尼尔森-2018年汽车营销报告.32页.pdf

報告吧 THE NIELSEN AUTO MARKETING REPORT 2018 At Nielsen, data drives everything we do—even art. That’s why we used real data to create this image. Copyright © 2018 The Nielsen Company (US), LLC. All Rights Reserved. 更新 日更千篇 www.baogaoba.xyz 獨家收集 百萬報告 实时 報告吧 LETTER FROM THE AUTHORS NATE HUTCHINS VP - Client Strategy - Welcome to The Nielsen Auto Marketing Report 2018! Automotive, Nielsen Watch As you probably know, buying a car is a long and complex process. For starters, it’s an expensive purchase, so we tend to be cautious and deliberate about it. It’s also a decision we live with for some time, so we owe it to ourselves to review the relevant options. Just consider that there are 412 distinct car models in the U.S. alone this year.1 Picking the right car is not necessarily a rational process either. Ask anyone to explain what they’re looking for in a new car and the words don’t come easy: BRETT HOUSE part of it is utilitarian, part of it is hedonic, and there’s no readymade formula to VP - Marketing Strategy, Nielsen Watch make it any easier. While we’re hard at work trying to figure out which car to buy, you—the auto marketer—are working equally hard on sophisticated incentive packages and advertising campaigns to sway our decisions. The stakes are high: the industry spends $35 billion a year in marketing initia