Other name (s) Course Advertising and Print Media Introduction Promotion of brand identity to the consumers through advertisement is a common strategy that is commonly used by companies to enhance their product awareness, sales, customer loyalty, competitiveness and the overall company value…
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This is particularly because most of the affluent consumers are often more apt to spending on luxury vehicles and are therefore the main target of luxury automakers such as BMW, Audi and Mercedes-Benz (Shea, 1). Generally, luxury products as opposed to other products usually benefit from consistent and long term advertisement. According to many analysts, what have really worked for the BMW is the advertising marketing efforts that focused on the product, good service and attractive values. According to Maguire(2), BMW has been identical with unique comfort and fine quality for several decades and has particularly created a number of campaigns that featured in magazine ads, television and web ads that presented its products as the ultimate luxury vehicles in an attempt to boost its sales. “The road home” Web film Advert In 2012, the giant automaker featured emotions of holiday homecomings it one of its social videos known as “The road home”. The video showed people making numerous trips in BMW x series vehicles and the company wished the consumers well during and after the holiday season (BMW web film, 2012). Although the video was first posted on BMWs social media accounts such as the Facebook, it soon featured in the other popular channels such as the television and was particularly aired on NBC during a Football broadcast. BMW. TV Advert for series 3 Sedan BMW also showed off one of its new 3 series sedan on an extensive mail campaign that also featured glossy print images and attractive postcards highlighting some of the luxury features of the new 3 series Sedan. Additionally, to enhance its brand identity, BMW has also enacted a 360 degrees marketing and branding campaign that shows the company’s sponsorship of sporting activities such as Team USA in the 2012 London Olympics. The advert attempts to depict that the BMW 3 series sedan car never wanders away over the white line and seat belt should be fastened. System authorization demands that a car being driven should not be more than the legal speed limit, otherwise subtitle tells professional drivers on closed roads. These hotshot directors run the shoot. Generally, the TV commercial advert seeks to present the new BMW 3 series as the ultimate luxury vehicle that offers a unique driving pleasure as well as other important driving features such as adaptive suspension, Analysis of the two BMW ads Given the high success of “The road home” web film by the BMW, the company has significantly increased its sales. According to O' Guinn and Chris (14), brand promotion requires a series of well coordinated media campaigns that communicate a cohesive theme of brand identity. In this regard, given the rising sales of BMW luxury vehicles following the launch of the two advertisements, it can be argued that the company has successfully used both the traditional media advertisements and web advertising to enhance their product awareness, sales, customer loyalty, competitiveness and the overall company value. Generally, there are a number of sociological, economic, political and cultural attitudes that are indirectly reflected in both the two BMWs adverts. According to O’Neill, advertisements are just but a reflection of our society. Throughout his publication,
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The emergence of internet along with availability of free digital content associated with it affected the demand for print media. It has long been an area of interest for all stakeholders associated with content creation about the effect of internet on the demand for print media. There have been observable impacts on magazines and newspapers and related print media after free digital content became widespread. One can expect that free digital content would eventually cannibalize entire sales of print media.
This means one has to understand the consumer decision-making process. This could require an extensive research involving interviews or questionnaires administered to a large group of people. However, exhaustive research is not practical or organizations may not afford to spend large amounts of resources on every issue.
Print is the general classification for mass-produced, printed materials that appear in the market following a regular frequency, like daily, weekly, bi-weekly, monthly, bi-monthly, semi-annually, and annually. These are newspapers (broadsheets and tabloids), magazines, journals, compilations, and annuals.
The magazine may also target specific segments of the public for a campaign to explain complex issues ("How to," UNICEF 2007).
As such, the primary purpose of print media is to inform the public on issues of importance and thus to make the political participation of the people meaningful (LaMay 2004).
The author states that excitement for the product is generated with the use of words like ‘excitement’ and ‘discover’ as the ad indicates how an ordinary woman, ‘Ashley’, is able to make a worldwide ‘difference’ for the benefit of the ‘environment’ as well as serving her own needs by reducing her bill.
However, print media advertising has retained its hold and reach in the world of business and efficient marketing as print media continues to advance its scope on a much wider market, develop innovation and resume its accomplishment in the field of theoretical research.
There are various mediums of advertising; newspapers, radio, television broadcast, stage shows, websites, billboards, flyers, supermarket receipts, taxicabs among others (Albion 55). According to Beckman (34), free media refer to the persuasive information produced by advertising and public relations professionals for promotion purposes, as well as marketing through mass media at no cost to the creator.
An appropriate message for this image would be: “You are part of the Family”. This message together with the image will create an emotional appeal to consumers. All consumers are moved by emotional messages and the message will send emotional triggers that will connect the audience with the message.
What’s more, these instruments are to be picked with care and wisely elaborated, so that a product or a service arrests attention of as many consumers as possible and the company succeeds in sales.
Among marketing tools, advertising is probably the most
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