Auto Trader Campaign Openly Attacks Newspapers

[Ad Chatter]

http://www.youtube.com/watch?v=thOpZx7njR0

The commercial starts about 50 seconds into the clip. The rest is a PowerPoint.

Thoughts?

[Llewis]

They tout 13 million. What they forget is that 66 million people subscribe to newspapers nationwide and in any one market, though the percentage of people looking for cars in the paper is small compared to the total readership, it is still more people than pick up any single issue of Auto trader. Plus, people have to seek out auto trader which means they have to work to get it. They’re more likely to look in the paper first and then if they don’t find what they need opt for a magazine. It’s a second choice medium. And on the Internet, all things are equal. You’ll still have higher numbers going to any newspaper site than to autotrader’s sites. Not hard to discredit but the sound-byte will be what people remember.

Good ad thou. Agency is on the ball.

[db7]

Thank you Auto Trader, for the 5 free product mentions and the 3 free product placement picures that appear in your new TV ad.

Thank you also for the audio affirmation, "Sure lots of people read the paper" enhanced with an attention-grabbing video representation. A tremendous number of people will see the commercial with the sound down (or distracted by something else in the room). They will recieve some valuable visual impressions associating people reading newspapers with the idea of selling their car. I love that!

Please show this commercial as often as possible, since any mention is better than no mention when awareness-building is concerned.

signed: Your friendly neighborhood Newspaper