• by Tanya Gazdik , July 17, 2017

Kelley Blue Book is promoting its Price Advisor Tool, which gives prospective car buyers guidance into how much they should pay for their next vehicle.

A 30-second TV spot “We Wrote The Book” launches today. The campaign, created by Zambezi, targets men and women ages 18-49. Creative will run across cable, network and streaming television platforms, as well as digital media, with a focus on sports and entertainment programs on ESPN, TBS and Comedy Central.

Negotiating a fair purchase price or lease of a new or used vehicle remains one of the most frustrating parts of the car buying process for consumers, said Jessica Stafford, VP of marketing for Kelley Blue Book.

“With 83% of car buyers utilizing third-party sites like KBB.com when researching and shopping for a vehicle, it’s critical that we deliver a helpful, high-quality online experience to every Kelley Blue Book user, and especially when it comes to price,” Stafford tells Marketing Daily. 

The tool is updated weekly by Kelley Blue Book’s team of vehicle valuation analysts, data technicians and statisticians. The fair market range and fair purchase price of a vehicle is determined by taking a range of market data into consideration, including what others have paid for similar vehicles in the area, current market conditions, vehicle availability, local demand and a multitude of seasonal buying trends.

This campaign follows a TV spot launched in April showcasing the convenience of Kelley Blue Book Instant Cash Offer, a tool for car shoppers ready to trade-in or sell their current vehicle.