Automotive advertising copy test. Final report. [Mileage estimates]
The purpose of this research project was to explore the following issues: (1) mileage recall/recognition of miles per gallon/highway mileage estimates in print ads by advertisement readers; (2) determine consumer expectations and believability of advertised mileage guidelines; (3) measure recall/comprehension of mileage disclaimers; and (4) determine how consumers utilize published mileage estimates. The evidence from this study points to a public which is quite familiar with the EPA mileage estimates, in terms of using them as guidelines and in finding them to be helpful. Most adults also appear to be knowledgeable about factors which can affect car performance and, therefore, anticipate that, within certain tolerances, their actual mileage will differ from the EPA estimates. Although the consumer has been educated regarding fuel estimates, there is a very strong suggestion from this research that typical automobile print advertising does a less than an effective job in generating awareness of specific EPA estimates as well as their attendant disclaimer. Copy strategy and execution have a critical impact on recall of the EPA mileage estimates. 18 tables.
- Research Organization:
- Goldstein/Krall Marketing Resources, Inc., Stamford, CT (USA)
- DOE Contract Number:
- AC01-83PE70521
- OSTI ID:
- 5944266
- Report Number(s):
- DOE/PE/70521-T2; ON: DE85007356
- Resource Relation:
- Other Information: Portions are illegible in microfiche products
- Country of Publication:
- United States
- Language:
- English
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