Finalists Announced for Nielsen’s Automotive Green Marketer of the Year

Alma L. Figueroa

Chevrolet, Ford, Honda, Mercedes-Benz, and Toyota are the finalists for the initial at any time Automotive Environmentally friendly Marketer of the Yr, which will be presented at the Los Angeles International Auto Present on November 18, 2010. The award recognizes the brand name that manufactured the greatest strides in getting client consciousness and positively shifting shopper perceptions for the automotive industry’s environmentally pleasant initiatives. Car producers that ran any national Television ads with “green” themes in between Oct 2009 and September 2010 were qualified for thing to consider.

To ascertain the finalists and winner, Nielsen leveraged 3 research reports to incorporate recognition stages and perceptions across media styles. The experiments involved:

  • A custom made study of almost 7,000 consumers’ cross-media consciousness and perceptions of environmental messages by automotive manufacturer
  • Reaction data from 2.5 million viewers of nationwide television advertising and marketing gathered by Nielsen’s ad efficiency measurements service, focusing on green automotive advertisements
  • Measuring social media “buzz” sentiment in just green-related dialogue threads

The results showed that individuals have definite substantial awareness of environmentally helpful ad campaigns, with eight in 10 people in the cross-media recognition survey reporting seeing “green” car advertisements just lately. Also noteworthy is the typically favourable mother nature of discussion surrounding inexperienced subject areas for vehicle models in buyer-generated media (CGM). A lot less than 1 percent of dialogue was detrimental on typical. This is also mirrored in the number of people who explained eco-friendly ads shift their viewpoint of the model, with two-thirds saying their feeling was much more beneficial just after viewing these adverts.

“We have observed a heightened consciousness amongst individuals for environmental initiatives in the vehicle sector,” mentioned Lois Miller, President of Nielsen Automotive. “The key advantage is that with this recognition is also a extra positive perspective of the model and in the long run, this can help auto producers reach customers that may perhaps not have deemed their model prior to.”

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