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Audio visual links:- .

2010 7.06 L Launched in India on 6th of Septembr.9cm W * 52.5 CM H).PUNE.000 bookings in first three weeks. Appxm.MUMBAI.Dissecting the Volkswagen Vento Talking Print Ad AD AGENCY. ADV.multicoloured Vento EX-Showroom price-7.DDB MUDRA TOTAL EXPENSE-5 Cr. .BANGALORE edition) SIZE OF AD-full last page(32.9 -8.2010 in THE HINDU(CHENNAI edition) & THE TIMES OF INDIA(DELHI. DATE-21st of SEPTEMBER.

So.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.one chooses CONCENTRATION (spending all adv.FIGHTING OR PULSING . Budget in a single period) than CONTINUITY.

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 .

creates clutter that makes it easy for consumer to ignore or forgo ads  The fragmentation of the channels affect the no. of people .V.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.

of people exposed to the vehicle. 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 . of physical units carrying the ad AUDIENCE-the no.then the audience is larger than circulation.SELECTING SPECIFIC MEDIA VEHICLE ‡ Why TOI & THE HINDU & 5 Major Cities? CIRCULATION-no. EFFECTIVE AUDIENCE-the no.if the vehicle has pass-on readership.

Deciding on Media timing & allocation  BUYER TURNOVER  PURCHASE FREQUENCY  AREAS OF DOMINANT INFLUENCE OR DESIGNATED MARKETING AREAS .

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

.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 .

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