Description
Ad Analysis - Audi & Bridgestone
Audi & Bridgestone
Integrated Marketing Communications
Audi
Dust and pollen filters on all our cars
Audi
?
Characteristics
• Modern and aggressive • Technically formidable • Sophisticated & attractive
?
Product A4
• Protection against harmful dirt particles, airborne pollens, unpleasant odors, and condensation.
Audi
?
Segmentation
• Demographic • Psychographic
?
Targeting
• Audi niche market in Germany, Non German European countries, US. • Lower luxury segment
?
?
Benefit Positioning-Innovative design, sport and stylish driving experience, passion for sportsmanship Differentiation-Image( Design is hero),Product (SUV)
Audi
?
Target customer
• • • • • • • • “I-am-Me” buyers(something extra to flaunt) Sophisticated ,stylish, urban cool, progressive Modern tech savvy Young at heart Conscious of social image, aspiration Creative Sporty Motivated
Audi
? ? ?
? ? ?
Advertising Agency: Ogilvy, Johannesburg, South Africa Advertising Type-Brand building Purpose of the ad-Reinforcing the Audi brand(German) & the pollen resistant feature Vehicle- automobile magazines like road track, car collector ,auto week Interpretation of the ad Time period-2007
Bridgestone
?
Characteristics
• Superior Quality • Innovative • Safety
Bridgestone
Segmentation-Behavioral(need based, loyalty) ? Targeting-Different offering for different consumer segments ? Image Positioning-Passion for excellence ? Differentiation-Service(tire selector tool, store locator),Product
?
Bridgestone
Bridgestone Firestone North American Tire, LLC (BFNT) and the National Football League (NFL) have entered into a multi-year integrated marketing partnership that designates the Bridgestone brand as the first “Official Tire of the National Football League.”
Bridgestone
? ?
Created by: The Richards Group, Dallas, USA Time period of advertisement-NFL periodSept to December
?
?
For drivers who want to get the most out of their cars, it’s Bridgestone or nothing
Target customers – Innovators & Thinkers ? Emotion appealing to-self esteem needs, superior, assured and confident
Bridgestone
Purpose of the ad •Informative •To increase the customer brand awareness and visibility •Bolster marketing efforts for its retailers •Reach out to millions of consumer who are loyal to NFL
Bridgestone
The Ad focuses on the tires •Good traction •Low rolling resistance
Thank You
doc_587742216.pptx
Ad Analysis - Audi & Bridgestone
Audi & Bridgestone
Integrated Marketing Communications
Audi
Dust and pollen filters on all our cars
Audi
?
Characteristics
• Modern and aggressive • Technically formidable • Sophisticated & attractive
?
Product A4
• Protection against harmful dirt particles, airborne pollens, unpleasant odors, and condensation.
Audi
?
Segmentation
• Demographic • Psychographic
?
Targeting
• Audi niche market in Germany, Non German European countries, US. • Lower luxury segment
?
?
Benefit Positioning-Innovative design, sport and stylish driving experience, passion for sportsmanship Differentiation-Image( Design is hero),Product (SUV)
Audi
?
Target customer
• • • • • • • • “I-am-Me” buyers(something extra to flaunt) Sophisticated ,stylish, urban cool, progressive Modern tech savvy Young at heart Conscious of social image, aspiration Creative Sporty Motivated
Audi
? ? ?
? ? ?
Advertising Agency: Ogilvy, Johannesburg, South Africa Advertising Type-Brand building Purpose of the ad-Reinforcing the Audi brand(German) & the pollen resistant feature Vehicle- automobile magazines like road track, car collector ,auto week Interpretation of the ad Time period-2007
Bridgestone
?
Characteristics
• Superior Quality • Innovative • Safety
Bridgestone
Segmentation-Behavioral(need based, loyalty) ? Targeting-Different offering for different consumer segments ? Image Positioning-Passion for excellence ? Differentiation-Service(tire selector tool, store locator),Product
?
Bridgestone
Bridgestone Firestone North American Tire, LLC (BFNT) and the National Football League (NFL) have entered into a multi-year integrated marketing partnership that designates the Bridgestone brand as the first “Official Tire of the National Football League.”
Bridgestone
? ?
Created by: The Richards Group, Dallas, USA Time period of advertisement-NFL periodSept to December
?
?
For drivers who want to get the most out of their cars, it’s Bridgestone or nothing
Target customers – Innovators & Thinkers ? Emotion appealing to-self esteem needs, superior, assured and confident
Bridgestone
Purpose of the ad •Informative •To increase the customer brand awareness and visibility •Bolster marketing efforts for its retailers •Reach out to millions of consumer who are loyal to NFL
Bridgestone
The Ad focuses on the tires •Good traction •Low rolling resistance
Thank You
doc_587742216.pptx