Ford's advertising has the highest recall factor for all automotive brands among consumers, according to Roy Morgan.
Roy Morgan's Automotive Currency Report puts Ford at the top of the list with 77% of surveyed consumers recalling the brand's advertising. Holden followed in second with 72% while Toyota was third with 67%. Toyota dropped 5% in the recall stakes over the past two years.
Roy Morgan Research industry communications director Norman Morris said: “With many of the Japanese manufacturers forced to cut their ad spend as a result of the March 2011 tsunami and earthquake, it's not surprising to see that ad recall for Japanese brands is down across the board.”
Mazda was fourth with 66%, followed by Honda with 62%, Hyundai with 59%, Mitsubishi with 53% and Nissan with 50%. Volkswagen had the highest increase as the German brand jumped from 40% to 50% since 2010. Kia, Subaru and Suzuki rounded out the top 12 brands.
Morris adds: “With so many automotive brands available to choose from, multiple new or face-lifted models hitting the market each month and budgets tightening, memorable, targeted communication is increasingly vital.
"When linked with brands media spend, this advertising recall figure can be used to give an indication of the advertising effectiveness of each brand campaigns.”
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