BAD AD

REASONS FOR SELECTING

THE AD

The main product, i.e. the Car’s picture is not in the Ad

It cannot attract the audience as an ad for car

The logo of the company is not also properly visible

The model of the old woman and her body posture is not proper to describe the car

The relevance of the tagline ‘Since 1911’ is also not clearly visible in the composition and model of the ad

Due to the absence of the car and a proper composition, the brand image of Chevrolet car is not created in the minds of the people

NEW AD

The choice of all ages since 1911

JUSTIFICATION OF NEW AD

The car is visible in the ad because of which the ad is able to create a brand image in the minds of the people

The old woman is now given a relevant meaning in the ad which shows that even a lady of that age is interested to take a ride in Chevrolet car. So Chevrolet is a car for all ages

The tagline has been also modified, so that it goes perfectly with the composition of the ad

PRODUCT DETAILS

Chevrolet, as a brand, has always been a symbol of status and aura.

It has been used in many iconic Bollywood movies since 1970s like Haathi Mere Saathi, the cab used by Dev Anand in Taxi Driver, Tanuja’s car in Jewel Thief

It’s model ‘Beat’ was even used in the famous Hollywood movie Transformer 2

Chevrolet in India has various models at various ranges starting from Spark at Rs. 2.79 lakhs to Captiva at Rs. 17,96,921 lakhs, to suit the taste and lifestyle of all standards of families and people.

The other models of Chevrolet are Beat, Aveo, Magnum, Cruze, Travera

It always keeps pace with the growing competition with various innovations in its models by presenting them in new colours and additional features.

The ads of Chevrolet have always been interesting. For the cars most suitable for small families, they include families in their ads. For example, in the recent ad of Beat we see a couple with two twin daughter and one dog

TARGET AUDIENCE

• Demographic

• Age: 25 years and above• Gender: Male and Female• Income: Rs. 30,000 and above• Qualification: Graduate and above• Occupation: Servicemen, Professionals and Businessmen

• Psychographic

• Activities: Fast movement, distant workplace• Interest: Speed, comfort, style at low price• Opinion: Best Features at best and lowest price and maintenance cost• Attitude: Updated trend and Fast lifestyle• Belief: Trustworthy company

MEDIAPLANNING

Budget : Rs. 4 Crores

Campaign Duration : 2 months

Dailies Edition

CPM

Cost of ad

Insertion

Total cost of ad

Justification

Times of India

ALL 1.53

59,53,600 4 2,38,14,400

Popularity

DNA MUMBAI

0.35

65,7600 3 19,72,800 Prestige

Deccan chronicle

ALL 0.29

8,28,000 4 33,12000 Geographic Selectivity

The Hindu

ALL 5.13

94,48,000 High reach and High readership

Hindustan times

ALL 0.92

2,95,3600 3 88,60,800 Prestige

Malyalam manorma

ALL 4.14

79,50,400 Geographic Selectivity

Daily thanthi

CHENNAI

7.21

57,49,600 High readership

Rajasthan patrika

ALL 1.99

56,26,400 Geographic Selectivity

Magazine

CPM

Cost of ad full page colour

Insertion

Total cost of ad

Justification

Outlook business

7.73 2,65,000

4 10,60,000

Prestige

Meri saheli

3.38 3,25,000

High Readership

Femina 10.36

3,25,000

Popularity

Outlook money

5.42 2,10,000

4 8,40,000

Prestige

Outlook profit

2.27 1,50,000 1 1,50,000

Geographic Selectivity

SCHEDULING

WEEK1 WEEK2 WEEK3 WEEK4

*Times of India *Outlook business*DNA

*Outlook money*Deccan chronicle*Hindustan times

*Outlook money*DNA

*Times of India*Deccan chronicle*Outlook business*Outlook property

WEEK5 WEEK6 WEEK7 WEEK8

*Outlook business*Times of India*Hindustan times

*Outlook money*Deccan chronicle

*Outlook money*DNA

*Outlook business*Times of India*Deccan chronicle*Hindustan times

Thank you!!