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David Evans | motorbookworld

Car brochures – the powerful marketing tool

Sep 10th 2015 at 7:26 AM

Consumers invest a significant amount of time and money in the search of information they need before making a purchase decision. A typical search process might be inclusive of visiting websites to obtain information about pricing & features, paying close attention to auto commercials on television, reading consumer reports, track performance data, etc. Ultimately, consumers visit a dealership to get a glimpse of the vehicle or touch the machine, perhaps they would also want to take it for test-drive. Another way to advertise is through colourful, glossy brochures that showcase the model you are interested in. The dealer gives you a brochure if you leave the place without buying a car.

The purpose of automotive brochures and literature is branding. It doesn’t teach you the technical aspect of the car, though they provide a certain amount of technical information. These brochures are provided only towards the end of the search process after you have gone through preliminary search process or information gathering. These brochures are very expensive to produce with photographs of high quality.

Brochures carry a wide range of pictures depicting the vehicle in a variety of poses. However, the purpose of this object is largely emotional. The main job it serves is to keep a dream alive – to make the vehicle as real as possible in your imagination so that it could tickle your emotions as you go on to compare it with one or two different models. While turning the pages of the brochure you start imagining yourself driving the car across the landscapes that you might have seen only in movies. The glittering pictures force you to imagine yourself riding besides your smiling family or having fun with children. Also, you start imagining the admiring glances of strangers watching you cross the aisle in front of urban destinations.

Aside from tickling your imagination, they also provide you a great deal of information through images that are found in typical car brochures.

Informational images are the most important as they depict product features, options like colour choices, engineering cutaways, and others.

Driver experience images are also featured in brochures. They carry photos of the car in motion or being driven, interior shots screening the driver’s viewpoint behind the wheel. The main element here is kinetics or a sense of motion that photograph has to evoke – and it does successfully.

Automotive brochures and literature thus play a powerful role in advertising. Not just they provide the car detailing but also influences user’s viewpoint and touch them emotionally.

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