DETROIT -

While dealers and automakers are turning more toward online advertising avenues, Phoenix Marketing International completed a study Thursday analyzing which OEMs are most successful with their traditional mediums — television and print campaigns.

Of the 35 brands tracked across multiple vehicle segments and ad media types, Phoenix discovered Chevrolet, Volkswagen and Audi generated the “best practices” in automotive advertising for all of 2011.

The firm explained its analysis was conducted using quantitative and qualitative data collected from more than 148,000 evaluations of more than 750 unique TV and print ads.

The Phoenix monthly syndicated ad audit asked respondents to rate advertising spots on a variety of in-market and creative metrics. This “best practices” report determined which metrics and messaging elements resonate most effectively with their targets: luxury and non-luxury owners and purchase intenders.

Phoenix analysts determined that non-luxury respondents favor engaging ads that are humorous, clever, entertaining and unique, while luxury respondents are more responsive to ads that have a serious tone, portray a brand they want to be associated with and show an attractive vehicle.

As a result, the study uncovered that non-luxury brands whose ads fared well with consumers in 2011 included Chevrolet and Volkswagen.

Analysts noted some of their top-performing spots included humorous scenarios with clear demonstrations of vehicle capabilities.

The report also found that while efficiency messaging is effective in both the non-luxury and luxury segments, luxury ads with messaging on fuel economy often succeed when combined with messaging on performance.

Phoenix also reviewed which messaging elements appeal most to non-luxury owners and purchase intenders of different age groups — people 40 and younger and individuals 40 and older.

Data showed that ads depicting alternative fuel vehicles and conveying the paradigm shift toward these vehicles tend to resonate more so with younger non-luxury owners and purchase intenders.

Conversely, analysts found ads with safety and quality messaging are more effective among individuals 40 or older.

Additionally, the Phoenix report discusses the elements of a successful luxury model print ad.

The firm determined the top performer in this category was Audi, whose series of one-page ads successfully convey a blend of style and “intelligent engineering” in order to announce the launch of the redesigned A6 model.

According to Phoenix’s findings, innovation and efficiency messaging prevails in many successful ads across the industry, and ads that are clear, believable and informative perform well regardless of their audience.

Phoenix reiterated that it measured advertising performance across five vehicle categories (non-luxury car, non-luxury CUV/SUV, truck, luxury car and luxury CUV/SUV and tracked the brand health of luxury and non-luxury automakers.

Data was collected monthly from more than 1,800 U.S. consumers who have recently purchased or are currently in the market for a new vehicle.

Brands tracked for advertising and brand data included Acura, Audi, BMW, Buick, Cadillac, Chevrolet, Chrysler, Dodge, Fiat, Ford, GMC, Honda, Hyundai, Infiniti, Jaguar, Jeep, Kia, Land Rover, Lexus, Lincoln, Mazda, Mercedes, Mini, Mitsubishi, Nissan, Porsche, Ram, Range Rover, Saab, Scion, Subaru, Suzuki, Toyota, Volkswagen and Volvo.

Phoenix plans to discuss its report in more detail during a free webinar on May 23 at 11 a.m. ET. For information or to register, visit http://www.phoenixmi.com/auto.