After conducting an in-person focus group of 8 participants, an online focus group through Facebook postings, and In-Depth-Interviews, we were able to determine which magazine Ad's were most effective for the brands.
Many things about your car are unique. Your auto insurance policy, your air freshener, and your radio station presets are all at least somewhat unique to you, but if you take a look at a row of parked vehicles, you may notice a pattern.
Many things about your car are unique. Your auto insurance policy, your air freshener, and your radio station presets are all at least somewhat unique to you, but if you take a look at a row of parked vehicles, you may notice a pattern.
Práctica 1 de Evaluación de Sistemas de Información del Grado en Información y Documentación. Adaptación de las cinco leyes de Ranganathan a la Biblioteca Municipal Isabel de Villena.
1. Just to make sure that theres no confusion, I wanted to note t.docxtangyechloe
1.
Just to make sure that there's no confusion, I wanted to note that we're not asking for a definition of creativity as noted here and in neighboring opening-topic posts, but that we want to get at what we can do to both foster creativity and do so within pragmatic parameters?
2.
Class, let's try some simple questions that have some complicated answers. What is the big risk for an ad that uses humor? How about the risks for an ad that uses sex appeal or fear?
3.
Many people have great ideas but are unable to execute! These two capabilities – strategy and execution are the dynamic duo that we all need to understand. When there’s a mismatch, the difference between what we mean to say and what the consumer perceives can be vastly different.
Is it possible that an ad sets out with one really great objective and then ends up with quite a refined or different purpose, maybe not even the originally intended purpose? Can you find a similar example?
4.
Henry Ford pioneered and dominated the mass automobile market in the early 1900's when he first came out with the Model T. After a few years of success, reporters and insiders alike started bugging Ford about making the T in different colors to appeal to consumers. Hence his famous quote, "I'll be happy to sell you a car in any color that you want, as long as it is black…"
Ford subsequently lost a tremendous amount of sales to some up-start whipper-snappers, the Chevrolet Brothers, who pounced on the opportunity. Being extremely revolutionary with consumer products, something that we now take for granted, they took on the automobile giant by offering their cars in several different colors. Needless to say, when Ford came out with his next generation car, the Model A, he too offered it in a variety of colors as well...
Color can have a profound impact on us, but is color all there is to it? While we wouldn’t notice the difference today, for back then, Chevrolet’s also had softer lines, a little more bling, and were considered to be all around far better looking than the T.
So, ignoring color for today, what else or other aesthetics can impact us, stemming from a product/service or ad?
...
1
6
Introduction
The incredible advertisement by Mercedes
Audience
From the add, it is clear that the targeted audience is the adults especially parents who have children.
Context
The Mercedes –Benz is an automobile manufacturer found in German. It is usually known for the manufacture of luxury automobiles, trucks, coaches, and buses. What it headquarters is in Stuttgart, Baden – Wurttemberg in Germany. The name is believed to have first appeared in 1926 under the name of Daimler- Benz. Mercedes –Benz is one of the most recognized automobile brands in the whole world. Their brands of vehicles are usually associated with the rich and the middle class in the different parts of the world because of the luxurious nature of their cars and other vehicles.
Purpose
The primary goal of the add is to inform parents to be buying Mercedes cars. A child is shown walking a long distance to the place where the father is, and he arrives late because he was lost. The thing that is being portrayed by this scene is that parents can purchase the cars and use them to carry their children around so that they do not get lost. The other purpose of the advertisement could be to inform the consumers of the existence of the car in the market. It can be argued that the advertisement introduces Mercedes Company and vehicles to consumers who might not know that they exist in the market. It can also serve the role of reminding the clients of their existence in the market.
Tone
The company mainly targets parents. For that, they have used the caring tone. The tone shows a father who cares for the welfare of the child and hence acquires the Mercedes. Because he did not want the child to get lost again, he offers to drive him in the vehicle.
Arrangement
The advertisement starts with a child sleeping in the house, and he dreams of cars. He then wakes up, dresses, looks at the map and takes the doll and then tiptoed past the sleeping parents and walks outside in the darkness. He has a torch and walks with it past a vehicle parked along the road. He walks for a relatively long distance along the road. At some point, the child is seen taking a bite of what looks like a burger. He then boards a bus and looks at a large map as if looking for direction to where he is going. He is then shown walking on the road with the big map covering his face. He passes the zebra crossing, and another driver is seen as making an abrupt stop of his car. The driver looked surprised by the movement of the young child while the face is covered. She then stops and looks at the building that is written as Polizei. She gets inside the building and then finds a man who she apologizes for and informs him that he was lost. The elderly man who was writing stops and informs her that that was the last time that she had gotten lost. From there she is shown seated at the back of the car in a relaxed posture together with her doll. All of ...
Práctica 1 de Evaluación de Sistemas de Información del Grado en Información y Documentación. Adaptación de las cinco leyes de Ranganathan a la Biblioteca Municipal Isabel de Villena.
1. Just to make sure that theres no confusion, I wanted to note t.docxtangyechloe
1.
Just to make sure that there's no confusion, I wanted to note that we're not asking for a definition of creativity as noted here and in neighboring opening-topic posts, but that we want to get at what we can do to both foster creativity and do so within pragmatic parameters?
2.
Class, let's try some simple questions that have some complicated answers. What is the big risk for an ad that uses humor? How about the risks for an ad that uses sex appeal or fear?
3.
Many people have great ideas but are unable to execute! These two capabilities – strategy and execution are the dynamic duo that we all need to understand. When there’s a mismatch, the difference between what we mean to say and what the consumer perceives can be vastly different.
Is it possible that an ad sets out with one really great objective and then ends up with quite a refined or different purpose, maybe not even the originally intended purpose? Can you find a similar example?
4.
Henry Ford pioneered and dominated the mass automobile market in the early 1900's when he first came out with the Model T. After a few years of success, reporters and insiders alike started bugging Ford about making the T in different colors to appeal to consumers. Hence his famous quote, "I'll be happy to sell you a car in any color that you want, as long as it is black…"
Ford subsequently lost a tremendous amount of sales to some up-start whipper-snappers, the Chevrolet Brothers, who pounced on the opportunity. Being extremely revolutionary with consumer products, something that we now take for granted, they took on the automobile giant by offering their cars in several different colors. Needless to say, when Ford came out with his next generation car, the Model A, he too offered it in a variety of colors as well...
Color can have a profound impact on us, but is color all there is to it? While we wouldn’t notice the difference today, for back then, Chevrolet’s also had softer lines, a little more bling, and were considered to be all around far better looking than the T.
So, ignoring color for today, what else or other aesthetics can impact us, stemming from a product/service or ad?
...
1
6
Introduction
The incredible advertisement by Mercedes
Audience
From the add, it is clear that the targeted audience is the adults especially parents who have children.
Context
The Mercedes –Benz is an automobile manufacturer found in German. It is usually known for the manufacture of luxury automobiles, trucks, coaches, and buses. What it headquarters is in Stuttgart, Baden – Wurttemberg in Germany. The name is believed to have first appeared in 1926 under the name of Daimler- Benz. Mercedes –Benz is one of the most recognized automobile brands in the whole world. Their brands of vehicles are usually associated with the rich and the middle class in the different parts of the world because of the luxurious nature of their cars and other vehicles.
Purpose
The primary goal of the add is to inform parents to be buying Mercedes cars. A child is shown walking a long distance to the place where the father is, and he arrives late because he was lost. The thing that is being portrayed by this scene is that parents can purchase the cars and use them to carry their children around so that they do not get lost. The other purpose of the advertisement could be to inform the consumers of the existence of the car in the market. It can be argued that the advertisement introduces Mercedes Company and vehicles to consumers who might not know that they exist in the market. It can also serve the role of reminding the clients of their existence in the market.
Tone
The company mainly targets parents. For that, they have used the caring tone. The tone shows a father who cares for the welfare of the child and hence acquires the Mercedes. Because he did not want the child to get lost again, he offers to drive him in the vehicle.
Arrangement
The advertisement starts with a child sleeping in the house, and he dreams of cars. He then wakes up, dresses, looks at the map and takes the doll and then tiptoed past the sleeping parents and walks outside in the darkness. He has a torch and walks with it past a vehicle parked along the road. He walks for a relatively long distance along the road. At some point, the child is seen taking a bite of what looks like a burger. He then boards a bus and looks at a large map as if looking for direction to where he is going. He is then shown walking on the road with the big map covering his face. He passes the zebra crossing, and another driver is seen as making an abrupt stop of his car. The driver looked surprised by the movement of the young child while the face is covered. She then stops and looks at the building that is written as Polizei. She gets inside the building and then finds a man who she apologizes for and informs him that he was lost. The elderly man who was writing stops and informs her that that was the last time that she had gotten lost. From there she is shown seated at the back of the car in a relaxed posture together with her doll. All of ...
1.What does the emergence of autonomous vehicles mean to you What v.pdfcallawaycorb73779
1.What does the emergence of autonomous vehicles mean to you? What value about car travel
would you increase, decrease, eliminate?
2. Think of at least 3 Blue Ocean innovations that would be needed in order for autonomous
vehicles to be successful: these can be internal/organizational efficiency innovations or new
products/services.
3. Do you think the biggest barriers will be technical or social in nature?
4) each individual should create a list of at least 10 “factors of competition” that are relevant to
the personal transportation market.
5) Conduct “mini-interviews” with at least 5 people and get feedback about your identified
factors of competition – are some factors more important to people than others, are there factors
identified by your interviewees that you missed? Note: these are informal “mini-interviews”, and
each individual must conduct at least 5 interviews to provide market feedback on your factors of
competition. Record your notes from each mini-interview using the table structure below:
Interviewee
Name, Age, Location, Gender and About
Eliminate
Reduce
Raise
Create
Insights
Mary Jones: 48 from Birmingham, AL. Female. Busy working mom with 2 middle-school kids
1. External Appearance
2. Taxi services
3. New road construction
4. Road signs
5. Mom having to drive kids to soccer practice – YEAH!!
1. Complexity of the dashboard
2. Air pollution
3. Engine size and performance
4. Car salesmen and personal car ownership
1. Entertainment and internet access in car
2. Comfort through alternative seating styles (e.g. 4 people facing each other around a table)
3. Ease of maintenance and longevity of cars
1. Members-only service (e.g. I belong to the Volvo driving club, which has its own app and
fleet of cars)
2. Vehicle support services – cars need to come in to get gas and fixed by mechanics
Value proposition: Time (not having to drive kids everywhere)
Safety (people could drink and get home safely)
Fun (spend travel time playing with kids, watching movies etc.) individual’s interview summary
table, each individual’s original list of 10 competitive factors. These should all be aggregated
into one document and uploaded to our Canvas course site.
Interviewee
Name, Age, Location, Gender and About
Eliminate
Reduce
Raise
Create
Insights
Mary Jones: 48 from Birmingham, AL. Female. Busy working mom with 2 middle-school kids
1. External Appearance
2. Taxi services
3. New road construction
4. Road signs
5. Mom having to drive kids to soccer practice – YEAH!!
1. Complexity of the dashboard
2. Air pollution
3. Engine size and performance
4. Car salesmen and personal car ownership
1. Entertainment and internet access in car
2. Comfort through alternative seating styles (e.g. 4 people facing each other around a table)
3. Ease of maintenance and longevity of cars
1. Members-only service (e.g. I belong to the Volvo driving club, which has its own app and
fleet of cars)
2. Vehicle support services – cars need to come in to get gas and fixed by mechanic.
Key note presentation i gave at the Future of Finance 2.0 conference in Munich, 22/23 June 2017
The key message was that in all the current driver towards digital transformation and fintech/insurtech/regtech we should never forget to keep the human in the center of our thinking. Otherwise our innovation efforts will be pointless and lossmaking
Each month we use Google Analytics and Google AdWord to track the success of our paid and organic key terms. We then use this to make suggestions for the next month.
Being the first ever intern for the camp, there was a lot of freedom to create a social media campaign for the off seasons of camp: winter, fall, and spring.
After extensive primary and secondary research on the brands' consumers and history of the product, we created a one-page creative brief of the insights we found. We then presented a debrief to to the creative team where they executed 2 creative concepts of what our advertisements will look like. The last step in our campaign was to post-test the creative concept. Asking our target audience which creative concept represented the drink more.
After doing extensive primary and secondary research, we created a one page summary for the creative team. The creatives were then able to execute two creative advertisements.
A Philadelphia distilling company asked our team to create a creative brief, which is a one page research summary. We gave the brief to copywriters and art directors to execute two creative Advertisements.
Yoo-hoo is a dying brand that was being neglected a far as a current campaign, and even their social media sites weren't being updated. Through quantitative and qualitative research, we were able to create a new campaign changing our target audience and using nostalgia as the overarching theme.
Being apart of the National Student Advertising Committee (NSAC),we were given the task of finding insights about Snapple through extensive secondary and primary research. These insights were then given to the creative team for them to implement the creative concepts and advertisements for our campaign.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
2. Introduction/Project Proposal
The goal of our research is to discover consumers’ views of three different car ads. We
conducted a traditional focus group, asking questions in hopes of finding the consumers
perception on how the ads persuade, promote, and capture attention. This was followed by an
online focus group that helped us find additional information ranging from ad relevancy,
uniqueness, and complexity. With this information, we were able to determine if there was a
direct correlation between the participants’ ideas of an ad, and how it affects the perception of a
brand and their purchases. Ultimately, we were able to make insights from the research found,
which determined our recommendations for our clients’ advertising.
Focus Group
On Thursday (11/20), we conducted our in-person focus group using six participants from class.
Within a 30 minute session, participants were shown three different car ads and asked to
explain their thoughts on it. Lauren was the moderator and Narvis recorded the entire session,
taking notes when needed.
Moderator Guide
Introduction
Thanks you for your time today, my name is ______, this is my partner __________. Today we
will be asking about your ideas, thoughts, and preferences on 3 different car ads. During the
focus group, my partner and I will rotate positions during the second half from moderator to
recorder, so do not be alarmed. This discussion will be recorded, but nothing said here will be
made public, is that okay with everyone?
Lifestyle
Let’s go around the room. Everyone introduce yourself and tell us where you are from.
● Show of hands. Who owns a driver’s license?
● Now, show of hands, who owns a car?
● Who plans to own or lease a car within the next 5 years?
Advertising
Now, we are going to discuss three advertisements for popular car brands. Let’s take a look at
the first one.
Ad 1
● What is your initial reaction to this advertisement?
● How believable is this ad?
● Does it grab your attention?
● What sticks out to you in particular?
● How were you able to understand the message?
● What was unique about this ad?
● After seeing this ad, does it change your perception of the brand?
Ad 2
● What is your initial reaction to this advertisement?
● How believable is this ad?
3. ● Does it grab your attention?
● What sticks out to you in particular?
● How were you able to understand the message?
● What was unique about this ad?
● After seeing this ad, does it change your perception of the brand?
Ad 3
● What is your initial reaction to this advertisement?
● How believable is this ad?
● Does it grab your attention?
● What sticks out to you in particular?
● How were you able to understand the message?
● What was unique about this ad?
● After seeing this ad, does it change your perception of the brand?
Purchase Intent
● Which ad is your favorite?
● How could the other ads improve?
● Which was the most believable?
● Which was the most unique or creative ad?
● If these brands had personalities, what would they be?
● Which of the three brands would you be most likely consider purchasing?
Conclusion
Thank you again for taking the time to be apart of today’s focus group on the attitudes of college
students towards car brands. Before we end, what was the most interesting topic we covered. Is
there anything else someone wants to add to the discussion?
Enjoy the rest of your day!
Online/Mobile
Seven participants were involved in the online-mobile component of our study. From November
25- December 1, the participants joined a group discussion board through Facebook. We sent
them text reminders to respond, post pictures, and comment on the site during specific times
during the study.
Schedule/Postings
Introduction
Welcome to the group discussion board! Thank you for participating in our three day look into
the attitudes of college students towards car brands. We appreciate your honest opinions.
There are no wrong answers. Be sure to leave feedback/comments for your fellow group
members and upload pictures in addition to posting your responses if possible.
Day 1- Tuesday (11/25)
❏ 10:00am Welcome to the group. Tell us a little about yourself. Also answer the prompt:
Explain your first driving experience. How old were you? Who taught you? What car did
you drive?
❏ 12:00pm Post a picture of your car or current mode of transportation. What are your likes
and dislikes?
4. ❏ 3:00pm In the next 5 years, do you see yourself having a car? What would it be? If you
will not have a car, what is your preferred mode of transportation?
❏ 5:00pm Post: What is your dream car if cost was not a factor? What makes this model
special?
Day 2- Wednesday (11/26)
❏ 10:00am Ad 1 is now available. What is your initial reaction?
❏ 10:15am What are your feelings toward Ad 2?
❏ 10:30am How about Ad 3?
❏ 12:00pm Post: Choose the best advertisement for each of the following categories:
Relevancy, Uniqueness, Believability
❏ 12:30pm Post: Which of the three car brands would you most likely consider
purchasing? Explain your decision.
❏ 5:00pm: Post: Please explain which ad is your favorite? How could the other ads
improve?
Day 3- Thursday (11/27)
❏ 10:00am Post: How did travel this holiday?
❏ 12:00pm Happy Thanksgiving! Be sure to upload a picture of your holiday meal.
❏ 3:00pm Post: How are you getting back to campus? What would you change about your
travel arrangements next year?
❏ 5:00pm: Thank you for your participation on the study! Be sure to share your favorite
part of the discussion and post last comments.
Day 4-7- Friday (11/28)-Monday (12-1)
❏ Final Comments
Debrief:
We all know the basic operations of a car so to make an ad with no extra benefits or details is a
waste. One participant said, “My car runs, so why would I need that one”. The uniqueness is
very valuable and is what turns the eyes on consumers. Having a strong message is also
important. There are a lot of different cars, so to have a strong message that separates you
from others in an AD is key. It helps future buyers because they have a strong idea about your
brand rather than different messages that target a range of different personas. As far as
Messaging, being too complicated is a turn off and makes consumers less interested in trying to
figure it out and more interested in what’s on the next page.
1. Cool, pretty cars
2. “James Bond drove it so I want it”
3. Good on gas
4. Hybrid
5. Good commercials
6. Big cars get good use with room
7. 2 seaters are too small and annoying; for younger people
8. 4 doors are better more organized
9. Luxury is important
10. Complex is good, but not too complex
5. Annotation:
Advertising (A) Brand (B) Design (D) Influence (I)
Luxury (L) Special Features (S)
Focus Group
- 5/6 had a driver’s license
- 3/6 received at 16 years old (18 and 20 outliers)
- Favorite car brands/types
o Porsche Cayenne, Volkswagen, Range Rover, BMW--Crossovers/SUVs (B)
o Foreign cars (B)
o Luxury cars
Trust, you know they are safe already (L)
- Preferred 4 doors w/ at least 5 seats
- Parents influenced car opinions and purchasing decisions
o “…my mother’s car is Volkswagen” (I)
o “…my parents are going to be the one that cosign” (I)
o “I remember when my parents were getting a car…you have to get a luxury car.”
(I/L)
o “My parents say you don’t want a car that you have to buy parts all the time” (I)
- Ad 1: Audi
o Celebrities drive them (Taylor Lautner) (I)
o Confused by Audi positioning (no brand positioning) (B)
o Didn’t understand “as unique as you” (A)
o Good picture of car (highlights design) (A/D)
o “cinematic”
- Ad 2: Mercedes
o “That is so weird”
o Connected with the problem within the ad (A)
o Captures attention (A)
o Not too much copy, “simple” (A)
o “Fascinating image…can’t stop looking at it.”
o Needs more information about what the blind spot assist feature is
For example “the word camera”
o Best brand in conveying message to audience
- Ad 3: Ford
o Initial reaction “stupid”
o “Don’t care how strong my car is. I’m not tugging anything.”
o Not believable nor relatable (A)
o Not advertising the service like planed (A)
There’s a focus on the tires
o Ford equals “affordability” (B)
- What do you want in a car?
6. o “You want all the features” (S)
o “sexiness…visual appeal” (D)
o Safe, eco-friendly, good mileage, reliability, design/style, brand reputation (B/D)
Online Focus Group
- 3/7 drove for the first time at 17 years old (14 and 16 outliers)
- In the next 5 years, do you see yourself having a car? What would it be?
o Toyota (2), Nissan Altima, BMW (B)
- What is your dream car if cost was not a factor? What makes this model special?
o Audi- classy (B)
o Sleek black cars (D)
o Ford Mustang- “classic American Muscle” (B)
o “Mercedes G-SUV. It’s the hottest car out there.” (B)
- Ad 1: Audi
o “I like the color and how they incorporated DNA” (A)
o “The color scheme makes the car seem cool and almost luxurious. The science
reference makes it seem more intelligent.” (D/L)
o “Like the overall design of the ad. My focus is immediately drawn to the car. Love the
silver and dark cool colors. This is what I feel a good car ad should look like.” (A/D)
o “It reaches out to me because I am more in tune with the mechanical side of things
and science so this ad makes me feel safer or more luxurious because of the dark cool
colors and metals make things seem more advanced also.” (D/L)
o Most preferred ad, most likely to purchase, most appealing, best design (A/D)
- Ad 2: Mercedes
o “The illusion is trippy and takes away from me actually wanting to do more research
on the brand.” (A/B)
o “This ad did not make me want to look more into the car brand. I just liked the illusion
for the entertainment.”
o “Not your typical car ad. Simple yet intriguing. But because of that it makes me want
to read & know more about what they are trying to advertise.” (A)
o “This more conceptual had more of a risk to it. It can be interpreted in many different
ways. It may speak to their more creative side or their individuality.”
- Ad 3: Ford
o “The brand is trying to make that car more spectacular and that brand can do
something no other brand can do.” (A/B)
o ” This ad makes me think that the brand is trying too hard to advertise something it
can't do. I dislike misleading advertisements.” (A)
o “From this ad I gather that this is a powerful car...I do like the imagery however it's not
realistic, but I suppose that's what makes this ad even more interesting.” (A)
o “This would speak to a more practical side of myself. This is more about reliability
while maintaining aesthetics. Which is usually what people want in a car safety,
dependable, durable.”
- Ads could improve by adding some humor (A)
7. Potential Insights:
Parents are a big deciding factor when it comes to the actual purchase of cars
● “I’m not educated when it comes to cars, I have no idea ... my parents cause their
going be the ones to signing the lease (7 min)
Humor is always a great tool as long as its relatable and not over the top
● The Audi advertisement is the best. Add some humor.
Complexity is good, but too much is a turn off
● the illusion is trippy and takes away from me actually wanting to do more research on
the brand
● “Not your typical car ad. Simple yet intriguing. But because of that it makes me want to
read & know more about what they are trying to advertise.
Customization plays an important factor in grabbing the attention of the audience
● Everyone in the focus group had specific colors (12:51) that they wanted their cars to
be, and wanted to be able to change their car without it being so expensive
Too much font is a turn off and will not get viewers to pay attention but only bore them
● Everyone agreed that the Audi Ad’s text was way too long (13:13)
Features that stick out, or something that separates the car from any other cars is important.
● Many people in the focus group mentioned that the Ad’s didn’t tell them anything they
already didn’t know. Their car runs just as fine as the next, so why would they go to your
brand
● “My car runs, so why would I need that one””
The colorways of the Ad really is important when grabbing the attention of the buyer
● Our online participants had a lot to say when it came to the color pallet for the Audi
● “The color scheme makes the car seem cool and almost luxurious. The science
reference makes it seem more intelligent.
● “Like the overall design of the ad. My focus is immediately drawn to the car. Love the
silver and dark cool colors. This is what I feel a good car ad should look like”
Luxury and class are very important because even if you can’t afford it, it’s something we all
yearn for as far as looks and the popularity of the car
● Over 80% of participants mentioned luxury or class as part of their dream cars.
● “A bugatti cus its awesome lol they have cool doors”
● “I'm not sure about brand, but a sleek black car that can accelerate extremely fast”
● “an audi, the brand is classy”
Findings
1. The Parental Influence
Parents are a huge deciding factor when it comes to the purchasing of their children’s cars.
Participants felt that they did not know enough about cars to purchase one on their own. One
student said, “I’m not educated when it comes to cars, I have no idea.” Many college students
do not know much about cars because they cannot afford them, therefore, they bring their
parents along as a safety net for any questions they may not know to ask, or pricing issues. We
also found that majority of students plan on having their parents co-sign for their car, which
means that both the parent and the student will have to agree on something they are both
satisfied with.
8. With this key finding, we recommend that your main focus be to advertise to the student, but
include information that will entice the parents as well. This information can include: safety
ratings, pricing, and special features. Parents want to know less about the coolness of the car,
and more about its value. As a result, the parents can be satisfied with the safety of their child,
leaving the rest of the ad to draw in the attention of the primary target, new car owners.
2. Luxury and Aesthetics
When asking participants what their dream car would be and why, over eighty percent of
participants, both online and in the focus group, mentioned luxury and style as their number one
reason. Some cars included: Porsche, Range Rover, and BMW. An online participant said, “A
Bugatti cus its awesome lol they have cool doors.” Although it wasn’t listed as a reason, “A
Bugatti is a luxury car and the design is unique and fresh.” The doors are an original feature that
makes the car design that much better. Another online participant mentioned Audi saying, “An
Audi, the brand is classy.” The participant has never driven an Audi, but because the brand has
strong positioning, as far as luxury, it makes it desirable. The design of a car is just as important
as luxury because as mentioned before, many students don’t know much about cars, but they
do know what looks attractive. Another participant said, “I'm not sure about brand, but a sleek
black car that can accelerate extremely fast.”
Special features and unique design is what is important to your client, so focus on that as a part
of your new advertising tactics. To conclude, we recommend that when focusing on the
student, you have a strong brand message that highlights both the luxury of the car, as well as
its “sexiness and visual appeal.”
3. All the Bells & Whistles
Special features, such as an upgraded sound system and nice seating, are important when
considering to make a vehicle purchase. “You want all the features.” Unfortunately, the add ons
mean higher costs. The respondents appreciated when the brands included the same aspects
to all of their cars. For example, Mercedes-Benz has Blind Spot Assist and Ford offers Ford
Service.
4. Simple Advertising
“The illusion is trippy and takes away from me actually wanting to do more research on the
brand.” Consumers do not appreciate a car print advertisement that is too complex. “This ad did
not make me want to look more into the car brand. I just liked the illusion for the entertainment.”
A clear message with a simple design produces the best results. The text size and font choice
should be appropriate. The advertisement design should not hinder the viewer’s ability to easily
read and quickly understand the message. The picture of the car should be taken at the right
angle, which highlights the design and features of the vehicle. “Like the overall design of the ad.
My focus is immediately drawn to the car. Love the silver and dark cool colors. This is what I
feel a good car ad should look like.”
9. Celebrity endorsements would also appeal to college students. “I saw Taylor Lautner driving an
Audi over the summer.” The personality of the brand could be characterized by a famous
person. This would additionally influence consumers and assist with having clearer messaging.