print ad review-volkswagen

8/3/2019 Print AD Review-Volkswagen

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Audio visual links:-


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Dissecting the Volkswagen Vento

Talking Print AdAD AGENCY- DDB MUDRA

TOTAL EXPENSE-5 Cr. Appxm.

ADV. DATE-21st of SEPTEMBER,2010 in THE HINDU(CHENNAI

edition) & THE TIMES OF

INDIA(DELHI,MUMBAI,PUNE,BANGALORE edition)

SIZE OF AD-full last page(32.9cm W * 52.5 CM

H),multicoloured

Vento EX-Showroom price-7.9 -8.06 L

Launched in India on 6th of Septembr,2010

7,000 bookings in first three weeks.


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TYPE OF ADVERTISEMENT

INFORMATIVE ADVERTISEMENT-aims to createbrand awareness & knowledge of new product ornew features of existing product

REINFORCEMENT ADVERTISEMENT-aims toconvince the current purchasers that they madethe right choice

BURST ADVERTISEMENT-its to deal withmicroscheduling problem.So,one choosesCONCENTRATION (spending all adv. Budget in asingle period) than CONTINUITY,FIGHTING ORPULSING


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FACTORS THAT AFFECTED BUDGET

DECISION

STAGE IN PLC

MARKET SHARE & CONSUMER BASE

COMPETITION & CLUTTER ADVERTISING ELASTICITY


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DEVELOPING THE ADVERTISEMENT

CAMPAIGN

MESSAGE STRATEGY-what the ad attempts to

convey about the brand

CREATIVE STRATEGY-how the ad expresses thebrand claims


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Media Selection

Why they choose Print Ads?

Print ads can provide detailed productinformation

Readers can consume the ad at their own paceIts a cost effective medium

High volume of ads & non-programming materialon T.V. creates clutter that makes it easy for

consumer to ignore or forgo adsThe fragmentation of the channels affect the no.

of people


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SELECTING SPECIFIC MEDIA VEHICLE

Why TOI & THE HINDU & 5 Major Cities?

CIRCULATION-no. of physical units carrying the ad

AUDIENCE-the no. of people exposed to the vehicle.if thevehicle has pass-on readership,then the audience is largerthan circulation.

EFFECTIVE AUDIENCE-the no. of people with targetaudience characteristics exposed to the vehicle E=R*F

EFFECTIVE AD EXPOSED AUDIENCE-the no. of people withtarget audience characteristics who actually saw thead(GROSS RATING POINTS)

WE=R*F*I


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Deciding on Media timing & allocation

BUYER TURNOVER

PURCHASE FREQUENCY AREAS OF DOMINANT INFLUENCE OR

DESIGNATED MARKETING AREAS


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MERITS

DESCRIBED THE PASSION THAT GOES INTO

MAKING THE VENTO.THUS TRIED TOEMOTIONALLY CONNECT.

AFTER HOUSE,THE CAR IS THE MOST

EMOTIONAL PURCHASE OF ANY HOUSEHOLD

WHERE LOT OF THINKING & FAMILY

INVOLVEMENT GOES IN.


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DEMERITS

NO CALL TO ACTION

SHORT SHELF LIFE-may be cars accelerationvoice or even the horn sound could have

worked the trick. Kids would have kept it to

play.


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THANK YOU

print ad review-volkswagen

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