Audio visual links:-

Dissecting the Volkswagen Vento Talking Print Ad

AD AGENCY- DDB MUDRA TOTAL EXPENSE-5 Cr. Appxm. ADV. DATE-21st of SEPTEMBER,2010 in THE HINDU(CHENNAI edition) & THE TIMES OF INDIA(DELHI,MUMBAI,PUNE,BANGALORE edition) SIZE OF AD-full last page(32.9cm W * 52.5 CM H),multicoloured

Vento EX-Showroom price-7.9 -8.06 L Launched in India on 6th of Septembr,2010 7,000 bookings in first three weeks.

TYPE OF ADVERTISEMENT
INFORMATIVE ADVERTISEMENT-aims to create brand awareness & knowledge of new product or new features of existing product REINFORCEMENT ADVERTISEMENT-aims to convince the current purchasers that they made the right choice BURST ADVERTISEMENT-its to deal with microscheduling problem.So,one chooses CONCENTRATION (spending all adv. Budget in a single period) than CONTINUITY,FIGHTING OR PULSING

FACTORS THAT AFFECTED BUDGET DECISION

STAGE IN PLC MARKET SHARE & CONSUMER BASE COMPETITION & CLUTTER ADVERTISING ELASTICITY

DEVELOPING THE ADVERTISEMENT CAMPAIGN

MESSAGE STRATEGY-what the ad attempts to convey about the brand CREATIVE STRATEGY-how the ad expresses the brand claims

Media Selection
Why they choose Print Ads?  Print ads can provide detailed product information  Readers can consume the ad at their own pace  It s a cost effective medium  High volume of ads & non-programming material on T.V. creates clutter that makes it easy for consumer to ignore or forgo ads  The fragmentation of the channels affect the no. of people

SELECTING SPECIFIC MEDIA VEHICLE

Why TOI & THE HINDU & 5 Major Cities? CIRCULATION-no. of physical units carrying the ad AUDIENCE-the no. of people exposed to the vehicle.if the vehicle has pass-on readership,then the audience is larger than circulation. EFFECTIVE AUDIENCE-the no. of people with target audience characteristics exposed to the vehicle E=R*F EFFECTIVE AD EXPOSED AUDIENCE-the no. of people with target audience characteristics who actually saw the ad(GROSS RATING POINTS) WE=R*F*I

Deciding on Media timing & allocation

 BUYER TURNOVER  PURCHASE FREQUENCY  AREAS OF DOMINANT INFLUENCE OR DESIGNATED MARKETING AREAS

MERITS
DESCRIBED THE PASSION THAT GOES INTO MAKING THE VENTO.THUS TRIED TO EMOTIONALLY CONNECT. AFTER HOUSE,THE CAR IS THE MOST EMOTIONAL PURCHASE OF ANY HOUSEHOLD WHERE LOT OF THINKING & FAMILY INVOLVEMENT GOES IN.

DEMERITS
NO CALL TO ACTION SHORT SHELF LIFE-may be car s acceleration voice or even the horn sound could have worked the trick. Kids would have kept it to play.

THANK YOU