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AUTOMOTIVE

AUTOMOTIVE.

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AUTOMOTIVE

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  1. AUTOMOTIVE Magazines play an important role in the auto purchase process, delivering intenders in large numbers. Magazineswork best atbuilding demand and providing the information required to help intenders create their consideration set. Upon seeing auto ads,readers take action: they actively search out more info, visit dealerships, purchase and make recommendations to friends/family. Auto intenders rely on magazines in the awareness and information stages Primary Source of Information – Top 5 of 32 Information Sources Note: Consumer Magazines, Local Newspapers and Consumer Reports include both print and digital versions. Source: Time Inc./ CNW Marketing Purchase Process Study, 2011 Auto intenders are more developedamong magazine and web users(3-D multi-media quintiles: 000’s of intenders reached) Magazine readers are more likely tobuy/lease a car in the next 12 months Source: PMB, Fall 2013: A18+, Media imperatives.Buy or lease a car in the past/next 12 months Source: PMB, Fall 2013: A18+, Heaviest quintiles (1 & 2).Buy or lease a car in the past/next 12 months 54% of Magazines readers take action after seeing an auto ad 30% net Impact Actions(% positively impacted by the ad or recommended the product) 27% net Reference Actions (% actively seeking more info about the advertised product) 17% net Purchase Actions (% purchased or considering purchase of the advertised product) Source: StarchMetrix Canada – Automotive Category, April 2012 to March 2013. * Actions based on respondents who noted ads MAGAZINESCANADA.CA

  2. AUTOMOTIVE Magazine readers are more likely to use dealer/manufacturer financing Source: PMB, Fall 2013 A18+, Heaviest quintiles (1 & 2) Magazines are highest in advertising receptivity among auto intenders who are also category influencers Advertising Receptivity among Category Influencer Auto IntendersQ: How often do you pay attention to advertising in the following media… Always? Category Influencers are key to leveraging word-of-mouth They like being recognized as an authority and are perceived to be ‘auto category experts’. They take pride in informing themselves and others about auto products/services. Source: Media Connections Study, BrandSpark International/Magazines Canada. July 2013 Magazine readers are more likely to try and recommend new products Source: PMB, Fall 2013 A18+, Heaviest quintiles (1 & 2) Magazine media make the connection with auto intenders. MAGAZINESCANADA.CA

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