Honda commercial

CheshireChap said:
I agree, though what a commercial would do is make me aware of a new car's existence, then I'd check it out, read reviews etc.
The ad wouldn't persuade me to buy it though.
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When I attended some business seminars last year a few talks were about marketing. The attitudes of consumers had changed a lot since WWW revolution. Paper / TV ads now have far less convincing power to directly make people part with the money - they simply can make people aware of the new product. People instead are turning to 'online experts', review sites, blogs, friend's advice before making purchase - just like you say {you will likely use honest john, top gear magazine, autotrader, forums, youtube and so on}. Companies are obviously aware of this and will get sites to review their products, share stories on FB, all of that social nonsense, etc. The broadcasted ads are now simply a good way to tell your customers "We have released this new cool product; check it out" or "Hey, we are still here! Remember us?"
 
Pookeyhead said:
I think the success of an ad campaign will be measured by sales figures of the product it's actually advertising, Being outsold by another manufacturer doesn't mean the ad is crap. By your measure, all Nokia ads are crap by default, because more people buy iPhones.
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So which product is it advertising then, it is their to advertise all that they do but specifics will apply to different people. I'm interested in cars, so cars would be the only aspect from that advert I'd be mildly interested in. I didn't say the ad was crap, I responded to Ruth's comment about the advertising agency earning their biscuits. For what is essentially a manufacturer of family cars not prestige cars their UK sales figures are poor, so in that fact it has failed, all it has done is inform the UK of what they do or have done, but what they certainly don't do is race fwd cars in the UK, that have the ability to wheelspin the rear wheels as that advert would have us believe.
 
Honda don`t need to advertise really, their products work,be that a gennie,a quad bike or a car. Superb bits of kit.
 
nilagin said:
So which product is it advertising then, it is their to advertise all that they do but specifics will apply to different people. I'm interested in cars, so cars would be the only aspect from that advert I'd be mildly interested in. I didn't say the ad was crap, I responded to Ruth's comment about the advertising agency earning their biscuits. For what is essentially a manufacturer of family cars not prestige cars their UK sales figures are poor, so in that fact it has failed, all it has done is inform the UK of what they do or have done, but what they certainly don't do is race fwd cars in the UK, that have the ability to wheelspin the rear wheels as that advert would have us believe.
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The ad is not targeting you or car enthusiasts. It is targeting average buyer who may be looking to upgrade and simply reminding them that there is also this company Honda that has plenty of expertise in more than just making passenger vehicles. I doubt many people know or care about some rw racers. I certainly don't.
 
nilagin said:
So which product is it advertising then, it is their to advertise all that they do but specifics will apply to different people. I'm interested in cars, so cars would be the only aspect from that advert I'd be mildly interested in. I didn't say the ad was crap, I responded to Ruth's comment about the advertising agency earning their biscuits. For what is essentially a manufacturer of family cars not prestige cars their UK sales figures are poor, so in that fact it has failed, all it has done is inform the UK of what they do or have done, but what they certainly don't do is race fwd cars in the UK, that have the ability to wheelspin the rear wheels as that advert would have us believe.
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I meant the agency earned their biscuits in that they created a very good commercial.

Let's face it, it's their job to create an ad that keeps the name in people's minds. If people are bored witless by the same old car drivel, they won't remember the ad, the car or the manufacturer. it's their job to get in the mind. It's Honda's job to sell what they make.

And here this thread is, still discussing Honda days later. :-)
 
viv1969 said:
I meant the agency earned their biscuits in that they created a very good commercial.

Let's face it, it's their job to create an ad that keeps the name in people's minds. If people are bored witless by the same old car drivel, they won't remember the ad, the car or the manufacturer. it's their job to get in the mind. It's Honda's job to sell what they make.

And here this thread is, still discussing Honda a day later. :)
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Fixed that for you, let's not get ahead of ourselves just yet. ;)
 
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nilagin said:
So which product is it advertising then, it is their to advertise all that they do but specifics will apply to different people. I'm interested in cars, so cars would be the only aspect from that advert I'd be mildly interested in. I didn't say the ad was crap, I responded to Ruth's comment about the advertising agency earning their biscuits. For what is essentially a manufacturer of family cars not prestige cars their UK sales figures are poor, so in that fact it has failed, all it has done is inform the UK of what they do or have done, but what they certainly don't do is race fwd cars in the UK, that have the ability to wheelspin the rear wheels as that advert would have us believe.
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I think you're missing the point of the advert. You're clearly not their target demographic :)
 
nilagin said:
Fixed that for you, let's not get ahead of ourselves just yet. ;)
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Can't argue the point though can you. Advertising agencies are paid to advertise, not to sell. Clue's in the name. :p
 
Pookeyhead said:
I think you're missing the point of the advert. You're clearly not their target demographic :)
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The advert is there to show what they have done, did a year or two ago and a peak into the future. They will hope that at least one aspect from it will appeal to everyone. I work in the automotive development industry but for me as a motorsport fan and the BTCC that was the only part that had an interest for me, but they got that wrong. For all I know their may well have been other bits they got wrong too.
 
nilagin said:
The advert is there to show what they have done, did a year or two ago and a peak into the future. They will hope that at least one aspect from it will appeal to everyone. I work in the automotive development industry but for me as a motorsport fan and the BTCC that was the only part that had an interest for me, but they got that wrong. For all I know their may well have been other bits they got wrong too.
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Like I said... you're not the target demographic for that advert.
 
viv1969 said:
Can't argue the point though can you. Advertising agencies are paid to advertise, not to sell. Clue's in the name. :p
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The ultimate motive of the advert will be to make money and that will only come through sales.
 
When I think of Honda I think, more or less in order, of the following:

Motorcycles
Pops Yoshimura (probably showing my age there)
Asimo
Outboard motors
Lawnmowers
Cars.

I think it's a great advert, as are many of their adverts. To classify it as a car advert strikes me as missing the point somewhat.
 
simon ess said:
To classify it as a car advert strikes me as missing the point somewhat.
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But I never classified it as a car advert, I've already said it shows what they have done, what they did one or two years ago (age of advert) and a preview of what they have planned for the future. The only thing from the advert I wasn't already aware of was the aircraft. Honda means different things to different people, as I've already stated and the advert makes people aware of the other things they manufacture in the hope that if someone wants to buy a lawn mower, car, motorbike, or any of the other products shown, then they are hoping that someone will consider then buy a Honda product. All I've stated is that in terms of their UK car sales, it doesn't seem to work. There's no denying their car sales may have been worse without the adverts, but it still hasn't brought them close to their competitors.
As an aside, I learnt something watching James May's program about Cars for the People last night. There have been over 89 million Honda Supercubs (scooter) sold to date since they were first introduced and is the worlds best selling vehicle, nothing else even getting close. Now that is impressive.
 
nilagin said:
UK car sales, it doesn't seem to work. There's no denying their car sales may have been worse without the adverts, but it still hasn't brought them close to their competitors.
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Well.. as we don't know how well they would be doing without the ads, we can't actually say with any confidence whether the ads work or not. However, they are effective ads. Ads don't actually advertise products, they advertise a lifestyle, and tap into people's desires. Hardly ANY car ads actually say much about the cars they sell. This is just a brand awareness campaign... look.. we do all this... we're great... trust us. That kind of thing.

I'd say it;'s successful without a doubt.


We're talking about it are we not? It's grabbed and held our attention. To the demographic it's aimed at (those of perhaps an older persuasion, who just treat cars like white goods) then it's probably dramatically increased the chances that they'll consider Honda.
 
There's a Ford radio ad at the moment on the radio that practically qualifies as a general anaesthetic.

Oh...shall we readjust the discussion to days...plural? :-)
 
Going by the use of the race car in the ad, it's from 2012 or 2013. In 2011 they sold just over 50,000 cars.in the UK. 2012 they had a bit of a better year with just over 54,000 cars. Yet dropped big time to less than 34,000 last year. Yep, very successful ad campaign.
 
nilagin said:
Going by the use of the race car in the ad, it's from 2012 or 2013. In 2011 they sold just over 50,000 cars.in the UK. 2012 they had a bit of a better year with just over 54,000 cars. Yet dropped big time to less than 34,000 last year. Yep, very successful ad campaign.
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Almost a shame it's not a car ad eh?
 
nilagin said:
Going by the use of the race car in the ad, it's from 2012 or 2013. In 2011 they sold just over 50,000 cars.in the UK. 2012 they had a bit of a better year with just over 54,000 cars. Yet dropped big time to less than 34,000 last year. Yep, very successful ad campaign.
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The SMMT figures show Honda sold 55,660 cars in 2013 against 54,208 in 2012, an increase of 2.68%, so not quite the disaster that you suggest.
 
Bobsyeruncle said:
The SMMT figures show Honda sold 55,660 cars in 2013 against 54,208 in 2012, an increase of 2.68%, so not quite the disaster that you suggest.
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The figure I'd seen was just under 34,000 but on rechecking yes it is 55,660, so yes an increase of 1,452 cars and not the reduction as I first thought. But compare it to their competitors increase in sales over the same period.
Citroen +4,702
BMW +8053
VW +10987
Peugeot +5949
Toyota +4085
Nissan +12132
Ford +28948
In 2012 Honda expressed a desire to double their car sales figures by 2017, with an approx. 10% increase in the first 2 years, they have a long way to go.
 
viv1969 said:
Almost a shame it's not a car ad eh?
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It's an advert for all their products, cars being one of the main products that would return a larger profit per unit sold. Adverts are paid for by selling products and as I posted above Honda are 45,000 car units short of where they would like to be by 2017.
 
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