Consumers looking to buy a car are less persuaded by special offers than by original price and safety records in online advertising, according to a study by digital advertising firm Rocket Fuel.

The company studied more than 7,500 online adverts in the second half of 2013 and found adverts which included special offers tended to have lower success rates than those which stated an original price without an offer.

The study also found consumers responded to messages on safety, reliability and any awards won as well options to customise the car.

According to Rocket Fuel adverts with a black or white background and displaying a black car proved most successful with consumers.

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