The table illustrates how the total amount of money, spent on four kinds of traditional media, was allocated by four car companies in 2002.
What is most striking when looking at the data is that the two automobile manufacturers with the highest marketing expenditure are Renault (UK) and Porsche. It is also important to note that these manufacturers, especially Porsche, generally allocate a large budget to TV advertising, except for Range Rover while cinema received by far the least.
In terms of manufacturers investing the most in marketing, both Renault (UK) and Porschespent 59 million pounds in total; however, they differed in the allocation of their funding. Porsche stood out with 56% allocated to TV advertisements, which is as opposed to outdoor and press, whose expenditures were 26% and 18% respectively. The latter broadly mirrored the former’s pattern regarding advertising expenditure. Renault also mostly focused on TV advertisements while spending less on press and outdoor promotion, with respective figures being a half, 27%, and nearly a fourth. Although the outlays for TV spent by Renault (UK) was slightly lower than that of Porsche, this car company invested more of their funds in newspapers compared to Porsche. A striking feature is that neither of these two car manufacturers invest in cinema advertisements.
Moving to Citroen (UK) and Range Rover with the lower total amount money allocated in advertisements. These companies had smaller total advertisement budgets, with 36 compared to 41 million pounds. Citroen (UK) favored TV advertising (55%), which is roughly equal to Porsche’s. The latter, on the other hand, only paid roughly half of Citroen’s percentage for TV commercials, and concentrated on newspaper campaigns instead, which accounted for 52% of its budget, nearly by far twice as much as the former. Notably, spending on outdoor promotion in the two companies was about the same (nearly 20%), with the similar trajectory being seen in the outlays of advertising through Cinema (6% each).