SlideShare a Scribd company logo
Primary Target ,[object Object]
35-64 years old
College-educated
$175,000+ income
Successful entrepreneurs, doctors, executives
Car enthusiasts ,[object Object]
Situation Analysis
SWOT Analysis
Media Plan
Objectives Two main goals of this campaign will achieve: Triple wholesales of “XXX” Hummer vehicles Replace the shrinking demand for military vehicles with equal to or more than commercial sales
MarcomM Objectives Raise top of mind awareness among target audience to 50% Build on the image/mystique of the Hummer Differentiate Hummer from any vehicle on or off the road Re-enforce Hummer’s off-road capabilities Deliver qualified, preconditioned leads to dealers
MEDIA Tactics Consumer magazines to deliver the “lifestyle” message Through these initiatives, our media impact is estimated to result in:  Average R of 54%  Average F of 3.6 times Total gross impressions of 1,556,240
Publications
Dealer Cooperative Objectives ,[object Object]
Create more user-friendly Marketing Communications Planner
Empower dealers with tools to generate new leads and maintain contact with hot prospects
Continually refine and improve our co-op program
Enhancecommunication between the dealers, the agency, and AM General
Involve dealers in national marketing programs
Increase dealer awareness of the increase in quality leads,[object Object],[object Object]
One new marketing tip per month

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