USE OF ADVERTISING AND MARKETING INCENTIVES TO PROMOTE SALES OF FUEL EFFICIENT VEHICLES. PART I: EXECUTIVE SUMMARY

The study illuminates how consumer acceptance of fuel-efficient automobiles is influenced by advertising and incentives. The National Highway Traffic Safety Administration (NHTSA) wishes to use the study to become more knowledgeable about the use and effectiveness of these tools in marketing automobiles, particularly fuel-efficient vehicles. The purpose of the study is to develop a basis for understanding the strengths and limitations of these marketing tools. The objectives of the project were accomplished through the performance of a series of tasks. The tasks included a comprehensive literature review, the development of advertising and incentive typologies or evaluation frameworks, an evaluation of the effectiveness of advertising and promotion in the marketing of fuel-efficient cars, and the identification and description of methods to measure the effectiveness of advertising and promotion in promoting fuel efficiency as an attribute. The executive summary provides a description of the objectives of the study, major findings and conclusions.

• Supplemental Notes:
  • See also Part 2, PB82-115635.
• Corporate Authors:

  Market Facts, Incorporated

  1611 North Kent Street
  Arlington, VA  United States  22209

  National Highway Traffic Safety Administration

  1200 New Jersey Avenue, SE
  Washington, DC  United States  20590
• Authors:
  • Donnelly, J H
• Publication Date: 1981-6-10

Media Info

• Pagination: 33 p.

Subject/Index Terms

• TRT Terms: Advertising; Automobiles; Consumers; Evaluation; Fuel consumption; Incentives; Marketing; Measures of effectiveness; Motor vehicles; Promotion; Publicity; Sales
• Uncontrolled Terms: Effectiveness
• Subject Areas: Energy; Finance; Highways; Planning and Forecasting; Society; I72: Traffic and Transport Planning;

Filing Info

• Accession Number: 00346661
• Record Type: Publication
• Source Agency: National Technical Information Service
• Report/Paper Numbers: Final Rpt., HS-805 996
• Contract Numbers: DTNH22-80-C-07131
• Files: HSL, NTIS, TRIS, USDOT
• Created Date: Jan 29 1982 12:00AM