Effectiveness of Advertisement in Automobile Industry - Research Paper Example

Introduction With the increase and growth of internet and technology, marketing strategy is one of the most unique industries that has been swamped major players from various industries. Even without technology and industries there are other media and tools such as billboards and magazines which can be used (Saul, 28). These numerous platforms, tools, and tactics used in marketing of various brands adequately serve in filtering the target audience. Such innovations and platforms have been able to provide a structure for marketers and competitors such as Audi and BMW to be extremely unique and creative in their campaigns whilst selling their products. The environment that we currently live in relies heavily on content sharing, which resulted in unlimited information and opportunities for the two automobile companies to tap into. The world marketing is flooded with common practices and generalities due the believe and understanding that some processes work and consistently provides value. However, with so much noise and competition in the market industry, it calls for the need of marketers to be creative and original as illustrated by the two automobile companies; BMW and Audi. These two automotive markers had to put in strong emphasis on their brands by allocating vast resources for marketing budget on magazines, advertisements in video, and the internet (John et al, 56). Due to the competitiveness of the automotive industry Audi and BMW had to take on more innovative marketing approaches as illustrated below. 2. Mediums of Advertisement and Measurements a. TV i. Definition Television has been used a medium of advertisement since its inception. This has been due to the fact that it can reach mass audience quickly. It also offers numerous advantages by offering very powerful impact of the message it carries to numerous audience. This convenience and flexibility is due to the widespread popularity and ease with which it reaches millions of viewers internationally and nationally. With the audio and visual effects television provides and creates a lasting impact of the product being marketed (Philip, 90). With the interaction of color, drama, sight, sound, and motion it ensures that the message conveyed is persuasive and strong. Addition of some tactics and props could also enhance its impact. The Audi and BMW automobiles utilized this form of marketing due to its impact. ii. Measurements In its marketing through television BMW was able to introduce its very own youtube page known as the BMW TV. This site is used to display numerous BMW television ads and driving and racing videos of all the models created by the company. The Audi automobile in contrast focused in film sponsorship so that it could reach out to the television audience focusing around numerous movies (Jean, 24). The movie “Iron Man 2” had several product placements of the numerous Audi models which included the Audi A8 and R8 Spyder. iii. Complain Generally, both Audi and BMW could have had innovative and different marketing strategies in promoting their brand, through the use of film and youtube pages as forms of television advertising and product placement (Simon, 63). Both strategies seem to have been effective for both companies in reaching out to their greater customer bases and potentially increased their company sales. iv. Results The BMW TV marketing strategy for BMW has been very effective as youtube is one of the most popular social networking website and has allowed the company to reach out to numerous consumers. Through the creation of the unique youtube page it has helped the company have a very strong brand identity in the customer’s perspective. Audi choice of using movies to reach to their television audience was a good strategy. Through the marketing of the cars on film, consumer choices could be affected as the consumers could be persuaded to buy the car brands since the celebrities in the movies could be seen to own one of their own. This is an effective and efficient marketing strategy for the Audi target market as most of their automobiles fall into the luxurious category (Saul, 76). b. Billboards i. Definition Billboards as a means of advertising are one of the most cost-effective and high impact medium. Moreover, with the advancement in technology today, it has limitless possibilities of design when marketing any brand. This is one of the medium used by the two automobile companies in its marketing war as they tried to outdo one another and ensure that their brands were highly valued (Jean, 65). Most of the marketing war competition was played out in the billboards as it was most noticeable. Advertising through billboard grabs the attention of potential customers effectively. This creates strong brand awareness as well as strong name recognition. With the creativity involved in their creation it gives an eye-catching colorful thus more impact. With its positioning on public places the billboards reaches out to thousands of people, gets to specific audience in any place and ensures that the message is delivered frequently and continuously. ii. Measurements The billboard battle was one of the most notable advertising wars and campaigns between the Audi and BMW. The two rivals companies had a go at each other in humorous and witty ways through their billboard advertising. The two rival companies challenged themselves not only in their products but their billboard advertising (Philip, 46). The billboard battle was all started out by Audi when t erected a billboard of the new Audi A4 with a caption reading “Chess? NO Thanks, I’d rather be driving”. The billboard then soon changed the challenge to “Your move, BMW.” Sure enough as was expected BMW made a counter-move with a new billboard across the street. Adorning the new BMW M3, the billboard simply had the “Checkmate” imprinted on it. This was a truly brilliant response and it indicated the guts and creativity boasted by the two giant automobile companies. iii. Complain This billboard advert placed in by Audi was a reaction to the television ad placed by BMW which had used chess as a selling point. iv. Results The billboard advertising of the two automobiles was able to bring out the message and advertising ingenious of the two companies as it captured the attention of many people all over the world including car dealers, and advertising websites. With the attention the billboard got it seemed like a joined endeavor by the two companies to promote their brands. After all the companies were getting the exposure they desired and even seemed more than they had expected. c. Internet i. Definition Online marketing and social media marketing is an area where the future lays for many large market industry players. This is due to its attractive nature in the being the best way to track and asses return-on-investment. Using the internet by means of online campaigns has grown year-over-year and has become the centre of marketing as was utilized by the BMW and Audi for their marketing strategies. ii. Measurements BMW and Audi utilized internet advertising platforms to reach out to several customers by making use of social media fan pages such as twitter and facebook, youtube, and bloogers. Internet use a a means of advertising was aimed at reaching out to younger audiences who favor the social media platforms over the traditional media such as television and newspapers. The attraction and pulling power comes from the bloggers’ audience who comment and follow on social media sites such as facebook and twitter. With the BMW and Audi luxury automakers such an internet platform was useful for their progress. iii. Complain The internet has its own shortcoming as it only reaches out to the young people whom most do not have adequate resources to be able to acquire automobiles. However for the popularity of the brand it is a good avenue and way of reaching out to the most technologically advanced customers. iv. Results This was a good medium utilized by the two companies in reaching out to numerous customers in the technologically advanced state that we are at. This has ensured that the automobile companies reach all parts of the region. 3. Results Discussion, and Conclusion Audi and BMW are two storied, successful brands that epitomize the definition of multinational corporations. They both came from humble roots, building their names and selling their original products in their common home market of Germany, but they eventually expanded globally and became two of the most recognized names in the international automobile industry, as well as the top two companies in market share competing in the luxury automobile segment of the market. Audi is currently trailing BMW in the global luxury automobile market, but it has been rapidly growing as a company and brand over the last decade or so, and is currently attempting to catch up to BMW in terms of market share. Audi is the leader in the Chinese market, which, based on our research, seems to be an invaluable asset for the company moving forward, and might just be the spark Audi needs to eventually become the leading luxury car manufacturer in the world. BMW, while continuously innovating and releasing revolutionary new automobiles, is also falling behind in the hybrid and electric car market. It has some amazing concept cars and prototypes(as evidenced in the latest Mission: Impossible film) and claims it is in the preliminary stages of growth in that market, but it will need to begin releasing more electric and hybrid cars very soon in order to keep up with Audi. Works Cited Cateora, Philip R.; Gilly, Mary C.; Graham, John L. “International Marketing.” New York: McGraw-Hill/Irwin. 2011. Halliday, Jean. “Thinking big takes Audi from obscure to awesome.” Advertising Age, 80(4).Retrieved from: http://knowledgecenter.unr.edu/7 . 2009. Smith, Simon. “Measuring success at BMW, Opel and beyond.” Automotive Manufacturing Solutions, 12(4), 44-47.Retrieved from: http://knowledgecenter.unr.edu/. 2010. Wilken, Rowan & Sinclair, John “Global Marketing Communications and Strategic Regionalism.” Globalizations, 8(1), 1-15.Retrieved from: http://knowledgecenter.unr.edu/. 2011. Webzell, Saul. Pressing the advantage. Automotive Manufacturing Solutions, 11(4), 38-39.Retrieved from:http://knowledgecenter.unr.edu/. 2010. Read More