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

Exercise 13

IMC Perspective 3-3 discusses the decision made by Hyundai Motors of America to move all of its advertising for its Hyundai brand to an in-house agency. Innocean is the United States arm of its Seoul-based agency of the same name, which is a subsidiary of the Korean parent company Hyundai Motor group. Watch four of the commercials created by Innocean for Hyundai that are provided in the Advertising and Promotion playlist for Chapter 3 and answer the following questions.
Discuss the role television advertising plays in the marketing of automobile brands such as Hyundai? How do these commercials contribute to achieving the objectives an automotive company such as Hyundai might have for it's media advertising component of its IMC program?