The table below illustrates the total expenses for commercials of four different car brands: Renault, Range Rover, Porsche, and Citroën, as well as the amount of money allocated to four types of advertising: cinema, press, outdoor, and TV, in 2002.
Overall, in terms of total expenditure, Renault and Porsche spent the largest amount of money on marketing, while Citroen allocated the smallest budget to this activity. Additionally, regarding the four types of commercials, most manufacturers used TV to popularise their products, with the exception of Range Rover, and cinema was not widely preferred as a medium for advertising.
Looking first at Renault and Porsche, both manufacturers incurred similar advertising expenses, which were estimated at 59 million. It is also observed that Renault and Porsche allocated no budget to cinema commercials in 2002. In addition to this, TV advertising accounted for the largest proportion of expenditure in both car brands, which w as 50% for Renault and 56% for Porsche, while the figures for outdoor marketing were roughly the same, which constituted in the vicinity of one-fifth of the total.
Turning to Range Rover and Citroen, the latter manufacturer had the lowest advertising expenditure, recorded at 36 million. Besides, both examined car brands devoted 6% of their budget to cinema advertising, which was the smallest proportion compared to the other three categories. It is also noticeable that the budget for TV commercials fo r Citroen doubled that of Range Rover, while the opposite pattern was observed for press promotion campaigns, which were estimated at 21% for Citroen and 52% for Range Rover.