Televisions commercial adverts have been in operation for over 50 years and play a key role in marketing organizations’ products. The benefits include allowing longer advertisement campaigns to develop and play out. …
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This is attributable to the fact that the adverts stays in the viewer’s minds longer than any other form of commercial advert. The visual aspect of the television commercial makes for a more instant and identifiable awareness of the product than other forms likes radio or print media (Shimp 2008 p.383). Mercedes-Benz Company is not an exception. It has embarked on promoting its new brand 2013 Mercedes-Benz SL-Classe. The commercial runs for about ten minutes. The advert is divided into parts, namely theatrical features, driving features design and roadster. The management believes that the promotion will give the car a warm reception leading to increased sales. This paper will explore the various features of 2013 Mercedes-Benz SL-Classe as portrayed by the commercial, and provides an analysis of its intended purposes. The commercial begins by portraying the theatrical and active body control features of the car. At the beginning, it shows a handsome man coming to board the car with suitcase. He goes straight to the bonnet of the car to keep his luggage. However, it is amazing to see that the boot operates on hands free access ‘kick’ to open. The procedure is also followed in closing the boot (Mercedes-Benz SL-Class 2013). This implies that the car has an automated active body control. The driver switches the button and the car’s roof opens and folds towards the bonnet at the back. This feature seems to inform the audience that it is the prerogative of the owner to decide whether to have the rooftop of the car closed or not. The feature also makes the car look sporty and luxurious which most customers want. From the advert, you can be at a position to watch and hear that the car is environmental friendly. It does not produce a lot of noise. The ignition also does not produce a lot of smoke. From this point of view, the company is trying to tell viewers that the car has been manufactured in line with the environmental conservation goals. In fact, nobody in the world I do believe would prefer to buy a car that pollutes the environment. This feature will help lure many people to buy the sporty car (2013 Mercedes SL Commercial 2011). The commercial also reveals that the car is ignited using a button as opposed to a key as is commonly the case with most cars. I believe this is much of a selling point of the car. The use of manual key ignition looks much antiquated and with the advancement in technology, this is the right direction. The use of a button also helps in saving time (Video New Mercedes-Benz SL 2013 Commercial, 2011). Since many consumers like entertainments, the car has a surround sound system to keep the users entertained. This is a feature well thought by the advertisers and will help drive sales. Many celebrities in the world like entertainment and this feature as brought out in the advert will see many celebrities going for it (Mercedes-Benz SL-Class 2013, 2012). From the television advert, viewers are also able to see the design features of the car. This includes the shape, headlights, and color. For example, the advert uses a dark gray car to do the work. However, the management also states that the car exists in a variety of colors from which customers can choose. The car looks cool and the shape is just perfect. From the commercial, you can also be able to see the luxurious two seats of the car made of leather materials. Here, I believe that customer’s attention is drawn to comfort that the seats brings. The headlights of the car also look perfect in this advert (Mercedes-Benz SL-Class 2013, 2012). The television commercial also gives viewers a chance to observe the engine make-up. Here, one is able to see that the car has a V-6 engine known as SL350. The engine
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This report will primarily deal with the role of marketing and communication strategies of Mercedes Benz. Mercedes Benz has always been very keen on introducing newer varieties of promotional methods for challenging the tough market conditions. The current marketing strategies cannot be concluded as a failure for the brand.
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