Premium cars need advertising on TV, Print, Radio - Siddharth Sudharsan

I suppose a premium car is on the wish list of every person who aspires to be successful in life including me. For some the dream car could be a Mercedes, for others an Audi, some would love to get their hands on a BMW...to each his own. Whatever your choice maybe, the choice of brands is limited to five or maybe six brands depending on the type of car. The customer who has decided to buy say a luxury saloon knows the names of all these brands. Competition is limited in number, awareness and top-of-mind recall for all brands is good and it goes without saying that quality is top notch. When everyone knows about these brands, one could argue why they need to advertise at all. Well the thing is, those customers aren’t just buying a premium car; they are also buying the image that comes associated with it. For these customers, it is not just important that the premium car they are driving satisfies them with every comfort possible but what is possibly more important to these customers is that everyone else should know about it. For example, if a person told you he owned a BMW 7-series or an Audi A6, you would ‘ooh’ and ‘aah’ about how excellent the BMW or Audi is since you have seen it, heard it and read about it in the various media that you have been exposed to. Now, what if that same person told you that he drove a Saab or a Pagani or a Koeniggsegg...how would you respond? You might probably ask the person to elaborate or quickly lookup the brand on the internet before you form a mental image of this person. Therefore, when it comes to premium cars, advertising does not intend to inform the potential owners about the car but rather inform everyone else how phenomenal and luxurious the car really is. That is why it is extremely necessary for premium car brands to advertise on television, newspapers, radio and other existing forms of media to continue selling in high numbers