Adverising Evaluation of Mitsubishi Lancer Ex Submitted this report for Integrated Marketing Communication (IMC) course under MBA Program

1. Advertisement Evaluation on
Mitsubishi Motors‟
Lancer EX
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2. Origin of the advertisement:
Rangs Group of Companies (RGC), is one of the most reputed and largest group in Bangladesh. The
Group has always been known as a pioneer in the field of consumer technology in Bangladesh. At
present there are sixteen sister concerns and each of them is a complete Division with individual
strategy & policy and employees. And Rangs Motors is one of the sister concern of Rangs Group.
Rangs Motors is the sole distributor for Mitsubishi car in Bangladesh. They distribute all kinds of
cars for Mitsubishi in Bangladesh. Recently they imported Mitsubishi Lancer EX a new model of
Mitsubishi Lancer brand. This is a family car with a great luxury and comfort.
The Mitsubishi Lancer is a family car built by Mitsubishi Motors. It has been known as the Colt
Lancer, Dodge/Plymouth Colt, Chrysler Valiant Lancer, Chrysler Lancer, Eagle Summit, Hindustan
Lancer, Soueast Lioncel, Mitsubishi Carisma, and Mitsubishi Mirage in various countries at different
times, and will be sold as the Galant Fortis in its home market from 2007. It has also been sold as
Lancer Fortis in Taiwan with a different facelift compared to Galant Fortis.
Between its introduction in 1973 and 2008 over six million Lancers had been sold.
Lancer EX a New Generation of Fantastic sports car. Lancer has returned, sleeker, stronger, better.
The new Lancer is Mitsubishi‟s answer to all that is tired and cliche about sports sedans. Featuring a
bold design surrounding a heart as agile as it is powerful; Lancer‟s entrance is anything but
tentative.
Model Line-up: GT
2.0-liter MIVEC engine
5-speed manual/INVECS-III CVT with 6-step Sports Mode
“Place your hand on the hood, and you may still hear the echoes of the rally”, Tag line for Lancer EX.
Lancer EX 2000 Turbo 1980 Lancer EX 2008 - 2009
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3. Now in Bangladesh Rangs Motors are introducing this new generation of Lancer and they are using
print and publication media for promoting the new model of this car. The advertisement is given
bellow:
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4. 01. What is the target market? How do you know?
Mitsubishi Lancer is a car of high price. The price of this car is around 24 lacs. Most of the spare
parts are in the car market of Bangladesh. The maintenance cost is also very high.
So people of higher earning class are the target customer for this new generation Mitsubishi lancer.
Not higher middle income class is targeted here because they will prefer an economic private (4
seater) car or a family (6 seater) car. Only the higher earning people can afford the cost of
Mitsubishi lancer.
02. What is the main message of the advertisement (positioning)?
The main message of this advertisement is “A new generation lancer”.
This is a perfect message for this advertisement. Lancer introduced in 1973. From that time they
have introduced seven generation of Lancer. And now they have introduced a new generation of
Lancer.
Generation Time of introducing
Generation one 1973
Generation two 1979
Generation three 1982
Generation four 1988
Generation five 1991
Generation six 1995
Generation seven 2000
Generation eight 2005
This is the latest generation of lancer, the 8th one, with many new features. And this message is
provided in this advertisement very effectively. They make used main message as a headline of the
advertisement and, to support the headline, they have provided some pictures of the car. The front
look is very much attractive and the four pictures bellows that picture provide the message of what
are the new things of this new generation. They also provided enough information describing these
small pictures which make the message much easily understandable.
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5. 03. Is the advertisement in the right medium given the target market? Why?
This advertisement is promoted in only one medium. They published this ad only on magazines. In
several magazines they published this advertisement. These magazines are-
„Star Weekly‟, the weekly magazine of the newspaper „Daily Star‟.
„Brand Forum‟ magazine. Etc.
They didn‟t build or broadcasted any TVC for this advertisement. Even, they have not made any
outdoor advertisement for this new car.
But we know that, the target market of this product or ad is upper income class people. They might
have little time to watch television and this might be a good decision of not spending too much
financial resources on TVC. But they could use the outdoor ad campaign for this car. They might
use the following medium-
Newspaper:
Newspaper would be a very effective way to promote the car regular basis. Because the people they
wants to target will be easy to capture through the newspaper. The daily English newspaper will
made the most exposure that a new model car needs in the introduction stage.
Billboard:
They might use billboard in important locations. It may be in a busy roadside or in a important
place where it has best chance to get exposure to its target customers. In front of luxurious hotels
and around the airport road might be some suitable place to set this advertisement up.
Electronic billboard:
It is probably the best way to promote the car in outdoor campaign. Here they can present all the
features of the car in a advertisement. And by thinking the current situation of the traffic system,
they may get a huge exposure for the car.
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6. 04. What design elements have they used to get the target market's attention?
Design elements of this print advertisement of “New Generation Lancer” are given bellow:
•this print ad uses NEWS strategy in
Headline
headline
•in this ad Reason why copy strategy uses
Body Copy
in writing body copy
•every elements of illustration uses
Illustration
properly in this ad
•they uses tagline and logo both properly
Signature
in this ad
Horizontally split layout of this advertisement uses the following elements in there advertisement:
•in this the formal balace strategy has been used
Balacne
very efficiently
•headline, visual and body copy makes a
Unity
complete unity in this advertisement
•in this advertisement the eyes flow from left ot
Flow
the right side of this eye with any kind of
distortion
•in this ad the blue & white color has used very
Color & contrast
properly
•in this advertisement both the photography and
Artwork vs photography
software creats a wonderful job to make this ad
more memorable
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7. 05. Are the visuals clear?
Visual plays a much more important role in case of print advertisement
than television commercial since motion cannot be shown in a print
advertisement. The advertiser cannot use live action for promoting the
product. The only option for making a lively advertisement is using
pictures and text. If the picture is not clear and that does not
complement the text or the text is not complementing the picture, then
the visuals created in the consumers mind will not be clear.
In this advertisement, the visuals are totally clear because the pictures
and the main message given on the advertisement are complementary to
each other.
06. Is the advertisement easy to understand?
Whether a print advertisement is understandable or not can be measured through asking some
questions like-
Does the product that is being promoted is clearly identifiable?
Does the main message is understandable or not?
Does the body copy is understandable or not.
Whether the each element supports the main message the advertisement or not?
In this advertisement, every thing is easily understandable.
Through the big „Mitsubishi Lancer‟ picture, anyone can understand that it is an
advertisement of car.
Through the main message the reader will also understand that, this is a new generation car
they are promoting.
Through the bellow pictures, the audience or reader will understand what the differentiating
features of this car are from the previous lancer generations.
So, the final conclusion could be drawn by saying that this advertisement is easily understandable.
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8. 07. Is there effective branding?
For measuring the effectiveness of this print advertisement we are now going into a deep
discussion on how to make an effective branding. An author named Susan Gunelius mentioned five
rules for effective branding in July 7, 2007. Those are given bellow with the comparison of the
advertisement “A New Generation Lancer”.
Five Rules for Effective Branding
There is more to creating and promoting a brand than making a pretty logo and tagline. In fact, a
logo and tagline are just representations of your brand. Following are several rules to follow to
help you create, promote and maintain your brand:
Be specific: Know what your brand stands for, and know what your brand promises. Your
brand promises should be precise and attainable, and you should be able to communicate
them clearly. In this advertisement the marketer is very much aware of with what is to be
promoted and what he can promote.
Be authoritative: Once you know what your brand stands for and promises, don‟t be afraid
to flaunt it. You need to make everyone else believe you‟re the leader and authority in your
area of expertise and specialization. Don‟t meekly communicate your message. Say it with
powerful words and conviction. In short, you have to make everyone else believe it, too. In
this advertisement marketer promotes in short the main theme of their car by naming it
“new generation”.
Be consistent: Get your brand message out there and don‟t waiver on it. I‟ve read statistics
in the past that state as soon as you‟re tired of your message; your customers are just
starting to recognize it. A consistent message and customer experience are critical
elements to building your brand. For this advertisement of a new car the marketer should do
so and they have done the same thing. They consistently provided advertisement in several
magazines for a period of time. On those advertisement they consistently provided the
message of the car on several new issues.
Be honest: In today‟s world, people welcome honesty and your business will be rewarded for
it. Don‟t offer promotions or guarantees you can‟t deliver. Instead, admit your fallibility
and deliver on your promises. Integrity goes a long way. In this advertisement the marketer
also have done the same thing by giving the inside picture of the car in their advertisement.
Be relentless: Get your brand message out there. Then get it out again and again and
again. People are inundated with a myriad of messages each day. It‟s not only critical that
you try to stand out from the competition but it‟s equally important that you are not
forgotten. Don‟t drop the ball on communicating your brand promise and building your
brand image. Your efforts will be rewarded in time. In the case of this advertisement the
marketer also have done the same thing by providing the advertisement again and again in
the magazines.
These rules apply to company, product and personal branding. They are simple, basic rules that
are critical to your brand‟s overall success. What rule or rules would you add to this list?
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9. 08. Is the advertisement memorable? Why?
Most of the car manufacturing and selling companies try to show the attractive front view of their
cars in the print advertisement. That relates a major portion of the car advertisements to common
types of visuals. This advertisement also suffers of the problem. But still, since the purpose of the
advertisement is not to immediate direct boost up in sale and the buyers are well concerns and well
informed about their every transaction, this advertisement should be said as memorable.
The main purpose of the advertisement is to inform the target market about the new car and its
distinctive features. People amongst the target customer who are considering purchasing a new car
will certainly recall the advertisement or the car at least.
In the following pictures there are some print advertisements of many other car model is given. On
those pictures we can easily find that all are near about same.
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10. 09. Do you think the advertisement is effective? Why or why not?
This advertisement is effective. This advertisement has served its primary objective of informing the
target customer about the presence of a new generation lancer car appropriately.
There is a very promising way to judge the effectiveness of an advertisement is measuring the sales
data. But this car has recently introduced this car in the market. So its very hard to measure the
effectiveness of this advertisement. But we can judge it differently.
The message is clear and sound. The visuals are also clear of this advertisement. The advertisement
is an effective branding and also is memorable by the audience. So we can say that the
advertisement is effective one.
Now there are some print advertisements of some other cars in the early age of cars. These can be
very effective to create some exceptional print advertisement in today.
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