4 ms·

You're confusing branding with direct call to action advertising. Two complete different things and priced differently. Big brands aren't going for the people a

by dalore 14y ago

You're confusing branding with direct call to action advertising. Two complete different things and priced differently. Big brands aren't going for the people about to buy a car, they are working way before that. By making you see the brand day after day it becomes ingrained so that when you are ready to buy a car you think GM.

jrockway 14y ago
Sure, because with traditional media, that was the best they could possibly hope for. In today's world of online comparison shopping, though, brands can easily close the deal for you with one click. (The fact that you can't buy a car with one click shows how hopelessly behind the industry is.) It is not necessary to have an image of a brand planted in your mind before a purchase. It only matters that you're guided towards the brand when you are ready to buy. Advertisers were happy with a "brand image" before because it was the best they could do. But these days, it seems almost worthless.
- MartinCron 14y ago
  (The fact that you can't buy a car with one click shows how hopelessly behind the industry is.) Cars are, for most people anyway, the kind of really large purchase that requires a lot more effort and deliberation, not to mention financing, than makes sense to do in one click.
  - alain94040 14y ago
    Until someone gamifies car purchasing, so that when I get 10,000 facebook points, I can redeem for a discount at my local GM dealership. Now that would be a great source of leads for car manufacturers.
    - jrockway 14y ago
      Whoa, "dealership"? That's the part of the equation that everyone wants gone.
      - thebigshane 14y ago
        Who buys a car without sitting in it first?
        MartinCron 14y ago
        I would love to decouple the showroom (sitting in the car, test drive, whatever) from the dealership. If a car manufacturer were to create a space were I could spend some quality time with the car without any threat of encountering a commissioned dealer, I would love it. Then, I can choose where and how I buy the car later. The manufacturer would benefit from this no matter how I buy the car. Keeping these "shark-free-showrooms" stocked with demo cars, coffee, pastries, and branded swag would just be a general marketing expense.

by dalore 14y ago

jrockway 14y ago

Sure, because with traditional media, that was the best they could possibly hope for. In today's world of online comparison shopping, though, brands can easily close the deal for you with one click. (The fact that you can't buy a car with one click shows how hopelessly behind the industry is.) It is not necessary to have an image of a brand planted in your mind before a purchase. It only matters that you're guided towards the brand when you are ready to buy. Advertisers were happy with a "brand image" before because it was the best they could do. But these days, it seems almost worthless.

MartinCron 14y ago
(The fact that you can't buy a car with one click shows how hopelessly behind the industry is.) Cars are, for most people anyway, the kind of really large purchase that requires a lot more effort and deliberation, not to mention financing, than makes sense to do in one click.
- alain94040 14y ago
  Until someone gamifies car purchasing, so that when I get 10,000 facebook points, I can redeem for a discount at my local GM dealership. Now that would be a great source of leads for car manufacturers.
  - jrockway 14y ago
    Whoa, "dealership"? That's the part of the equation that everyone wants gone.
    - thebigshane 14y ago
      Who buys a car without sitting in it first?
      - MartinCron 14y ago
        I would love to decouple the showroom (sitting in the car, test drive, whatever) from the dealership. If a car manufacturer were to create a space were I could spend some quality time with the car without any threat of encountering a commissioned dealer, I would love it. Then, I can choose where and how I buy the car later. The manufacturer would benefit from this no matter how I buy the car. Keeping these "shark-free-showrooms" stocked with demo cars, coffee, pastries, and branded swag would just be a general marketing expense.