News 
White Papers
This paper discusses how an expected decrease in market share for Toyota will influence the other competitive brands and specifically what Hyundai could do to leverage the opportunity in terms of their marketing message. This analysis only focuses on the larger side of the medium / large car segment.
For our analysis, we have used Pointlogic’s M3 Automotive study. This study, which was fielded in the fall of 2009, aims to help automotive advertisers with deciding on an appropriate messaging strategy and to build corresponding marketing communication plans. The study uses a survey among 15,000 consumers to understand their purchase behaviour across 8 car segments.
Key to the M3 study is the concept of ‘stimulators’ or factors that are decisive for consumers when they make purchase decisions.
Nowadays, a lot of money is spent on advertisement on a yearly basis. For advertisers it is important to know what the pay-off of their advertisement will be. Therefore, it is important to know how many people will see the advertisement (or: how many people will be reached). Several respondent researches are available to fulfil this need for information. For example, the reach of magazines and newspapers is measured by print researches. In a print research, a so-called ‘reading probability’ is available for every respondent. This ‘reading probability’ serves as an indicator in computing the reach.
White Papers
White Papers
How Hyundai can benefit from the Toyota recalls
This paper discusses how an expected decrease in market share for Toyota will influence the other competitive brands and specifically what Hyundai could do to leverage the opportunity in terms of their marketing message. This analysis only focuses on the larger side of the medium / large car segment.
For our analysis, we have used Pointlogic’s M3 Automotive study. This study, which was fielded in the fall of 2009, aims to help automotive advertisers with deciding on an appropriate messaging strategy and to build corresponding marketing communication plans. The study uses a survey among 15,000 consumers to understand their purchase behaviour across 8 car segments.
Key to the M3 study is the concept of ‘stimulators’ or factors that are decisive for consumers when they make purchase decisions.
Data Fusion: Combining Multiple Analysis
Nowadays, a lot of money is spent on advertisement on a yearly basis. For advertisers it is important to know what the pay-off of their advertisement will be. Therefore, it is important to know how many people will see the advertisement (or: how many people will be reached). Several respondent researches are available to fulfil this need for information. For example, the reach of magazines and newspapers is measured by print researches. In a print research, a so-called ‘reading probability’ is available for every respondent. This ‘reading probability’ serves as an indicator in computing the reach.