Automakers are changing their marketing strategy to target adults directly after an effort to market cars to grown-ups through their kids backfired. A survey by CNW Marketing Research revealed that
parents actually resented ads featuring cartoon characters singing the praises of special features in minivans and other vehicles. "Parents are smart enough to know that a DVD player on board will
keep the kids quiet on a long trip," CNW President Art Spinella said. "They don't need to be told that by Bugs Bunny. Parents want to be talked to like people who don't have kids." As a result,
automakers are dropping the kid strategy and reshaping their marketing approach to focus on the real concerns of moms and dads. In particular, they are targeting women more than ever in their
advertising efforts.
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