| A car is only as good as it sells. That is why car | | | | forthcoming New York International Auto Show |
| manufacturers take efforts in the way they | | | | on April 4. The finalists for the advertising awards |
| advertise their cars. | | | | have already been announced recently. There are |
| One marketing strategy is to showcase one's car | | | | five categories in all and the awards are based on |
| in a motor show. Some of the more famous | | | | viewer response collected by IAG from more |
| motor shows in the world are the Detroit | | | | than 20 networks. |
| International Auto Show, the Tokyo Motor Show, | | | | The finalists for the Most Effective Overall Ad for |
| and the currently ongoing Geneva International | | | | non-luxury vehicles are the Ford Escape Hybrid, |
| Auto Show. These events offer a place for car | | | | the Volkswagen Jetta and the Volkswagen |
| makers to strut their stuff to the media, to | | | | Passat. The Ford Escape Hybrid ad features |
| automotive experts, prospective buyers and the | | | | Kermit the Frog who talks about being "green". |
| general public. | | | | The Jetta ad, meanwhile, features an |
| While events such as the aforementioned motor | | | | African-American male asking a white Jetta owner |
| shows offer a place for auto makers to show off | | | | to teach him how to dance. And the VW Passat's |
| their goods, a limited number of people can really | | | | ad features women in the sedan being hit by |
| afford to come and see the show. | | | | another car. |
| Another way to sell cars is through ad campaigns | | | | On the other hand, the finalists for the Most |
| using the media and the Internet. Scion, the youth | | | | Effective Overall Ad for luxury vehicles are the |
| brand of Toyota, is the foremost car maker to | | | | Lincoln Navigator, the Lexus LS 460, and the |
| use Web ad campaigns in the hopes of attracting | | | | Hummer H3. The Navigator ad features Miami |
| the younger generation who are more commonly | | | | Heat superstar guard Dwayne Wade helping to |
| linked to the Web. | | | | build an inner city court. For the Lexus LS 460, |
| Car makers also launched ad campaigns on | | | | the company opted to highlight the no-hands |
| newspapers and the television. Different | | | | parallel parking ability of the luxury car. The |
| approaches have been used by the players in the | | | | Hummer H3 meanwhile was turned into a |
| auto industry to sell their vehicles. Volvo, for | | | | submarine by a man in its ad campaign. |
| example, launched a Freewill ad campaign to | | | | Another category in the advertisement award is |
| promote their C30 and their ad centers on the | | | | the Most Liked Ad both for luxury and non-luxury |
| love it/hate it story line. | | | | vehicles. The finalists which have captured the |
| Another approach being used on ad campaigns is | | | | attention of audiences just like a Nissan brake |
| the Challenge strategy. Ford is currently using this | | | | shoe attracts the attention of auto enthusiasts |
| approach to promote the Ford Fusion. | | | | are the Honda Pilot, the Jeep Wrangler and GM's |
| In connection with the way ad campaigns are | | | | ad for their warranty. The Pilot's ad features a |
| shaping the auto industry, IAG Research, the ad | | | | troll stopping a family in the said SUV. Meanwhile, |
| effectiveness TV ratings company, has | | | | a lizard stares down at the Wrangler in the ad for |
| announced that they will be giving advertising | | | | the SUV. Cars flying above the street are |
| awards to car makers in connection with the | | | | featured on GM's ad for their warranty. |