Analysing the results of a recent motor vehicle specific study conducted by News International in the UK, Gordon Patterson, Managing Director of Starcom, concludes that the same principles apply to the South African market: "Throughout the study, conducted in three stages over five years, trust was the key factor to effective communication.
"The logical link between media consumption and trust was challenged giving rise to the 'Geography of Trust' - another new dimension beyond audience reach and profile.
"Because consumers are reading publications, watching television or surfing the Net it does not necessarily mean they trust these media; the consumption could be purely based on entertainment value. The important factor is the relationship with the particular medium, and some simply provoke a greater level of trust than others."
Patterson says the need or desire to purchase a car is driven by practical and emotional issues. This is followed by inspiration and it is at this stage that advertising and PR play a major role in appealing to lifestyle aspirations and boosting awareness of new models, offers and deals, and the media selection is critical to the success of any campaign.
"Television is both powerful and credible and if used correctly is a good launch medium. It's a great vehicle for establishing aspiration and leveraging high production values. Motoring sections in national newspapers offer an ideal communication environment for both aware and unaware motorists but it is the local press, which is generally seen as a trusted local friend, where dealerships need presence.
"The objective and fact driven motoring magazines are trusted by male audiences but tend not to address lifestyle aspirations and attract interest from the growing number of female purchasers. Out of Home can be effective, but only to those already interested in the offering and Internet is trusted for research purposes but does not drive the ultimate decision."
Interestingly enough motoring dealerships in the UK were seen to be the least trustworthy source of information: "Essentially, trusted traditional media are as important as dealerships and service in the overall mix. No single media platform can meet all the information requirements to secure purchase and synergistic messaging, although rare in reality, is essential."
