Use of Advertising and Marketing Incentives to Promote Sales of Fuel Efficient Vehicles Executive Summary

摘要

“ A study of the Use of Advertising and marketing Incentives to Promote Sales of fuel Efficient Vehicles” was undertaken by Market Facts, Inc., to illuminate how consumer acceptance of fuel-efficient automobiles is influenced by advertising and incentives.nThe objectives of the project were accomplished through the performance of a series of tasks. The tasks included a comprehensive literature review, the development of advertising and incentive typologies or evaluation frameworks, an evaluation of the effectiveness of advertising and promotion in the marketing of fuel-efficient cars, and the identification and description of methods to measure the effectiveness of advertising and promotion in promoting fuel efficiency as an attribute.