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Consumer Making Decision & Behavior - Term Paper Example

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This paper is an analysis of consumer behavior when purchasing a car from either Toyota or Nissan. The brands of the cars analyzed are the Toyota Camry and Nissan Maxima. A brief description of Toyota Motor Corporation and Nissan Motor Company Limited has been given. …
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Consumer Making Decision & Behavior
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Download file to see previous pages When two friends were passing by and saw the stage and the burnt up wall, one of the passersby turned to her friend, asking her if she could see that the Maxima was so hot that it had burned through the wall. Responding to this comment, the prop master, Daryll Merchant, said that that was the whole concept of the advertisement. According to the executive creative director of True, Christopher Davis, people nowadays don’t say ‘cool’ anymore as it is almost uncool to say it, whereas ‘Hot’ is the new vernacular. The Maxima campaign was aimed at selling the idea of hotness. The pieces of the ‘Hot’ campaign were striking. At each site, the fences of parking lots were temporarily removed to make way for the car-ravaged wall that had a built-in steam engine. The wall was watched by two security guards. The advertisement was deconstructed every four days at 5:30 am and was put in its new location. The holes that were left from bolting the props down were filled with concrete (Yuan 2005). The response from the street campaign was strong. An example of this strong response was when one bus driver pulled over the bus with people in it and took a picture of the ‘Hot’ Maxima, while someone else called 911. The best compliment that the Maxima street campaign got was that from a passerby who without any prompting, remarked saying ‘Wow, that is hot!’The director of Nissan Marketing, Fred Suckow, was hoping that their unique integrated campaign would reach beyond traditional marketing. The intention of the Maxima street scenes was to engage all the senses of the consumers. The street scenes were intended to grab the attention of the onlookers in the busy metro areas as well as bring to life the ‘Hotness’ campaign and the essence of the Maxima. The customers who had a Maxima would be perceived as ‘hot’ and a little different from everybody else. Nissan targeted people who had a desire to fit in.   ...Download file to see next pages Read More
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