven.
The thrust of this thread, though, had to do with the 'appeal' of particular ads...and I guess we can figure out that the folks who most notice these commercials, and analyze them, ALREADY have their BMWs.
Just another way of looking at it.
Terry
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