Car Concepts: Vehicle Sales, Ad Spends Don't Jibe

http://www.adweek.com/aw/content_display/news/client/e3i1e5a2e8d39dee1085a3ac150b5e907aa

A new analysis of the automotive industry by Todd Turner, principal at consultancy Car Concepts, shows significant disconnects between the segmented sales performances of some vehicles and the marketing dollars spent to promote those trucks and cars.

In fact, some of the findings were downright schizophrenic: strong ad spends failed to boost sales in some cases, while other vehicles have sold quite well despite minimal marketing support.

The dissonance between spending and results, Turner said, is further proof that "no amount of marketing can make up for product that isn't competitive in its segment."