Chevrolet, Ford, Honda, Mercedes-Benz, and Toyota are the finalists for the initial at any time Automotive Inexperienced Marketer of the Year, which will be presented at the Los Angeles Global Automobile Present on November 18, 2010. The award acknowledges the brand name that created the finest strides in attaining consumer awareness and positively shifting shopper perceptions for the automotive industry’s environmentally welcoming initiatives. Car manufacturers that ran any nationwide Television ads with “green” themes among Oct 2009 and September 2010 had been qualified for consideration.
To establish the finalists and winner, Nielsen leveraged 3 research experiments to include awareness ranges and perceptions throughout media types. The research included:
- A personalized study of nearly 7,000 consumers’ cross-media recognition and perceptions of environmental messages by automotive brand
- Response details from 2.5 million viewers of nationwide tv marketing gathered by Nielsen’s ad effectiveness measurements service, concentrating on environmentally friendly automotive ads
- Measuring social media “buzz” sentiment inside of eco-friendly-connected dialogue threads
The final results confirmed that consumers have definite high consciousness of environmentally helpful advertisement campaigns, with eight in 10 people in the cross-media recognition study reporting viewing “green” car ads recently. Also notable is the commonly favourable nature of discussion encompassing eco-friendly topics for auto brands in client-produced media (CGM). Much less than 1 percent of discussion was detrimental on ordinary. This is also reflected in the variety of customers who stated green ads shift their impression of the brand, with two-thirds declaring their viewpoint was a lot more optimistic after looking at these advertisements.
“We have found a heightened recognition among people for environmental initiatives in the vehicle sector,” stated Lois Miller, President of Nielsen Automotive. “The vital reward is that with this awareness is also a extra beneficial see of the manufacturer and in the long run, this can assist vehicle companies achieve individuals that may not have regarded as their brand right before.”