Premium cars such as BMW, Audi, Mercedes etc do need to continue advertising on mass media channels such as TV, Radio, and Print. This is primarily because no brand can sell if its not put in front of consumers. And the best way to do so is through mass media channels like these.
Another major reason is that premium cars are seldom bought for their mileage or fuel efficiency. It’s more about status and class. Thus, advertising through these channels suing imagery and emotional stories helps build a brand that is essential to encourage sales in this segment, vs feature driven campaigns of non-premium segment cars.
The selection of what TV channels, which magazines, and what radio shows however must be done with utmost care. The consumer segment of premium cars includes people who have fine taste and money both. Thus, it can also be assumed that they read finer magazines and listen to niche shows on the radio. Therefore, the advertiser must be cautious not to advertise during popular TV shows which the TG for premium cars sees with distaste. Similarly, advertising in magazines or newspapers that are more mainstream is not the best strategy, instead readership must be carefully analyzed before choosing. The importance of selection of the right media can determine success or failure of advertising of premium cars.
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