The table illustrates how much money was spent on four different types of advertising by four car producers in 2002, together with the total amount of money allocated by each producer.
Overall, Renault and Porsche’s expenditures were the highest among the four car manufacturers in 2002. Meanwhile, while Porsche allotted most of their budget to advertising via press, the other manufacturers opted for TV commercials as their main type of advertising channel.
Regarding the producers with the highest expenditure on advertising, Renault – originating from the UK – and Citroen spent the same amount of 59 million pounds each. In more detail, they also shared a rather similar advertisement spending pattern, with the highest expenditure being on TV commercials, at 50% and 56% respectively. In addition to this, they did not spend any money on advertisements at the cinema. Regarding the differences, while Renault spent more on press advertisements (27%) than outdoor ones (23%), the opposite was true for Porsche, with 26% on outdoor advertisements and just 18% on press ones.
As for the remaining manufacturers, Range Rover’s spending on advertisement was a little higher than that of Citroen, at 41 and 36 million pounds respectively. In terms of how the money was spent by Range Rover, advisements via press recorded the highest expenditure, at 52%. Next came TV and outdoor advertisements, at 22% and 20% respectively; leaving the figure for cinema at a mere 6%. Turning to Citroen, this producer spent the most on TV commercials, at 55%, followed by the figures for press and outdoor, at 21% and 18% correspondingly. The remaining 6% went to Cinema.