Pay attention to the product, not the ad

DEAR MS. CANTWELL,

Enjoyed your September 26 column very much. As a "car nut" and a marketer, I see a trend continuing in this business that the car companies themselves don't seem to understand.

Lately, car makers seem to care more about consumers connecting with their advertising than with the products they produce. Focus groups, directors, designers and many other specialists seem to pour more attention over the 15-second television commercial or print ad than they do over the emotional impact created by the cars and trucks they are trying to sell.

As a marketer and a collector car enthusiast, I'm amazed at the connection owners have with, for example, a 1964 Mustang or 1959 Corvette.

Many of us that know cars would have difficulty looking at side photos of the top 20 selling

cars and being able to tell a Toyota Corolla from a Kia Sephia or a Chevrolet Impala.

As a result, if I do see a creative, interesting ad for a car or truck, I'm caught up in ad itself and not the product.

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