The table provides an analysis of advertising expenditures by four car companies in the UK in 2002, focusing on 5 advertising channels: press, cinema, outdoor, radio, and TV. Overall, while newspaper and especially TV advertising were the primary focus, radio received a constant allocation by all the companies. Relatively lower amount of money was spent on the remaining channels.
Renault had a total advertising expenditure of $132 million, with a substantial portion allocated to TV advertising($59 million. Newspaper advertising followed closely at $45 million, and that of radio received $15 million in funding. Renault also invested $6 million and $7 million in cinema and outdoor advertising, respectively.
Rover, similar to Renault, had a preference for TV commercials, investing $45 million in this channel. Newspaper advertising received slightly lower budget of $38 million, while radio advertising accounted for $15 million. Rover allocated a significantly smaller amount of $2 million to outdoor advertising and did not invest in cinema advertisements.
When it comes to Vauxhall and Cetirizine, both companies chose TV as the most advertising medium, with the former spending $65 million and the latter $75 million. Similarly, newspaper advertising received more funding in Cetirizine with $12 million compared to Vauxhall’s $8 million.
Regarding the less popular means of advertising, Vauxhall allocated $5 million to cinema but Cetirizine opted out of reaching out to customers this way. $7 million was spent on outdoor advertising by Vauxhall, whereas this figure was much lower in Cetirizine, at $3 million. Lastly, both companies allocated an equal amount of $15 million to radio commercials.