CAR makers may be wasting millions of dollars plunging the bulk of their advertising budgets into television, with a new survey claiming magazines, newspapers and the internet are more valued by car buyers for the information they deliver.
The survey by AC Nielsen for Time Inc tracked key influences on car buyers for the six months in the lead-up to a car purchase, charting which messages were most influential at each stage of the process up to the week of purchase.
With car makers spending an estimated $615 million a year on advertising -- 51 per cent of that on TV -- observers say the implications for the car industry are huge.
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