AdPi ranks automakers’ ads over time while predicting response rates and ROI
Birmingham, MI – March 20, 2007 — Phoenix Automotive, a Phoenix Marketing International practice, announced today the publication of its monthly “Automotive AdPi Audit,” a syndicated research study that ranks all top-spending television and print advertisements for their “AdPi” (Advertising Performance Index). The AdPi ranks the creative strength and in-market performance of an ad or campaign and predicts its ROI.
“Our clients were looking for more than the traditional ad testing simulations,” explained Bill Saunders, president of Phoenix Automotive. “They were looking for a way to accurately predict an ad’s in-market performance, what it would deliver in terms of lift to the brand, and increased business.”
“Topping the luxury segment list are Lexus ads showing that the company’s product design and quality leadership extends to its advertising,” notes Saunders. “Lexus ads feature the vehicle prominently. They communicate meaningful benefits by focusing on technology innovations, while also conveying emotional appeal.”
Results also show that Chevy Truck ads lead the truck segment. Despite recent fuel price increases, pickups remain America’s favorite individual truck models. The “This is Our Truck” campaign featuring a John Mellencamp theme song leads the list.
The Phoenix AdPi Audit evaluates more than 150 top share-of-voice automotive ads every month.
Respondents who are new vehicle intenders, considerers, or buyers are shown full-length television and print commercials using advanced streaming-video technology. Phoenix employs thousands of file servers throughout the country to stream the ads in pods, as they appear on television.
“Phoenix is the only company that links together media spending, advertising performance, brand performance and purchase behaviors in a single database environment. It has radically changed the way advertising evaluation is done,” states Beth Allan, president of Phoenix Communications and Brand Analytics.
“We began by building a real-time performance tracking and reporting system for each industry and, because we amassed such large sample bases each month, were able to quickly create the new predictive advertising models. These models are customized to each industry,” explains Allan.
One of the unique features of Phoenix’s advertising performance evaluation is the ability to look at both long- and short-term ROI. Using a “BrandPi score,” clients can see how their brand stacks up against key competitors, and also measure how advertising is building the brand’s value over time. Similarly, using the “AdPi score” clients identify how well the ad campaign is translating into sales.
“People only do business with companies they trust and respect,” said Saunders. “Brand improvement is interrelated with both advertising and product performance, and it’s essential that we monitor advertising’s impact. We have modelled which ad characteristics most accurately predict recalling an ad, recognizing its product, and driving traffic to a website or dealer.”
Phoenix Automotive capitalizes on its leaders' 27 years in automotive marketing research to offer leading-edge service in advance design clinics, ergonomic research, product placements, rides and drives, image and positioning, and quality audits. The Phoenix Automotive rankings from January 2007 for Cars $30K and Over; Cars Under $30K; and Trucks, Vans, and SUVs can be viewed by clicking on http://www.phoenixmi.com/automotive/inthenews/.
About Phoenix Marketing International
Founded in 1999, Phoenix Marketing International is one of the fastest growing marketing services firms in the United States (with 2006 pro-forma revenue of $27,000,000) and partner to many of the largest companies in the financial services, consumer package goods, automotive, and travel and leisure industries worldwide. Phoenix also offers advanced advertising and brand measurement along with direct marketing expertise. Phoenix has offices in Rhinebeck (NY), Somerset (NJ), Detroit, Boston, Salisbury (MD), Chicago, Los Angeles, Tampa and Miami. On January 12th Phoenix acquired a major interest in JZM, a full service healthcare market research company, to serve as the foundation of its new healthcare practice.
Phoenix offers a unique combination of industry expertise, methods and consulting services, combining primary and syndicated marketing research expertise with database analytics and modelling proficiency. Applying this information assists clients in improving profit dynamics of their business.
Phoenix Marketing Contact:
William Saunders, President
Phoenix Automotive Practice
tel: 248-203-9900
PRESS CONTact:
Ray Graber, Graber Associates LLC
Tel: 781-221-0018