Auto annoyance

Fitzgerald, Kate
April 2000
Advertising Age;4/17/2000, Vol. 71 Issue 17, ps14
Trade Publication
This article focuses on the complications being faced by automobile marketers on the Internet. Promotions and sweepstakes lead the online vanguard for automobile marketers. But even basic tools of online promotion are getting more complicated, as three U.S. states stipulated new rules about premium redemption, threatening the smooth execution of nationwide sweepstakes and giveaways for carmakers. More troubling is research showing consumers are reacting negatively to widespread banner advertisements and some online promotions can do more harm than good if they frustrate consumers. Another dilemma automotive marketers face in targeting consumers online is the fact that people using the Internet tend to be less brand loyal, says Art Spinella, VP at CNW Marketing/Research. Companies such as Chevrolet are working to craft offers designed to appeal to consumers already in the market for a specific car, including offering sweepstakes and rewards to people who were already visiting general car-buying research Web sites.


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