Upload
-
View
217
Download
0
Embed Size (px)
Citation preview
8/3/2019 Print AD Review-Volkswagen
1/13
8/3/2019 Print AD Review-Volkswagen
2/13
8/3/2019 Print AD Review-Volkswagen
3/13
Audio visual links:-
8/3/2019 Print AD Review-Volkswagen
4/13
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.
8/3/2019 Print AD Review-Volkswagen
5/13
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
8/3/2019 Print AD Review-Volkswagen
6/13
FACTORS THAT AFFECTED BUDGET
DECISION
STAGE IN PLC
MARKET SHARE & CONSUMER BASE
COMPETITION & CLUTTER ADVERTISING ELASTICITY
8/3/2019 Print AD Review-Volkswagen
7/13
DEVELOPING THE ADVERTISEMENT
CAMPAIGN
MESSAGE STRATEGY-what the ad attempts to
convey about the brand
CREATIVE STRATEGY-how the ad expresses thebrand claims
8/3/2019 Print AD Review-Volkswagen
8/13
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
8/3/2019 Print AD Review-Volkswagen
9/13
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
8/3/2019 Print AD Review-Volkswagen
10/13
Deciding on Media timing & allocation
BUYER TURNOVER
PURCHASE FREQUENCY AREAS OF DOMINANT INFLUENCE OR
DESIGNATED MARKETING AREAS
8/3/2019 Print AD Review-Volkswagen
11/13
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.
8/3/2019 Print AD Review-Volkswagen
12/13
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.
8/3/2019 Print AD Review-Volkswagen
13/13
THANK YOU