AFECTS®

To thrive in the competitive automotive industry, marketers need reliable and actionable information on the effectiveness of their communications resources. Understanding the linkages between advertising strategy and real-world consumer takeaway is critical to maximizing the effectiveness of communications dollars spent.

GfK Automotive AFECTS (Allison-Fisher Effective Communications Tracking Study) goes to the source for these insights—those who are in the market to purchase a new car or truck. The study provides marketers with the industry’s most complete picture of the relationship between ad awareness, message recall and automotive brand health through the eyes of potential customers. As such, AFECTS is an invaluable guide for understanding the impact of advertising/ communications among automotive intenders measuring both the strategic and tactical throughputs of advertising with "call-to-action” effectiveness.

Key elements of the study include:

• Study elements organized around four primary strategic questions: (1) Do we have the right levels of awareness? (2) Do we reach the right people? (3) Do we deliver the right message? (4) Do we project the right personality?
• Unaided Advertising Awareness (for all vehicles in all segments recalled)
• Message Recall (aided, with 20 categories listed)
• Advertising Reaction (likeable, informative, believable, persuasive, with a "Check as Many as Apply” direction)
• Extensive demographic, DMA and Regional analysis available

There is no better resource than AFECTS in the automotive category for assessing advertising effectiveness. Supporting AFECTS is GfK Automotive, with its 20-year history as a world-class industry information provider. In addition, all GfK Automotive representatives are experienced at assimilating both internal and external marketing data to provide an advertising/communications tracking instrument keyed to the specific strategic needs of subscribers.

For more information on AFECTS, or any other GfK Automotive product, contact us today.