If you’re like most consumers, you ignore car dealership commercials because most are so obnoxious. But new consumer research begs to differ – not that you ignore the radio and television spots, but why. According to a C+R Research study, the problem is the medium, not the message. “Auto dealers are wasting their money on advertising, especially radio, TV, and direct,” MediaPost reported September 29, because, says the study, “[c]onsumers find them neither helpful or trustworthy.”
The biggest, most trusted and most helpful influencers, the study claims, are websites – manufacturer websites, expert review websites, independent research websites, newspaper websites, and search engines, which take you to still more websites. Nearly half of the 1,000 respondents – 49 percent – said that search engines are influential, with 46 percent claiming to be influenced by manufacturer websites and 42 percent by dealer websites. Respondents also said they preferred independent websites where they can find side-by-side comparisons of vehicles and dealerships.
These findings no doubt pleased Cars.com, which sponsored the survey and just happens to be a website. Read more →