Mazda Presentation

Mazda North America

What does the Mazda brand exemplify?

Mazda exemplifies...

Zoom-Zoom.zoom (definition): To move or travel

quickly.Mazda CX-70-60: 7.4

Honda CR-V0-60: 9.5


the soul of a sports car.


emotion in motion.


emotion in motion.


Affordable

Expensive

Attractive

Ugly

sweet s

pot

sweet s

pot

emotion in motion.

Why are sales only satisfactory?

Sales, YTD, 2008

Toyota Camry

Mazda6

New York City

8096 571

West Palm Beach

1458 91

TV isn’t as powerful as it used

to be.

Newspapers can help with print &

online.

Newspapers are read by a very

affluent audience.

People trust newspapers, and view

them as a valuable source of information.

Newspaper Advertising Still The

Most TrustedTypes of Types of

Advertising Advertising Trusted by Trusted by

Internet Users Internet Users WorldwideWorldwide

(% of Internet (% of Internet Users Users

Worldwide)Worldwide)

People who read newspapers hold influence over the

lives of others.

Newspapers are the Best for Influencing

TVNewspapers Internet Magazines Radio

Source: NNN 2005 Media Engagement Study; Conducted by Millward Brown

For each of these listed statements, For each of these listed statements, please indicate which of the following please indicate which of the following types of media that you associate with types of media that you associate with

that statement.that statement.

““Influences the way I think about Influences the way I think about things”. things”.

Newspapers are effective in the

beginning and end of the purchase funnel.“Newspapers are great for driving

sales. There is no evidence that they

improve performance

throughout the buying funnel.

Prove that they do.”Gfk: Growth from Knowledge

Here’s why newspapers perform

for automotive advertisers

throughout the Purchase Cycle.

6 mo 5 mo 4 mo 3 mo 2 mo 1 Mo 2 Wk

My needs 4.15 4.06

Models available 4.15 4.42 4

Features 4.46 4.13

Price 4.26 4.47

Gfk: Growth from Knowledge

3 months prior to

purchase 3 months

following purchas

e

Newspaper readership is highest three months

prior to a car purchase.Q5: How often do you Q5: How often do you

read the daily read the daily newspaper?newspaper?

MRI: Respondents who MRI: Respondents who “read 28+ papers in last “read 28+ papers in last

28 days” divided by 28 days” divided by respondents who “read respondents who “read any daily newspaper”. any daily newspaper”. GfK: Respondents who GfK: Respondents who

“read every day” “read every day” divided by respondents divided by respondents who “read at least one who “read at least one newspaper a week”.newspaper a week”.


Initial Stage Consideration Stage

Final Stage

Newspaper Ads

TV Ads

Magazine Ads

Radio AdsOutdoor Ads

Newspapers Deliver Throughout the Cycle

Q23, 24, 25: Determining which vehicles to Q23, 24, 25: Determining which vehicles to consider in your initial consideration Set, consider in your initial consideration Set,

Narrowing down your consideration set to 1-2 Narrowing down your consideration set to 1-2 vehicles and deciding which make/model to buy.vehicles and deciding which make/model to buy.


80% Indicated YES80% Indicated YES

Shoppers want more manufacturer

advertisementsQ11A: Would you like to Q11A: Would you like to see more manufacturer see more manufacturer

newspaper ads like this in newspaper ads like this in the future?the future?


How can Mazda successfully utilize

newspapers?

Print & Online

Newspaper Online Audience is at the

Highest Levels EverUnique Users January 2005 – March 2008

(000)43,330

65,685

Up 51.6%

Source: Nielsen Online – Adults 18+

Mar

‘08

Boston.com increases the net reach of the Boston Globe by 50% Among

Adults 18-34

Read Print Only

Past 7 Days372,000

Read Print&

Visit Website68,400

Visit Website OnlyPast 7 Days

221,000

Source: 2007 Scarborough San Francisco DMA

SFGate.com Increases the net reach of the San Francisco Chronicle by 14% among adults 18-

34

Source: 2007 Scarborough San Francisco DMA

Read Print Only

Past 7 Days276,800

Read Print&

Visit Website123,800

Visit Website OnlyPast 7 Days

55,400

Mazda3

Target Demographic: Young people in their twenties & thirties. Sportier

MazdaSpeed3 towards males in their mid-twenties.

Newspaper Mix: News & SportsPrint and online

Mazda5

Target Demographic: Parents with kids who need room for seven, but not the poor driving dynamics of competitors’

minivans.

Newspaper Mix: Entertainment & Lifestyle

Print and Online

MX-5

Target Demographic: People who want a convertible with the all-

weather connivence of a hard top.

Newspaper Mix: Sports and entertainment

Print and Online

Mazda6

Target Demographic: People who want an affordable, sporty, and economic midsize sedan. Male and female.

Newspaper Mix: News

Print and Online

RX-8

Target Demographic: People who want the fun and performance of a

sports car, and have room to bring friends along for the ride.

Newspaper Mix: Sports

Print and Online

CX-9

Target Demographic: Young parents with a large family that need to carry many people and their belongings.

Newspaper Mix: Entertainment & Lifestyle

Print and Online

Automotive

Mazda Presentation