In the ‘Introduction to Advertising’ class, I have learned the theory of advertising and integrated marketing communication (IMC). As well as the development of IMC Plans, advertising and support promotion based on consumer, product, service and market research and analyses. For the assignment of this class, we have to come up with a creative brief for a new launching electric car. Our communication objectives: to create awareness of Sparke F, to build luxurious image and to encourage website traffic among target group. We also came up with a print advertising, television advertising as well as the media planning.

1. Creative Brief
Sparke F
Submit to
James R. Haft
Faculty of Communication Arts,
Chulalongkorn University
By
Vinita Kasemsupapun 504 53643 28
Sarintorn Puangyoykaew 504 54666 28
Orakarn Chantaramungkorn 504 53769 28

2. Creative Brief
Marketing Background:
*Market Place: SPARKE F is a new launching electric car in
Thailand. It will position at the 1st place in electric car market. As
there is no electric car in Thailand, SPARKE F is the market leader
with no competitor.
At present, the earth is facing environmental problems as a
result of economic development which ignores environmental
development. The increase in the number of vehicles has led to an
increase of gasoline usage resulting in both noise and air pollution.
In addition, the oil price has also increased recently.
Due to the rising cost of fuel and the environmental damage it
causes to our world, many car owners or buyers are looking for an
alternative way to save money. Fuel supply is finite and the price of
gas is only going to rise higher and higher. The oil prices will rise
going forward, probably in a range around the 30% per year. That
is where an electric car has its advantages.
International study shows global gains in consideration
electric vehicles. Worldwide, 45% of all motorists reported that
increasing fuel prices have forced them to change their driving
behavior to lower their fuel consumption. Environmental
considerations and increasing fuel prices were equally important
motivators.
It is know that eventually electrics will take over. In the end,
all vehicles will be electric because petroleum will be too scarce and
bio-fuels cannot be scaled with foreseeable technology to substitute
very much. The auto industry can no longer rely almost exclusively
on oil to supply the world's automotive energy requirements. So it
is really the timing of the transition to electric cars.
Rising oil prices and improvements in battery technology are
fueling new interest in developing electric cars. It is so much for
very cheap, fuel efficient cars. Electric car is the other end of the
technology spectrum.
With those opportunities, SPARKE F wants to be the leader of
electric car market in Thailand. With a luxurious design of SPARKE
F, we also want to enter into the luxury car market in Thailand and
gain some market share.

3. To do this, SPARKE F has come up with a campaign to
introduce the electric car to our target groups. The campaign
includes:
- 4 prints ads
- 2 TVCs
- 2 Radio spots
We also aim to create awareness and increase sales of our
electric car by using Integrate Marketing Communication (IMC) and
Public Relations (PR).
Competitive Frame:
Being the first electric car in Thailand, Sparke F, therefore,
does not have any direct competitors. However, it does have
competitors that share the same target group as itself. We will,
therefore, consider these products as our primary competitors.
Primary Competitors
• Cars that have the same price range as Sparke F
o Lexus is250
o Mercedes Benz C200
o BMW series 320 D
o Audi A4
• Eco-friendly cars
o Hybrid
 Toyota Prius
 Lexus 450 D
 Alphard
o Hydrogen
Indirect Competitors
• Public transportation
o BTS
o MRT
o Taxi
o Buses

4. Electronic appliance
BTS
Investments
Toyota Prius
BMW series 320D
Housing Travel
Lexus No direct Audi A4
Buses is250 Taxi
competition
Alphard Hydrogen
Mercedes Benz C200
Lexus 450D
MRT
Luxurious clothing
A: Because Sparke F is the first electric car in Thailand; it does not
have any direct competitors yet
B: Primary Competitors- cars with similar price range as Sparke F
C: Primary Competitors- eco-friendly cars including hybrid and
hydrogen cars
D: Indirect Competitors- public transportation including BTS, MRT,
Buses and Taxi
E: Share of wallet- consumers may choose spend their money on
these activities, rather than spending it on our product category
Primary Competitors
1. Cars with the same price range as Sparke F
Lexus is250
• Price: 2,990,000
• Impressive interior and exterior design
• Superior technology when compare to its price and
competitors
• Advanced engine- produces less pollution

5. • Lexus is supported by its mother brand, Toyota, which is one
of the leading car brands in Thailand
• Small in size
• Very few motor options and additional features
• Expensive compare to its features and competitors
Mercedes Benz C200
• Price: 3,590,000
• One of the leading cars in terms of safety for drivers and
passengers
• Small but powerful engine
• Classic interior and exterior design
• Mercedes is
o The leading car brand in the Europian car market in
Thailand
o Considered as the most reliable and safe car out there
• Expensive
• Car parts are assembled in Thailand
• Focus on selling the Mercedes Benz brand, not the product
itself
• Expensive after service costs
BMW series 320 D
• Price: 3,300,000
• High performance
• Big interior space
• Good handling
• Sleek design, interior and exterior
• Reliable maintenance and service with warranty
• BMW is the number 2 largest European car market share in
Thailand
• High maintenance cost
• Engine is not as powerful as its competitors
• Heavy and slow when compared to its competitors
Audi A4
• Price: 3,290,000
• High performance engine- won the best engine award for the
past three executive years
• The whole car is imported, not in parts
• With the whole car being imported, consumers belief that it
will have a better performance than cars from other brands
that are assembled in Thai factory

6. • No official dealer in Thailand, customers can only make
purchase at dealers that import the brand
• Not a popular brand in the Thai market
• Lack of spare parts available for maintenance
• Must be imported therefore can be very expensive and time-
consuming
• Bad brand reputation from previous models
2. Eco-friendly cars
Because we will also be focusing on selling the eco-friendly
promise of Sparke F and establish Sparke F in the eco-friendly car
market, we must also consider other types of eco-friendly car as our
primary competitors.
Hybrid
Advantages
• Hybrids combine clean energy of the electrical motor with the
power of the gas-powered engine, which results into lower
emissions and better mileage.
• The advantage of the hybrid car is that it can rectify the
complaints in the both systems and balances the use of
electrical energy and gasoline engine, in their optimum levels.
• Hybrid Cars Saves Gas/fuel
• Thanks to the ever-improving technology, hybrids perform at
par with the normal gas-powered vehicles, if not better.
• The future for hybrids looks bright with rapid developments in
hybrid technology to improve engine efficiency.
• Due to the Regenerative Braking technology, the batteries
need not be charged by an external source.
Disadvantages
• High cost
• More weight due to battery packs.
• They have a complicated system, which needs to be taken
care of by experienced mechanics only.
• Spare parts maybe hard to find and may be costly.
• Usually, hybrids have a lower acceleration than that their
normal counterparts
Toyota Prius
• The world’s first and number-one selling hybrid car.
• From its first debut in 1997, more than one million cars were
sold.
• Toyota is a one of the world’s most established and strongest
brand.

7. • Many Toyota users are accustomed to systems and functions
in the brand’s car.
• Users friendly
• EV Drive Mode can reduce noise and emission from
combustion
• The world’s first solar cell energy driven interior air
circulation.
• Price in Thailand is estimated at 850,000 baht.
Lexus GS 450 H
• The world’s first rear-drive full-hybrid vehicle
• Powerful acceleration
• Super Ultra-Low Emission Vehicle (SULEV) rating
Alphard
• Luxury MPV
• Spacey, comfortable
• Toyota is a one of the world’s most established and strongest
brand.
• Many Toyota users are accustomed to systems and functions
in the brand’s car.
• Seven- or eight-seater with new technology, memory seat
• "by-wire" technology that monitors brake pedal pressure and
vehicle speed in order to calculate the optimum hydraulic
pressure.
Hydrogen
Advantages
• hydrogen is the simplest and most abundant of all chemical
elements
• no smog-forming exhaust gases
• no carbon dioxide emissions that contribute to global warming
• no worries about diminishing oil supplies and rising prices
• Unlike batteries, which store electricity, fuel cells make
electricity as they go
• Greater efficiency. The same amount of hydrogen will take a
fuel cell car at least twice as far as one with a converted
internal combustion engine
• The benefit of hydrogen is that it will always be a "domestic
resource" since it can be made with a variety of feedstocks,
including water and methane, and local energy sources
including renewables, such as wind, hydro, biogas and solar.

8. Disadvantages
• Difficult to store  dangerous
• Highly flammable
• The hydrogen must be packed tightly into a car’s tank;
otherwise a filling stop will be needed every few kilometres.
• Large amounts of energy are needed to strongly compress the
hydrogen, or liquefy it
• Tanks designed to hold hydrogen at extremely high pressures,
or at temperatures approaching absolute zero, are heavy and
expensive
• Extremely expensive
• Significant questions remain about fuel cells’ reliability,
durability, and performance under various conditions

9. SWOT Analysis:
Strengths
• Pure electric car
• Eco-friendly: no tailpipe emissions
• Distinct elegantly design
• High performance engine
• Completely independent on oil
• Can be recharged with common household electricity
• Fully charged in only 45 minutes
• Non-hazardous and recyclable batteries
• Cheaper to operate than normal fuel consumption or
hybrid cars with the same, or even better, acceleration
power
• Built in a host of safeguards against theft and
unauthorized use
• 100% torque, 100% of the time (peak torque begins at
0 rpm and stays powerful at 14,000 rpm)
• First electric car in Thailand
• Seats seven people
Weaknesses
• Need more time to recharge the battery for the car
compared to normal fuel consumption cars
• Lack of knowledge about electric engines in consumers
• Special care from experienced mechanics is needed for
maintenance
• Spare parts maybe hard to find and may be costly
• New brand in the Thai market, still unknown
• Limited number of service centers

10. Opportunities
• Increase in the eco-friendly trends and movements
• The unstable oil price
• The limited amount of non-renewable resources
• The increase in the availability of electricity
• Electricity can be produced through many renewable
energy sources such as bio-waste, wind and water
• Open market for electric car
• No direct competition in the Thai market
• Target group has become more interested about their
self-image
• Government support
Threats
• Famous brands such as Toyota and Camry are
introducing electric cars under their own brands in
recent future
• The increase in popularity of hybrid cars in the car
market
• Thai people’s view on fuel consumption car as a more
reliable car
• Due to traffic and lack of parking spots, people are now
using the public transportation more
• Improved public transport
• Economic recession
• Political issue

11. Product:
• Product name: Sparke F
• Slogan: Fast. Fierce. Free
• Tagline: Electrify your journey
• Price: 3,200,000
Product features:
Performance Specifications*
Style 5 seats, white exterior design
Single speed fixed gear with electrically actuated
Drivetrain parking lock mechanism and mechanical lubrication
pump
375 volt AC induction air-cooled electric motor with
variable frequency drive. Output 248 peak
Motor
horsepower (185kW) and 276 ft/lbs (375 nm) of
torque. Redline 14,000 rpm.
Resin-bonded and riveted extruded aluminum
monoquoque. Four-wheel independent suspension
Chassis featuring upper and lower unequal length
wishbones and co-axial coil spring telescopic
dampers.
Hydraulically operated. Tandem master cylinder
Brakes
with vacuum servo and anti-lock braking system.
Acceleration 0 to 60 mph in under 4 seconds
Top Speed 125 mph (electronically limited)
About 300 miles
Range
(based on EPA combined city/highway cycle)
Battery Life Five years or 100,000 miles
Custom microprocessor-controlled lithium-ion
Battery
battery with 6,831 individual cells. Weight 992 lbs.
About 45 minutes using the Tesla Motors High
Full Charge
Power Connector.
Questions Answers
- Why Sparke F? We tried to come up with a
succinct and catchy name that
expresses the unique
characteristic of the car which is
“pure electric.” However, if it
were Bolt or Volt, Thai people
will have difficulties pronouncing

12. it and that can hurt the
perception and image of the
brand psychologically. Finally,
the Board had agreed on Sparke
F. The name can be pronounced
easily by Thais and contains
vivid image of powerful electric
while F stands for three best
personalities of the model; fast,
fierce and free – which become
our slogan.
- Why “electrify your journey”? The word “journey” is regarded
as long distance drive. However,
in this context, we do not think
of a journey as a drive but as a
human life. Sparke F will power
up and boost up your life
whenever and wherever you
want and make you live
pleasurable as a leader for years
to come – because Sparke F has
longest drive range compared to
the car up to date, and more
importantly, is not dependable
on specific
- How is the Sparke F different from other electric vehicles?
The Sparke F shines in the very
areas that previous electric cars
fell short – design, performance,
and efficiency. It is beautiful to
look at, as fast or faster than
most combustion engine cars,
and has vastly improved driving
range than previous EVs. In
addition, previous generation
electric cars were tethered to
their charging stations. One
could only drive so far before
having to return to a charging
station for a re-charge. The
Sparke F also carries a charging
unit on-board, and provides the
flexibility of pulling electricity
from a number of power sources

13. with the optional Mobile
Connector.
- How fast is it? Zero to 60 mph in less than 4
seconds with a top speed of 125
mph. But this is not the whole
story. Because it has no clutch
pedal and a very wide, flat
torque curve, the acceleration of
the Sparke F is much more
available to enjoy: just step on
the accelerator and go.
- How long does it take to recharge?
That depends on how far the
battery has been discharged and
what source is being used to
charge the batteries. A full
charge using the High Power
Connector can be achieved in as
little as 3.5 hours.
Ideally you plug the car in when
you get home, and unplug it
when you drive away in the
morning. The High Power
Connector has been designed for
use as the primary source for
recharging the Roadster battery
at home.
- What are the benefits of driving an electric car?
Electric vehicles (EVs) do not
have an internal combustion
engine. The batteries are
recharged from the electric
power grid, for example your
home electric system. Hybrid
vehicles have both an electric
motor and an internal
combustion engine. In most
systems the internal combustion
engine is used to recharge the
batteries as well as power the
car directly when necessary, but
the only way you get energy

14. into the car is to put gas into
the gas tank. Therefore hybrids,
while more efficient than
standard cars, still use
petroleum products and at the
current time none on the market
can use energy from the power
grid or "plug in."
- Is the EV a more environmentally friendly transportation
solution?
Yes. EVs are the most efficient
cars on the road. This means
they cost less per mile to drive,
use less fuel per mile, and
produce less pollution per mile.
- What's the difference between an EV and a hybrid?
There are many: reduced
dependence on foreign oil, zero
emissions, and a cost of less
than two cents per mile driven.
Advertising/Communication Objectives:
- to create awareness of Sparke F
- to build luxurious image
- to encourage website traffic among target group
Target audience:
Demographics>>
• Age: 25-45
• Sex: Male
• Income: BHT100, 000+
• Occupation: Executives
• Marital Status: Single (Primary target), Married (Secondary
target)
• Geographic location: Urban
• Education: University Graduates
• Socioeconomics: B-A Upper Middle Class
• Nationality: Thai and foreigners living in Thailand

15. Psychographics>>
• Environmentally conscious
• Powerful
• Energetic
• Competitive
• Affluent
• Confident
• Social status and self-image conscious
• Technology savvy
Promise/Consumer Benefit (Unique Selling Point):
Sparke F is the fast and fierce looking electric car that gives
executive men superior performance and driving experience.
Critical support:
• Sparke F possesses a super car power.
o 248 HP
o 0-60 mph in 3.9 seconds
• Sparke F has fierce look and luxurious image.
• Sparke F offers the farthest driving distance per charge
compared to other electric vehicle up to date.
o 300 miles per charge
• Sparke F is a pure electric car.
Tone and Manner:
• Print Ads
o Print Ad 1 (Vroom!)  cool, classy, powerful
o Print Ad 2-4 (Tigers of Cement Jungle)  powerful,
fierce
• TVC
o Vroom!  mystic, classy, powerful
o White Tiger of Cement Jungle  powerful, fierce
• Radio spots
o Vroom! 1  mystic, classy, powerful
o Vroom! 2  powerful, firm

16. Mandatories:
- Print Ads
o All of the print ads must be printed on quality papers.
o The first print ad (Vroom!) must be printed in full color.
o The Tigers of Cement Jungle are in grayscale to create
fierce image and to break through clutter.
o Copy: “pure electric. 300 miles per charge.
248 HP. 0-60 mph in 3.9 seconds.”
and “www.sparkef.com”
o Tagline: “Electrify your journey”
o Slogan: “Fast. Fierce. Free.”
o Font: Formal, credible, respectful
- TVC
o Both TVCs end with a model of a car place beside
Sparke F logo on a black background and tagline and
slogan.
o Copy: “www.sparkef.com”
o Tagline: “Electrify your journey”
o Slogan: “Fast. Fierce. Free.”
o Font: Formal, credible, respectful
o
- Radio spots
o MVO must have excellent accent and firm and steady
voice.
o Vroom! 1
 Tagline: “Coming this Bangkok Motor show”
 Slogan
o Vroom! 2
What is required:
- Traditional media
o 4 print ads
o 2 TVCs
o 2 radio spots
- PR
o Events
o Press releases
- IMC
o Interactive media
o Sales promotion
o Events
o Direct marketing
o Out-of-Home media
 Billboards

17.  Transit advertising
 Movie theater
o Product placement
o TV show
o TV/Radio sponsorship
o Buzz/viral marketing
- Production budget = 250 million baht

18. Print Ads:
• Aim to be consistent with the whole advertising campaign to
maximize the contact points of the target group so that they
can recall the brand easily
Print Ad 1  Vroom!
• Reveal only rear part of the car and limited
information
• Build awareness and excitement of the launch of
the car
• Build curiosity so that the ad will linger in the
audiences’ thoughts and encourage them to
seek for more information
Tone and manner:
• Cool
• Classy
• Powerful

19. Print Ad 2, 3, 4  Tigers of Cement
Jungle
• Compare Sparke F with fierce tigers as they
possess the same characteristic; fast, fierce and
free
• Use monotone color to build classic and
luxurious image as well as to break through
clutter
Tone and manner:
• Powerful
• Fierce

20. TVC
Vroom!
• Arouse curiosity of target audiences by showing only parts of
the car each for a short period of time so that…
o the ad will linger in their thoughts
o the ad will create luxurious image not only to target
audiences but also other people outside the target
group
o target audiences will look for more information on the
website, where the company can provide more
information
o target audiences will visit Sparke F’s booth at Bangkok
Motor Show 2010 to experience the real car
• Show high performance of the car through the roars of engine
• Differentiate Sparke F from fossil fuel cars by making the
static comes out of tyre marks so that the audiences know
that the car is electric car
TVC 1  Vroom!
Tone and manner:
• Mystic
• Classy
• Powerful

21. Visual Audio
A part of Sparke F is
fading in and fading SFX: Roar of engine
out according to the
roar of engine.
A part of Sparke F is SFX: Roar of engine
fading in and fading
out according to the
roar of engine.
A part of Sparke F is SFX: Roar of engine
fading in and fading
out according to the
roar of engine.
A part of Sparke F is SFX: Roar of engine
fading in and fading
out according to the
roar of engine.

22. Visual Audio
A part of Sparke F is
fading in and fading SFX: Roar of engine
out according to the
roar of engine.
A pointer in
speedometer is SFX: Roars of
moving according to engine becomes
the sound of engine, faster and faster
showing how
powerful the engine
is.
SFX: Sound of a car
Scene of Sparke F is speeding away very
speeding away from fast as the sound
the back, leaving becomes softer, but
static on the street. the sound of electric
static remains.
MVO: Sparke F.
The copy “Coming Coming this
this Bangkok Motor Bangkok Motor
Show” appears and Show.
then Sparke F logo,
slogan, tagline and SFX: Sound of the
website follow on a electric static
black background. lingers.

23. TVC 2  White Tiger of Cement Jungle
• Build powerful and fierce image of Sparke F
• Show high performance and long-distance drive
ability of the car
Tone and manner:
• Powerful
• Fierce

24. Visual Audio
Panorama view of
savannah field in SFX: Exciting
Africa. ethnic African song
From high bird SFX: Exciting
eye view, a white ethnic African
tiger and a lion is song
chasing each
other in the field.
The camera
closeups the two SFX: Exciting
big cats racing ethnic African
from the front. song
The camera pans
to their backs, SFX: Exciting
showing that they ethnic African song.
are running The same song
toward a black- becomes more
out city at dawn. modern and urban.

25. Visual Audio
The shot then changes
to the side of a street SFX: Exciting
where the big cats are modern African
chasing. People are song
startled of what they
see. The lion begins to
show its tiredness and
slows down.
The white tiger leaves SFX: Exciting
the lion behind farther modern African
and father from the song
bird eye view of high
rises of the city. The
lion slows down and
stops running.
The sun has set and SFX: The song
the night has come stops loudly as
to this black-out city. the white tiger
The white tiger walks makes its first
gracefully to the step on the floor.
edge of a
skyscraper, looking SFX: The sound of
down the city of the wind blows.
darkness.
SFX: Powerful
It roars loudly. roar of the tiger.

26. Visual Audio
Lights come back SFX: The roars of
to the city in the tiger lingers
repercussion from with sound of the
the building that light turns on
the white tiger each time.
stands.
A model of Sparke F SFX: The roar of
and the logo emerge. the tiger slowly
The model turns transforms into
around itself slowly. the roar of
The slogan appears engine.
one by one; Fast.
Fierce. Free., the MVO: Sparke F.
tagline “Electrify your Electrify your
journey” and the journey.
website URL.

27. Radio Scripts:
Radio 1
SFX: VO:
Roars of engine faster and faster
Sound of a car speeds away very
fast and sound of static
Male VO: Sparke F. Coming this
Bangkok Motor Show.
Radio 2
SFX: VO:
Male VO: Fast.
Engine roars
Male VO: Fierce.
Engine roars louder
Male VO: Free.
Engine roars even louder
Sound of a car speeds away very
fast and sound of static
Male VO: Sparke F electrify your
journey. Visit your local dealer
now. www.sparkef.com

28. Media plan
Media Strategies:
In order to deliver on the objectives, we have first set the
reach and frequency objectives as followed.
• Reach objective: plan to reach at least 80% of the prospect
groups
• Frequency objective: do the high-frequency strategies
Rationale: high-frequency strategy work most effectively with the
advertising/communication objectives that are
- Create awareness and excitement of new product/event
- Build image of the product
- Maintain awareness
- Generate sales leads and motivate the target groups to
look for information
- Suitable for high involvement product
Target Strategy:
For the target audience strategies, we firstly consider the
target reach of the program and select the media by looking at
target information such as: media use, geography, and
consumption patterns. The information brings us to the most price
effective strategies to implement with right target audience, at the
right time and place.
• Geographic strategy: As our prospects are those between
B-A class, we decide to do the heavy-up schedule in the
special regions/cities (big and business cities).
• Media usage strategy: We plan to use the distribution
strategy, meaning that we would like to use several media
base on the implementing of our IMC tools: print media,
electronic media, interactive media, and out of home.
• Timing Strategy:
Print media – magazines: continuous strategy
– newspapers: pulsing strategy
Electronic media – TVC and radio spot: pulsing strategy
Interactive media – internet: continuous strategy
Out of home – Billboard and BTS: continuous strategy
Rationale: 1. Continuous strategy is used to create awareness
and maintain awareness.

29. 2. Pulsing strategy is used to
* peak  intensify public awareness and
excitement about Sparke F before its launch at
Bangkok Motor Show
* valley  maintain awareness without being so
intrusive that the ad can reduce the effectiveness of
the advertising (wear out)
Rationale:
Working habit
Because our target group is young executive who normally
watch and read news in the early morning to update current affairs
before they go to work and have time to relax after dinner until late
night. Therefore, we chose vehicles and media that suit with their
interests and time. This working habit also allows us to reach them
most effectively on radio channels during driving time; 7 a.m. – 9
a.m. and 5 p.m. – 8 p.m. Furthermore, when the audience is in
traffic, it is the time that he/she will think about car most. Driving
back and forth workplace also is impossible to ignore Out-of-Home
media such as billboards.
The reasons why we focus on Sunday newspapers are that
many of the business persons have Sunday off and Sunday
newspapers tend to have lighter editorial articles such as lifestyles.
Thus, the readers spend more time with the papers as well as
advertisements. The relaxing mood also makes them more
receptive to the ads.
Transit Media
We chose BTS because BTS is also a pure electric vehicle
similar to Sparke F. The wrap will parody this common characteristic
by showing that our car is 20 times faster. Furthermore, the BTS is
one of the main mass transportation in Bangkok with large number
of users everyday. It also goes to many public places in the heart of
Bangkok such as Thonglor, Sukhumvit and Silom. They are business
areas where not only our target but also many people spend their
time. Therefore, we can build the desired image to the mass.

30. Lifestyle
Most men in our target group are interested in automobiles,
gadgets, sports and night lives, so we decided to reach them
through various vehicles which share the same audience as us.
Moreover, our prospects are prone to have long surfing time
in the Internet and use interactive function. Since the Internet is a
fragmented medium and has very low cost, we can reach the target
directly at a very low price. For example, car webboards.
Why magazines?
Even though we use pulsing strategy on many media such as
TV and newspaper, our media plan has continuous strategy on
magazines. Magazine has many benefits. Its editorial content lends
the brand credibility. Most of car magazines have review section for
new cars and opinions and comments of these opinion leaders will
pose much influence upon readers, much more than advertisements
that are perceived as biased. These readers will then share their
attitudes with friends and families. In addition, since magazine has
long life span, every time an audience reads the magazine, he/she
will see the ad again.