Automobile Industry Is Highly Competitive Case Study

Pages: 5 (1692 words)  ·  Bibliography Sources: ≈ 10  ·  File: .docx  ·  Level: College Senior  ·  Topic: Business - Advertising

SAMPLE EXCERPT . . .

Some examples are sponsorship of women's and men's gulf tournaments and tennis matches, rock concerts, and fashion shows. Plan B, like Plan A, would also try to achieve an integrated marketing communications plan.

Plan C

Plan C. changes the advertising split to 20/80 between traditional and non-traditional elements. The philosophy behind Plan C. is that Phase I was successful largely because of the non-traditional part of the campaign. Therefore, the non-traditional element should be increased even more. The budget would not allow for the increase in demographic targets in traditional advertising. Thus, there would be no local advertising as called for in Plan A and a scale back of existing elements such as lifestyle cable programming and Traveler. For non-traditional advertising, Plan C. would combine the event strategies in Plan A and Plan B. with a focus on untargeted and targeted events. Plan C. would still seek brand control as an objective and would also strive for an integrated marketing communications plan.

Bibliography

Automotive Industry Overview." Siebel Systems. 24 May 2003. http://www.siebel.com/products/industries/automotive/industry_overview.shtm.

IMC Report." Universidad de Navarra. 24 May 2003. http://216.239.37.100/search?q=cache:woLljvFzSpgJ:www.unav.es/grice/HP/texto/pdfpa ises/imcreport.pdf+%22non- traditional+marketing%22+and+%22marketing+mix%22&hl=en&ie=UTF-8

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McHale, Tim, and Hespos, Tom. "BMW Films: The Ultimate Marketing Scheme." iMedia 10

July 2002. imedia Connection.com 24 May 2003. http://www.imediaconnection.com/content/features/071002b.asp

Prasad, Naik A., Murali, Mantrala K., and Sawyer, Alan G., "Planning Media Schedules in the Presence of Dynamic Advertising Quality." Marketing Science Vol 17, No. 3, 1998.

University of Florida. 24 May 2003. http://bear.cba.ufl.edu/centers/mks/abstracts/vol17/no3/naikmantralasawyer.html

TOPIC: Case Study on Automobile Industry Is Highly Competitive. Assignment

Automotive Industry Overview." Siebel Systems. 24 May 2003. http://www.siebel.com/products/industries/automotive/industry_overview.shtm.

McHale, Tim, and Hespos, Tom. "BMW Films: The Ultimate Marketing Scheme." iMedia 10 July 2002. imedia Connection.com 24 May 2003. http://www.imediaconnection.com/content/features/071002b.asp

IMC Report." Universidad de Navarra. 24 May 2003. http://216.239.37.100/search?q=cache:woLljvFzSpgJ:www.unav.es/grice/HP/texto/pdfpaises/imcreport.pdf+%22non-traditional+marketing%22+and+%22marketing+mix%22&hl=en&ie=UTF-8

Prasad, Naik A., Murali, Mantrala K., and Sawyer, Alan G., "Planning Media Schedules in the Presence of Dynamic Advertising Quality." Marketing Science Vol 17, No. 3, 1998. University of Florida. 24 May 2003. http://bear.cba.ufl.edu/centers/mks/abstracts/vol17/no3/naikmantralasawyer.html [END OF PREVIEW] . . . READ MORE

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