AutoTrader.com, learning that 45 percent of car shoppers start their search with both new and used cars, and that this search includes both the heart and mind, launched its new Heart & Mind ad campaign, including broadcast, Internet and social media elements.

“A key finding in our research for this campaign is that having a large inventory by itself is less important to consumers than it was in the past,” Mark Scott, senior manager, media relations for AutoTrader.com told us by e-mail. “What consumers really want is information and choices, and this is a result of the prolonged economic downturn which has made all purchases – especially big ticket ones like cars – subject to a lot of thinking and second guessing among consumers.  So while most people now know that AutoTrader.com has millions of cars listed for sale, we want a key takeaway from this campaign to be that in addition to lots of cars, AutoTrader.com has the information, articles, special price deals and research & compare functionality so that when you do finally decide on a car, you’ll just know and feel that it’s the right one.

Broadcast spots will run on ABC, ESPN, TNT, MTV, VH1, Spike, Lifetime and HGTV. Web ads will be shown on NASCAR.com, Slate, YouTube, Yahoo Sports, Facebook and several others.

AutoTrader.com will also soon launch its “Decide My Ride” Facebook application. Consumers will be able to choose up to four cars they’re considering to buy and ask their friends to help them choose.

Prior to this launch AutoTrader.com has been hinting at the campaign on Twitter and Facebook. Here’s some of what the social world is now saying about the campaign.