The document summarizes two automobile advertisements. The first is for the 2014 Toyota Highlander, positioned as a technologically advanced yet affordable mid-size SUV. The ad focuses on new features like Bluetooth and a large touchscreen. However, the reviewer critiques distracting visual elements and notes the positioning differs from Toyota's typical image. The second ad is for the 2014 Jeep Cherokee, positioned as a complete vehicle that can handle any situation. While not focusing on a single feature, it emphasizes fuel efficiency and transmission. The reviewer notes the ad appeals to travelers by depicting the Cherokee outside a cafe, altering perceptions of the rugged brand. Overall both aim to differentiate their vehicles from competitors.

1. Samantha Weiss
3/30/14
Prof. Basch
Automobile assn.
Toyota Highlander
1. Strategic Objectives
a. Segmentation- affordable midsize SUV.
b. Positioning- technologically advanced, futuristic.
c. Target Audience- The target audience for this car includes people
who like to keep up with new technological advances and like to
stay connected wherever they go.
d. Main product feature- The main product features include
Bluetooth technology, an 8 inch touch screen, audio and navigation
system.
e. Consumer Benefits- Possibility to multitask easier and get things
accomplished while driving around.
2. Review Execution
a. Headline- “Room for technological advancements. No room for
boring.” Toyota is trying to accomplish two things, being more fun
and interesting and also showing off their new technology.
b. Body copy- n/a
c. Tagline- “Let’s go places” also helps further the message set by the
ad that Toyota will take you places, like the future with their new
futuristic technology.
d. Logo- Bottom right corner, small and does not attract attention.

2. e. Visual- View from inside the SUV looking at the technologically
advanced 8 inch touch screen.
f. Layout- The puppets are very distracting and seem
counterintuitive to the positioning of being serious and advanced.
The layout is entirely in the interior of the car, which is good.
g. Typography- The type only speaks about the technological
advancements. There is no talk of safety, fuel efficiency or interior.
The first ad I found was for a Toyota Highlander. This vehicle is an affordable
family midsize SUV. Competition for this vehicle could be the Honda Pilot, Buick
Enclave and Dodge Durango. This ad focuses on the new technology in the 2014
Toyota Highlander. Toyota wants to position themselves as more technologically
advanced than it’s competitors. It also wants to make a point that this car is not
boring, I suppose the puppets are to further this fun image. This ad is showing off
their futuristic technology and new features. The target audience for this SUV
families, age 30-50, moderate income with a white-collar job. This target audience
would be attracted to the new features because it let’s them stay connected to their
work and other responsibilities while diving their kids around. The target audience
for this vehicle includes parents of small children or adolescents. These people
drive their kids around from place to place and would need the space for all their
kids or maybe their kid’s sports equipment. The main product features include
Bluetooth technology, an 8 inch touch screen, audio and navigation system. By
having this vehicle it benefits the consumer by giving them more advanced tools

3. necessary to help them better live their life and take care of their responsibilities. I
think Toyota was positioning themselves this way because they want to
differentiate themselves from the competition. Also these advanced technologies are
expected in higher priced luxury vehicle, not affordable Toyotas. By making an ad
Toyota is making themselves a competitor to luxury vehicles. In the ad, it looks like
the car is set inside of a laboratory and it came from year 2509, hence why they
mention the future in the bottom print. Toyotas are known for being simple,
dependable, affordable cars. This ad has changed their positioning to technologically
advanced, and possibly able to compete with luxury technology. Also, “No room for
boring” suggests that Toyota wants to add an element of fun to their positioning. In
this case I don’t think it worked. By trying to get rid of boring, but really focusing on
the technology, it didn’t connect the way it should.

4. Jeep 2014 Cherokee
3. Strategic Objectives
a. Segmentation- Affordable Mid-size SUV
b. Positioning- Complete, reliable in any situation.
c. Target Audience- Adults age 30-50, who have a moderate income,
children and travel often.
d. Main product feature- 9 speed transmission and 31mpg.
e. Consumer Benefits- The consumer doesn’t have to worry about
anything. This vehicle has t all and can do it all.
4. Review Execution
a. Headline- “Jeep: Introducing the all new 2014 Cherokee”.
b. Body copy- “Everything you need to do everything you want”.
c. Tagline- Built Free
d. Logo- Top center of page, first thing you see.
e. Visual- Front angle view, parked outside a café-looking building.
f. Layout- SUV is in the dead center of the page, your eye goes right
to the car and nothing else.
g. Typography- Simple white bold capital lettering.
The second car I looked at is the 2014 Jeep Cherokee. This compact SUV is
being positioned to tell consumers that it’s everything they’ll ever need. It was
selling the complete package that tells consumers they don’t have to worry about

5. anything. This ad doesn’t specifically focus on a product feature however, it
mentions the mpg and 9 speed transmission before the nappa leather seats and 8
inch touch screen. I take this to show that Jeep is trying to catch the attention of
people who travel, commute, or just drive very often. The tagline “built free” shows
Jeep’s ruggedness, patriotism and gives the consumer a sense of freedom in owning
a Jeep. The consumer can feel free to travel whenever, wherever. Jeep is showing
that it’s an American company for Americans who are free and want to live free.
What I found interesting about where the Jeep is placed in that is that it is in front of
a nice café like building. Jeeps are rugged, you can take them anywhere, and they get
dirty and are durable and strong trucks. By placing the Jeep in front of a nice café
instead of a mountain or dirt road, you are appealing to a different customer. This
shows Jeep’s classier, sophisticated side. This ad may change the perception of the
product now that it is being shown in a different environment. The ad is very
confident and bold in stating “Everything you need to do everything you want”. The
line instills a sense of confidence in the company and in the product. Jeep uses a lot
of language like “bold exterior…built…around the world” that eludes to the fact that
Jeep is a rugged brand. Also, these terms along with the highlights from the
advertisement subtly position this SUV for travelers, not just people who are
outdoorsy or eat in fancy cafes. I think this is a good ad that speaks to many
different types of people and backgrounds.