High-tech marketing communication in the automotive industry: a content analysis of print advertisements
by Christian Vincenzo Baccarella; Christian Willi Scheiner; Timm Florian Trefzger; Kai-Ingo Voigt
International Journal of Business Environment (IJBE), Vol. 6, No. 4, 2014

Abstract: Appropriate marketing communication is critical for the success of a product. Especially in high-tech markets, the adoption of new products is challenging, as customers' willingness to buy a product can be hindered by a lack of knowledge and experience. The choice of information content given in advertisements is, therefore, crucial. Despite its importance, research on advertising in high-tech markets is still underrepresented. The aim of this study is, hence, to examine advertising activities of high-tech products. As research object, print advertisements of OEMs from the automotive industry have been chosen, as cars are technologically advanced products, which incorporate a wide range of technologies. Based on an explorative content analysis, 708 car print advertisements, published between 2005 and 2012, are examined. The findings show, e.g., that value and user experience is the most frequently found information cue, whereas price and safety aspects are only communicated in the minority of the analysed advertisements.

Online publication date: Tue, 30-Sep-2014

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business Environment (IJBE):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?


Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com