Mercedes-Benz Advertisement Gallery - Case Study Example

Student’s Name: Instructor’s Name: Course Code & Name: Date of Submission: Table of Contents INTRODUCTION 1 BACKGROUND INFORMATION 2 ANALYSIS 3 FIGURE ONE: MERCEDES ADVERTISEMENT OF 1907 3 FIGURE TWO: MERCEDES-BENZ ADVERTISEMENT OF 1961 5 FIGURE THREE: MERCEDES-BENZ ADVERTISEMENT OF 1980 7 FIGURE FOUR: MERCEDES-BENZ ADVERTISEMENT OF 1990 8 ADVERTISEMENT COMPARISON 9 CONCLUSION 10 REFERENCE 12 INTRODUCTION The core reason for advertisement is to persuade, inform, remind and create awareness on existence of a given product in the market. The reason is to transform a given idea into a purchasable product i.e. customer prospective customers are confident that the product or service is going to satisfy their need before actual consumption. Therefore, it is important to understand the needs of the recipients or audience of the advertisement message in order to create an effective advertisement (Fletcher, 1978, p.38). The advertisement creators need to understand needs of the customer and how they will react to the message. According to Fletcher (1978), the needs of consumers keep changing due to increased competition, changes in consumer taste and preference thus dynamics in advertisement is crucial. The advertisements are required to keep on changing to maintain its relevance to prospective consumers. The essay looks at dynamics in advertisement of Mercedes-Benz for four advertisements in different decades. That is advertisement of 1907 for the American Mercedes Benz, 1961when the company was celebrating 75Th anniversary, 1980 when they changed the shape of the car and unveiling of improvements in 1990. The analysis of the evolution in the advertisement of Mercedes Benz will give an insight on the dynamics in advertisement and changes caused by changes in market needs. The essay contains four major parts i.e. background information, Advertisement analysis, comparison of advertisements and conclusion detailing major issues on how advertisement transform idea or item into a purchasable product or service. BACKGROUND INFORMATION Mercedes Benz is in the motor industry they are among the first inventors in the industry. They developed their first car in 1886. This invention has acted as a pace setter for the company’s invention and motor industry in general. The first car was three wheel and self-propelled with single-engine cylinder fixed at the back of the car. The model resembles the picture used in advertisement of the 75th anniversary in figure two. The invention by the company and industry has been tremendous with the effort to remain relevant and match changes in the needs of the consumers. The increased need for consumers to have prestige, efficient and reliable drive has been a major cause of improvement in motor industry over years. Consequently, manufacturers desire to keep impressing consumers and earning consumer confidence on technological advances plays a crucial role in major changes. The following table below shows summary of various stages of Mercedes Benz evolution with aim of matching with the market needs; Year Invention Purpose 1886 First car; 3 wheels, single engine cylinder and self-propelling (mbusa.com, n.d.). To ease movement and shrink geographical distance. 192-1951 4-Wheel vehicle with independent suspension, diesel engine, passenger car, conical-pin car lock etc (mbusa.com, n.d.). To improve movement through speed and safety of the user. 1958-1973 Gated shifter and offset-frontal crash test (mbusa.com, n.d.). To improve safety for the users 1978-1997 Multilink suspension, 4MATIC all-wheel drive, CFC-Free climate control, electronic stability program and smart key (mbusa.com, n.d.). Further improve safety of the user and efficiency 2006 Pre-Safe brake To improve safety of the user 2012 Internet and Apps To improve comfort and efficiency of the product to the user. According to the table above, we are able to note that Mercedes Benz have undergone several changes since its inception. The major area of concern is on efficiency (speed), reliability, safety and comfort. The changes on product properties are in line with the changes of the consumer needs. For example, before invention of the vehicle people were concern on improving movement from one place to another. After invention of the first car, consumers wanted to increase the speed or efficiency of the movement and safety of using the product thus leading to development of breaks and diesel engine. The need developed further since consumer wanted to feel more comfortable thus development of Mercedes Benz model with internet and Apps. The company has is one of the many example of the organization who are constantly designing their products to meet changing consumer need and culture (Lyth, 2009, p.13). ANALYSIS The company needs to create awareness on the improvements, remind consumers of the previous products, educate on how to use the product and persuade prospective to buy into the idea even before consuming the product or service (Dube, Hitsch and Manchanda, n.d., p.13). To achieve this goals firm is required to carry out advertisement with major goal in mind that is winning consumers trust and confidence in the product. FIGURE ONE: MERCEDES ADVERTISEMENT OF 1907 The car below is among the first Mercedes Benz model. The advertisement was featured in 1907 with the aim of creating awareness of the company’s new invention. Fig 1. Source: Classiccarstodayonline.com (n.d.) According to the figure above, we are able to note various properties of the advertisement styles and extract the message that the advertiser intended to pass. The advert shows that its primary market is America since it is denoted “American Mercedes”. The message that is obtained from the phrase shows that the car was sold wholly in the American market or export very few vehicle to other markets. Also, the advertisement had a price tag which showed that the price was final. The manufacturers did not give room for negotiation with the prospective customer due to high demand with low supply of the car model. The advert is rich with persuasiveness which is one of the most important styles in advertisement (Dube, Hitsch and Manchanda, n.d., p.23). “This is the handsomest car in the world” gives prospective consumer a sense of prestige in owning the handsomest car as a source of pride. The prestige comes at an expense since consumers are charged premium prices “$10,000” according to 1907 economy was lots money. “Something entirely New” aimed at persuading consumers to try the product since it has some new features added to the product. Consumers require high level of reliability and efficiency. Therefore, company needs to convince the consumer that once they make purchase, delivery of the product is immediate. The advert conveys company’s efficiency through “immediate delivery” which aims at ensuring that the customer gets opportunity to enjoy the product when the desire is still high thus obtaining high level of satisfaction. FIGURE TWO: MERCEDES-BENZ ADVERTISEMENT OF 1961 The advertisement was featured in 1961 when the company was celebrated its 75Th anniversary since its first invention in 1886. Fig 2. Source: Classiccarstodayonline.com (n.d.) There are several features that can be obtained or message that is conveyed to Mercedes prospective consumer. The car make itself tries to remind the information recipient of company milestone (comparing their first invention with the recent car in the market i.e. 1961 model). This is aimed at making customer appreciate the effort of the company in improving the product features with a promise of more sophisticated products in future. The company shows importance of its invention in the market and contribution in meeting consumer’s needs. For example, “In 1886 Cottlieb… opened the door to new era…which brought mankind closure” and “…a new door of progress…contributed to economic development of Argentina…” The use of these phrases in the advertisement conveys importance of company presence and shows importance of its invention not only for the company but also for the well being of the society as a whole. The major aim is to encourage consumers to keep supporting the company by making purchases and keep checking for new products. FIGURE THREE: MERCEDES-BENZ ADVERTISEMENT OF 1980 The advertisement picture is a feature of an advert done in 1980. Fig 4. Source: Classiccarstodayonline.com (n.d.) The advert shows conveys various messages meant to inform and persuade prospective consumers to purchase because of major improvement of the car compared to previous model. “How the wind of change shaped the Mercedes-Benz S-class” this message aimed at informing the consumers that the company understands their needs or changes in consumers taste and preference (Lyth, 2009, p.13). Therefore, they tailored S-class model to meet their current need thus encouraging the consumers to purchase the car to achieve a new level of satisfaction (Jefkins and Yadin, 2000, p.117). The advert further highlights merits of acquiring the new model basing on the needs of the consumer this includes fuel consumption “Fuel-efficient light alloy engine”, performance of the vehicle “lighter yet stronger and safer”, vehicle’s shape adaptability “An Energy-Saving shape” and comfort of the user “Freedom from stress”. The highlighted features is drawn from the need that consumer wants to satisfy to create demand for vehicle. The tone of the advert is persuasive since the main purpose is to win the heart of the customer to make purchase (Shaffer, 2014, p.33). FIGURE FOUR: MERCEDES-BENZ ADVERTISEMENT OF 1990 The photo below features Mercedes-Benz advertisement of 1990. Fig 4. Source: oldmagazineads.blogspot.co.ke (2012) The advertisement conveyed information to the prospective consumer on the availability of a more comfortable car model. According to the photo, it shows inside parts highlighted which might have caused complains from part of consumers using previous models. Therefore, displaying interior parts acts as an emphasis that they have received complains and worked on it thus need to use the new model. Also, Advertisement persuasive since it tempts prospective customer purchase the model. For example, “…Automotive break through for the eyes” arose customer desire to make purchase. “ENGINEERED LIKE NO OTHER CAR IN THE WORLD” further increases desire and need to own the model for prestige purposes since people will own it at initial stages (Jefkins and Yadin, 2000, p.53). The advertisement has people in the background dressed in official clothes which conveys a different theme. This tries to make an appeal to the working class segment since they provide wider market for the cars. The advert targets working class because of their purchasing power and consumption behavior since most employees wants to own a better car than his/her colleague. ADVERTISEMENT COMPARISON There are various similarities and differences drawn from the four advertisements both arising from consumer changing consumption behavior and industry dynamics. The similarities and differences include; The use of the Mercedes icon in all the four advertisement is common. The main purpose of maintaining consistency in the use of the icon aims at creating a brand and making it stick in consumer mind (Fletcher, 1978, p.40). The moment consumer sees the icon he/she associate it with Mercedes product. Also, the company has not changed its name since inception which brings two meanings in the mind of the consumer. First, the company innovation has progressed with market dynamics thus it has stayed relevant despite rising completion. Secondly, Mercedes produces high quality product thus its market has not changed due to entry of new manufactures in the market. Figure one and two advertisement is published in dull colors compared to figure three and four. This shows that in the period of advert in figure one and two, the color didn’t matter since people saw their immediate need to ease their movement thus comfort and appearance was not an issue. The perception changed advertisement in figure three and four since consumers needs increased. Their desires changed from owning a simple car to own an appealing vehicle with different colors. The transition shows the ever changing consumer taste and preference, and effort of the company in meeting consumer’s immediate need (Hamilton, 2014, p.380). Also, figure one and two dwelled on only a small market i.e. mentioning of American and Argentina while the rest of the advertisement didn’t mention region. This shows that the competition increased or production increased thus need to avail their products in different regions. CONCLUSION In conclusion, the analysis provide an insight on the need to understand consumer need before designing an advertisement, pre-judging their reaction and improvement as a source of remaining relevant in the market. The consistency in advertisement is core (Jefkins and Yadin, 2000, p.15). This enables company to keep a permanent mark in consumer minds about their products or make the brand name a product on its own. For example, when consumer is making referrals or changing car type the first thing they think of is Mercedes. In addition, study of the industry trend is crucial in ensuring that advertisement is relevant in the market. Creation of irrelevant or outdated advertisement will receive no or few consumer attention due lack of appeal to the eye. Therefore, adapting to market dynamics is essential in creating effective advertisement. REFERENCE Classiccarstodayonline.com, (n.d.). Classic cars today online. [online] Classiccarstodayonline.com. Available at: http://www.classiccarstodayonline.com/wp-content/uploads/1980-Mercedes-S-class-ad.jpg [Accessed 19 Aug. 2015]. Dube, J., Hitsch, G. and Manchanda, P. (n.d.). An Empirical Model of Advertising Dynamics. SSRN Electronic Journal. Fletcher, W. (1978). Advertising: Trends and prospects. Long Range Planning, 11(6), pp.37-41. Hamilton, J. (2014). Book review: Chris Wharton (ed.), Advertising as Culture. Cultural Dynamics, 26(3), pp.379-382. Jefkins, F. and Yadin, D. (2000). Advertising. Harlow: Financial Times Prentice Hall. Lyth, P. (2009). ‘Think of her as your mother’: Airline advertising and the stewardess in America, 1930-1980. The Journal of Transport History, 30(1), pp.1-21. Sakalauskas, J. (2012). Old Magazine Ads: February 2012. [online] Oldmagazineads.blogspot.co.ke. Available at: http://oldmagazineads.blogspot.co.ke/2012_02_01_archive.html [Accessed 19 Aug. 2015]. Shaffer, J. (2014). Innovating Advertising: Conventional vs. Innovative Anthropomorphic Advertising Approaches in the Twenty-First Century. Advertising & Society Review, 15(1). www.mbusa.com, (n.d.). Leading Through Innovation. [online] Mercedes-Benz USA. Available at: https://www.mbusa.com/mercedes/benz/innovation [Accessed 20 Aug. 2015]. Read More