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the tag lines help in one thing and one thing only - increasing top of the mind recall. if it decides to play a role in influencing- it will inevitably as it allows for faster recall.

For example: The alto- Lets go- is catchy tagline, it brings out the features of the product and some of the brand attributes - its small, nimble and frugal. Similarly - reclaim your life - reflects on the brand attribute of the safari.

anyone with half a neuron would take the car ads with a pinch of salt. Ads help by letting people know whats on the market. at best, they may be able to lure people in for test drives. but the ad wont sell the car.

Is'nt print better than Tv in getting a message across?

like other members said,
ads announcing price cuts will bring far more people to the showroom than anything else.


minor purchases for eg FMCGs are helped tremendously by ads, i think, as I'm frequently hoodwinked by the campaigns.:Frustrati

Ads reinforce - (here by ads I mean all communication that manufacturer puts out thats not related to specs) - Like when I took the ikon for a TD it really felt like a josh machine - and that was a positive reinforcement -

Best Ads
Safari - reclaim your life is as good -
Pulsar ( new ad)
Scorpio - print (old one - & still continues - more between ears and cars will be jealous or whatever)
Bajaj Avenger (Music of Gods - feel like god - loved both)
Karizma (I guess its Hrithik factor rather than Karizma factor)
Castrol ads are good - ( Adam Gilchrist one - Rahul Dravid one was a waste )
Ford endeavor print ads


Average Ads -
New MHawk Scorpio Tele- (ok its marginally positive - slicker but ok)
Fiesta (Goa- Kerala - AB ad)
Indica Zeta (you gotta be dumb)
Yamaha (performance biking)
Santro (both old new /zip / zip plus etc)
Matiz (get-in get out easy ad)
BMW and Merc prints

Wierd Ads - IMHO -
Sumo Grande
Palio (the song sapno-ki-rani ad - it was for Stile I guess)
Versa ( both Big B and AB junior )
Estilo
Innova (Aamir Khan - it seems more ad for Aamir Khan rather than Innova)
Splendor / New splendor / splendour + / ++ / passion etc ( Iguess these were not addressed to me - but they were ok for their target audience - possibly)
Scorpio (old ad - plane v/s car helicopter wala - pure BS)
Bajaj XCD and Bajaj Discover - both waste (in one they wasted Jackie chan !!!)
Honda City - (Green car )
Getz ( wider)

Wrong Ads
Esteem (biig car! - where? Esteem??)


I guess thats what I recollect - this is rather top of mind classification

RD

Brands advertising to spread awareness is understandable but how does a celebrity help??? Unlike other products its not as if Sharhrukh khan is endorsing an i10 and driving it too. If celebs don't add value than why have a celebrity. I think Maruti has had celeb endorsement only once in their entire advertising history fotr Versa. Mr. Bachchan.
hyundai on the other hand has had SRK & PZ. The i10 was again launched with SRK. Innova had Aamir. The new innova ad ofcourse has now a lot of woment shown driving:D

The punch line or the tag line is somewhat a shadow image of any product. No matter a car or what!

Some lines I've always liked:

• Alto: Let's Go!
• Safari: Reclaim your life!
• DZire: The heart car!
• Omni: Fits all!
• BMW: Sheer Driving Pleasure!
• CLS: The Ultimate in seduction!
• Toyota: Moving forward!
• Innova: All you Desire!

Then there is something I found in one Construction company: Make yourself at Home! ;)

Every good product needs a good tag line/punch line!

See, adverts do what they are expected to.. i.e. get people's attention a celebrity adds to this attractiveness. The more catchy advert the more people are aware of a product.

Does this mean more sale? Not really, if the product is not good it wont sell no matter how well it was advertised. By product being not good what I mean is either the pricing is wrong, or brand image is bad or product itself has flaws etc etc

If good advertisements always meant good sales then management students wouldn't have sales & Marketing as different subjects :p

Advertisements are good for first impressions of a product those are newly launched , mostly in terms of looks and aesthetics , especially for cars and bikes, and highlighting some good features that may come with the package . But the decision on a purchase by a customer will depend a lot on feedbacks thru various means and his personal constraints and requirements. But some ads like the safari and new bajaj ads kind of ingle a person's hidden wild instincts a might slightly tilt his judgment in the favour of the car/bike just because somewhere it tends to touch some hidden desires.

If the consumer is well-informed and uses tools such as test drives, market research, automotive magazines and articles, online forums etc to arrive at his or her purchase decision, an advertisement cannot be anything more than a reminder that a product exists.

GM has Rani and Saif :)

I think the consumer these days is well awere of his/her choices but yes ads do go a long way to take care of brand recall.

OT guys ,how many of you have watched the Amul macho ad :) the one where the female washed the brief next to the lake .
Now how many people would that have influenced?

good ads such as which relate directly to your mindset will always outperform other ads. Its how you view an ad. it might be that i may not be able to perceive an ad the same way you might.

Oh it definitely influenced me to watch more of her pics/moves oops movies heheheh

I believe that using celebrities to sell a car is a real waste of money. That money can be better used to create awareness of the product vis-a-vis the competition.

More so when the celebrity and the product do not match. Eg.Santro and SRK. No one in his/her right mind would associate SRK with a Santro. But still Hyundai swears by him. Why ? Maybe because it increases the recall value of the product and could be resulting in sales.

But my belief was shaken a bit when my friend bought a Santro just because SRK was selling it and he is a die-hard fan. It is another matter that he is an MBA from a premier Indian institute. :)

MUL's using the Bachans for the Versa ad, was one of their most disastrous campaigns. I think they learnt from it and have avoided celebrities after that. I prefer ads centred around the car itself, like the Alto, WagonR and GV. Even the old Baleno TV ad, "The flight was cancelled. The meeting wasn't" was good.

If you ask the members of this community (who are so much more aware and informed than average joe), you will probably find that celebs don't add value because we know the pros and cons of a car, we do test drives and then make a decision. However IMO, we probably don't represent a large chunk of automobile buyers who make their decisions largely because of the brand.

Hyundai probably finds that SRK had a positive impact on Xing and that is probably why they are continuing with him for i10. Maruti has had so much of positive past history going for them, they probably don't need any ads for brand recall and nor do they need to associate a hip personality with their small car to sell them.

Some ads define a vehicle and build up the brand
For example
Reclaim your life
Bajaj Pulsar 220

Tata indica V2 Old ad(Lobo's song).

But most advertisements on TV nowadays are forgettable.