volkswagen ad analysis
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The document summarizes an advertising campaign for the Volkswagen Passat. The target audience is young and adult clients. The campaign aims to position the Passat as comfortable with a short name but long on comfort and performance. The concept differentiates the product as smart like a Volkswagen. The 31-second video execution shows a son taking his father's car for a drive in their house parking spot and features the slogan "Short name, long on comfort and performance."
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The keynote address discusses how the automotive industry and dealerships must evolve to keep up with changing customer preferences and technology. Specifically, it notes that most car buyers now conduct significant online research before visiting dealerships. It encourages dealerships to embrace digital marketing strategies like social media, videos, and targeted online ads to better connect with customers throughout the entire car buying process, from initial research to final purchase. The speaker argues that dealerships and salespeople must change how they operate in order to survive and thrive in this new environment.
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Digital capabilites ppt
This document provides an overview of various digital media capabilities for advertising a car dealership online, including search engine marketing, display advertising, social media, and video platforms. It discusses targeting options, ad formats, and best practices for each channel like focusing SEM keywords on car models, using :15 second video ads on YouTube, and promoting posts to Facebook newsfeeds 15 times per month. The goal is to find and engage qualified potential customers across multiple online channels.
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- Subaru is known for its boxer engines, all-wheel drive vehicles, and turbocharged models like the Impreza WRX. It targets safety seekers, speed seekers, and adventure seekers.
- The document proposes a new media marketing strategy focused on social media, promotions, and digital platforms to attract new and returning customers, especially young adults.
- The four-month summer campaign would have a $100,000 monthly budget. Goals are to increase brand recognition, loyalty, and attract new customers through affordable promotions and measuring campaign success.
Analysis 2
This document analyzes an advertisement campaign for Ford. The ad targets adults and positions the Ford car as perfect for fun. It uses a dog show to convey that the Ford car is easy to drive and can provide happy times. The concept is that the car gives funny and happy times because it is easy to park. The ad features kids, dogs, a backyard, and the Ford car with explanatory text and music.
Analysis of Ford advertising
This document analyzes a Ford advertising campaign that uses a dog show to convey that their cars are easy to drive and can provide fun times. The ad targets adults and aims to position the Ford brand as a car perfect for fun. It shows kids and dogs having a good time at a backyard dog show to demonstrate that driving a Ford is as easy as participating in the event. The document provides details on the target audience, key messages, creative elements, and platforms used in the campaign.
Digital capabilites ppt
This document provides an overview of various digital media capabilities for advertising a car dealership online, including search engine marketing, display advertising, social media, and video platforms. It discusses targeting options, ad formats, and how to optimize campaigns on Google AdWords, Facebook, YouTube, Twitter, Pandora, Hulu and more. The focus is on driving customers to the dealership website through targeted, performance-based digital advertising.
Marketing Strategy of Volkswagen Beetle
Volkswagen was facing declining sales in the late 1990s in the US market as competition from Japanese and American automakers increased. Their marketing director Liz Vanzura proposed relaunching the Volkswagen Beetle to boost sales. However, positioning the new Beetle to appeal both to nostalgic baby boomers but also younger buyers was seen as a "mission impossible" given the different perspectives of each group. The marketing campaign "Drivers Wanted" aimed to strengthen Volkswagen's positioning as an affordable German brand focused on driving enjoyment to help relaunch the Beetle successfully.
Land Rover
Land Rover company profile, strategy,
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volkswagen ad analysis
- 1. Ad Campaign Analysis By Camila Mejia
- 2. General Information • Automobile Type of Product: • VolkswagenBrand: • Short name, long on comfort and performance. Campaign Name:
- 3. Creative Briefing Target Audience • Adult and young clients Desired Positioning: • Sell the product . • Drive comfortably. Key promise or Benefit: • Short name, long on comfort and performance Communicatio n Tone: • Friendly • Comfortable • Funny
- 4. Message Analysis What does it says? That there is a new Passat model. How is it say? Elegantly and friendly Whom is it addressed to? Young and adult clients. When it is said? When the kid is moving the car. Where is it said? In the parking spot of the owners House.
- 5. Concept and Slogan What is the concept chosen to differentiate the product or service? Smart as a Volkswagen What is the slogan? Short name, long on comfort and performance
- 6. Web platform
- 8. Good and Bad of the Product The good The Fender audio set it above the crowd for music lovers. The navigation, stereo, and phone interfaces are easy to use. The Bad The navigation system has a separate map view for traffic data It does not give text-to-speech turn-by-turn directions. •.
- 9. Creative Execution Execution elements: • Characters: Son taking fathers car out. • Images: House parking spot • Texts: Volkswagen slogan • Music: Funny and pleasant music. Execution Aspects: • Size: 31 seconds
- 10. Campaign Video