Advertising on Cars: New vs. Used – Which is Better?
Choosing the right medium to promote a brand or product is a crucial step. Among the increasingly popular options is advertising on cars, whether new or used. However, a key question arises: Is it better to choose new cars for advertising or used ones? This question has multiple perspectives, and each option has its own pros and cons that we must understand before deciding.
Advertising on Cars: Where Did the Idea Come From? First, we need to understand why car advertising has become a common choice. The reason is simple: Cars are mobile, reach numerous locations, and easily attract attention. Whether it’s a private vehicle or part of a company fleet, advertising on it exposes the brand or message to a large number of people in diverse areas. In other words, car advertising is a form of mobile outdoor advertising, considered effective for increasing brand awareness unconventionally.
New Cars: Advantages of Advertising on Them If we decide to advertise on a new car, several advantages might make this option appealing:
- Attractive and Elegant Appearance: New cars typically have a clean, shiny look, which positively reflects on the advertisement. People tend to admire new things, so advertising on a new car may attract more attention.
- Excellent Vehicle Condition: Being new means the exterior design is consistent, without scratches or marks that could distract from the ad. This preserves the ad’s quality and professional appearance.
- Ease of Dealing with the Company/Dealer: Sometimes, manufacturers or dealers of new cars offer special facilities for collaborating on ad campaigns, making the process smoother.
- Positive Psychological Impact: Advertising on a new car can suggest that the product or service is associated with innovation and quality, creating a favorable impression on the audience.
Used Cars: Do They Have a Role in Advertising? But does this mean used cars aren’t suitable for advertising? Quite the opposite. There are also many advantages to advertising on used cars:
- Lower Cost: Purchasing a used car or agreeing to advertise on it is often less expensive than a new car, especially if you have a limited budget.
- Greater Number of Options: Used cars are more widespread, meaning you can choose vehicles in different geographic locations or based on the target audience.
- Potential for Rapid Spread: Some advertising companies leverage large fleets of used cars to distribute ads widely, increasing the chances of the ad being seen.
- Variety in Models and Styles: Since used cars encompass various models, they can target different age groups or social classes depending on the car type.
Challenges Facing Advertising on New and Used Cars Of course, each option has its challenges, which must be considered:
- New Cars: Advertising on them can be costly due to the high price of the car itself. Additionally, new car owners often prefer not to place signs or stickers on their vehicles, fearing it might affect their appearance or value.
- Used Cars: The main challenge is maintaining the quality of the exterior appearance, especially if the car is old or has scratches. This could impact the ad’s quality and the audience’s perception.
From the Audience’s Perspective: Which is Better? Looking at the audience, new cars tend to attract a specific group of people, particularly those interested in fashion and modern technology. Used cars, however, can reach a broader and more diverse audience. Similarly, advertising on new cars conveys modernity and professionalism, while used cars give a more spontaneous and relatable feel. This might suit certain campaigns aiming to project a popular or practical image.
Tips for Choosing the Type of Car for Advertising If you’re responsible for an ad campaign considering car advertising, here are some points to help you choose:
- Define Your Budget: Do you have a large budget allowing you to buy or lease new cars? Or do you need a lower-cost option like used cars?
- Product/Service Type: If the product is luxurious or associated with modernity, a new car might be more suitable. If it’s for the general public, used cars could be a better fit.
- Campaign Duration and Distance: New cars are likely more reliable for long distances or extended periods. Used cars might be suitable for shorter durations or limited distances.
- Geographic Spread: Used cars can facilitate wider ad distribution due to their variety and availability.
Conclusion Simply put, there’s no single correct answer for everyone regarding whether it’s better to advertise on new or used cars. Each option has its pros and cons, and the choice depends on factors like budget, product type, target audience, and campaign goals.
Advertising on cars is an effective and attractive tool if used correctly, whether through new cars that add a touch of luxury and modernity, or used cars that offer wider reach and lower costs.
If you want my personal advice, the most important thing is that the ad is clear, engaging, and serves the message you want to convey—regardless of the car type. Because it’s the content that stays in people’s minds, not just the car’s appearance.
Read More
- An 18-month warranty on ad quality? Yes, and we’re confident about it!
- Free re-installation up to 3 times? Discover our most powerful mobile ad package!
- How much does car advertising cost? And is it really worth it?
