Advertising and Promotion 9th Edition by George Belch ,Michael Belch

Question

Advertising and Promotion 9th Edition by George Belch ,Michael Belch

النسخة 9الرقم المعياري الدولي: 978-0073404868

Advertising and Promotion 9th Edition by George Belch ,Michael Belch

النسخة 9الرقم المعياري الدولي: 978-0073404868

تمرين 1

The chapter opener discusses the decision made by Volkswagen of America to move its advertising from the Crispin Porter + Bogusky agency to Deutsch LA. Your assignment is to compare some of the television commercials created by CP+B with those created by Deutsch since taking over the account. Watch four of the commercials created by each agency that are provided in the Advertising and Promotion playlist for Chapter 1 and answer the following questions.
How would you describe the type of ads created by CP+B for Volkswagen versus those created by Deutsch LA? How are they similar and how do they differ?

التوضيح

موثّق

Integrated marketing communications play a very important role in the marketing of automobiles. Many consumers base their purchase decisions on product related attributes such as price, quality, reliability, durability and performance, as well as on factors such as style and brand image. A variety of IMC tools are used to provide consumers with information about the various Volkswagen models as well as to create an image that will appeal to the target market for the car. Volkswagen uses all aspects of the promotional mix to market its vehicles. Advertising on television as well as in magazines and newspapers plays a very important role in building awareness and developing and reinforcing the image of the various VW models. Direct marketing is used by sending direct mail pieces such as brochures, DVDs and promotional offers to consumers the company is targeting or those who have indicated an interest in receiving more information and/or purchasing a VW. (This latter group is referred to as "hand raisers" in the automobile industry). Automotive marketers recognize that the Internet has become an important IMC tool as consumers spend a great deal of time online researching various vehicles before even going to dealerships. They will run use advertising and other IMC tools to drive consumers to their web sites where they provide detailed information about the various models, prices financing options and local dealers and can provide an interactive experience by allowing consumers to examine their vehicles and the various purchase options such as different colors, body styles and accessories. Automobile companies are now using a variety of social media tools which have become an increasingly important part of the digital marketing campaigns of many companies. Television commercials as well as other videos can be viewed on YouTube and consumers are encouraged to connect with the companies through their Facebook page and on Twitter. Publicity for Volkswagen and its marketing communication campaigns is generated through press releases and other public relations activities that are designed to result in feature stories in magazines and newspapers as well as on the Internet. Automotive markets such as Volkswagen sponsors motor sports as well as various sporting events such as NASCAR, golf and tennis tournaments, ski races and even certain extreme sports to reach their target audience and build brand image. Promotional efforts for vehicles are extended to dealerships where point-of-purchase displays and materials are provided along with training, contests, and incentives for sales people. For example, for the campaign launch Volkswagen provided its dealer with a PunchDub days point-of-sale and a Brand Construction kit that contained materials need to create local advertising and to carry the advertising theme to the dealer showroom.