ADS FOR HIGH-PRICE VS LOW-PRICE PRODUCTS

Summary from the TLDR Marketing newsletter

Based on an analysis of 2,317 TV car ads, $11.3B in ad spend, 15 years of sales data, and 7 years of search trends, researchers found that informational ads increased sales for lower-priced cars under $36,000 or those with lower quality ratings, while emotional ads boosted sales for higher-priced, high-quality cars and increased searches across all price points. Emotional ads also created stronger buzz and brand interest. However, informational ads remained more effective at converting sales for cheaper cars. The findings suggest expensive products benefit most from emotional ads, while inexpensive products perform better with informational ads.