Fuel price: R45m spent on ads
FUEL PRICE HIKE? WHAT FUEL PRICE HIKE? Despite the increases in the fuel price, fuel companies are to determined to grab their share of fuel-conscious South Africans, to the tune of R45.8-million in a single month. Image: SAPA
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Wheels24 has reported that the retail price of all grades of petrol will rise by 32c/litre, pushing it to a record R13.55/litre in Gauteng and R13.18 at the coast.
Despite increases in 2013, media agency Ads24 reports that top brands will spend huge amounts on fuel advertising.
How much? Nearly R46-million in A SINGLE MONTH!
WANT THE FUEL-CONSCIOUS
According to Ads24’s latest Path to Persuasion (P2P) research R45.8-million was spent on fuel ads in March 2013 by the top brands.
The research also showed that print was the “go-to” option for brands to advertise fuel.
According to Ads24, advertising fuel brands is different from many other categories, as products are ostensibly the same despite variations in additives and filtration. Vicinity and brand power play a large part in consumer choice when filling up though customer loyalty (i.e which fuel they choose) is not as strong as in other categories.
Ads24 head of marketing and business strategy, Vimla Frank, said: “Different consumers have different information preferences. Some like to be entertained and persuaded, others like to understand the details, benefits and specifications. Different media types are more or less effective at delivering different types of information.
“This is why a print and broadcast media mix is often a good ‘go-to’ option for advertisers. This is certainly the case in the petroleum category.”
NOT ALL DOOM AND GLOOM
If you want real info, however, earlier in July 2013, Wheels24 showed where South Africa's fuel prices rank compared to the rest of the world.
Click here for some fuel-saving tips.
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