Promotion

When promoting a product you have to think of what is most appealing about it and the target audience your reaching out to. Audi's main age bracket is anywhere from 25-45. Those are the people who are buying. When going to an Audi dealership the staff are very young hip and normally fit. From my own personal experience all the salesmen were from 22-30. Nothing older. I found that very comforting. The office space ties a lot into promotion. If your dealership is grungy, doesn't fit customer needs they are NOT going to come in, let alone buy a car. You have to make sure your promoting yourself as well as all the products. As stated in Advertising by Design by Landa, R " To the surprise of many, people become brand fans when they can relate to what a brand or group is doing in their social space"(Ch. 15) If young people see other young people doing certain things then most likely they are going to want to start doing them too. This goes for just about everything.

 When thinking of thing to promote you brand or product these are some of the thing I read that more people need to consider.
Relevant: it demonstrates an understanding of its target audience based on insights into the audience, brand, or group, and the product, service, or group category (figure 15-2).
Authentic: it lives up to its brand essence, claims, and values, and does not lie or offer half-truths.

Valuable: it offers something of value to the audience (a utility, information, entertainment, laughs, or knowledge), which in turn helps the brand or group grow.
Enticing: it offers something unique, sought after, or cool, something people cannot get elsewhere—an equivalent to a party, to chocolate, or to anything that the audience would find pleasing.
Shareable: it enables sharing, sending, downloading, and linking, and uses standard protocols

Another thing that Advertisers and or brand owners need to consider are " brands have turned to soliciting consumer-generated content by sponsoring contests." (ch 1) and
"Most competing brands are of equal quality—that is, they are parity products or services." (ch.1)
So when promoting these brands and products you MUST take into consideration what the client wants and if you meeting all the requirements.
"Orientation is Phase 1 of a project. It includes the initial meeting with a client; a briefing on the assignment; the internal planning meeting; a definition of the client's goals and requirements; learning about the client's business or organization, product, service, or group; determining the audience; and analyzing the competition." ( ch2) After Doing so, I feel like you can make a better promotional campaign.    

 

 

The Big Idea

The big Idea is to sell cars, but while selling the car you want to make it seem like your selling a lifestyle. That once you buy this car there is a more luxurious lifestyle that comes with it. Mostly, because who buys a $35,000 Audi and then goes to McDonalds for dinner every night? No, when buying this fancy moderately price vehicle you locked in a lifestyle, a lifestyle in which you do fancy things with your fancy car. Audi's are designed to have a wow factor, I feel as if they are somewhat under the radar and gives them an edge.

Week 7 EOC: Pitch Final Project

2014 AUDI A4 S line

The 2014 Audi A4 with the S-line package, is a luxurious, affordable, and customized vehicle that can be made to fit anyone's needs. Audi has reinvented the style of the car it self, the 2014 model has a longer body in order to make your ride in the car more spacious. The S-line in particular compared the base line isn't a dramatic change, however beware when purchasing this car make sure you know exactly what your getting.


Base line: Exterior
 Audi Singleframe® grille

Halogen headlights with daytime running lights

Automatic headlights

Power-adjustable heated exterior side mirrors

Front and rear fog lights

Dual exhaust outlet (driver’s side)

Matte Black trim around exterior windows

LED turn indicator lights integrated into the exterior side mirrors

Heated windshield washer nozzles

Interior: Automatic climate control

Four-spoke multifunction steering wheel

Tilt and telescopic manually adjustable steering column

Power windows with one-touch up/down operation and pinch protection

Decorative interior inlays ³

Sunroof

Dual front sun visors with lighted

With the option of 12 different color choices the starting price is around 34,000 and that is without any upgrades.


S-Line: One of the key things to know if thinking about the S-Line is that it comes with LED lights and in the base line that is NOT an option. The S-line is approxmently  $2,000 more however it adds chrome around windows it has a shiner grill honeycomb coils in the front and back, also comes with 12 colors, and starting price is 36,000


Exterior: Audi Singleframe® grille

Xenon plus headlights with LED daytime running lights

Automatic headlights

LED taillights

Power-adjustable, auto-dimming, heated exterior side mirrors with memory

Front and rear fog lights

Dual exhaust outlet (driver’s side)

Aluminum trim around exterior windows

LED turn indicator lights integrated into the exterior side mirrors

Heated windshield washer nozzles

Audi S line® exterior appearance

Interior:
Three-zone automatic climate control

Four-spoke multifunction steering wheel

Tilt and telescopic manually adjustable steering column

Power windows with one-touch up/down operation and pinch protection

Decorative interior inlays ³

Sunroof

Dual front sun visors with lighted vanity mirrors

Auto-dimming interior rear view mirror digital compass

Aluminum door sill inlays

Its a slight but noticeable difference.

I have personally driven both of these cars and it is the smoothest ride of my life, the only bad thing I would have to say is that it is so smooth that you cant even tell how fast your going until you look down and your going 100mph on the high way.. This car gets 5 stars from me.

Competitive analysis

When making a car you have to make sure if another company has a similar car to your that you have a better marketing and advertising group, that why you'll be sure to have better sales. Selling cars is the main priority to dealerships, but also their reputation is a close second, "Besides the traditional creative team of art director and copywriter, advertising depends upon other professionals, including strategic planners, account and marketing managers, programmers, and interactive designers or agencies. When dealing with screen-based media, there are also unconventional marketing agencies, media planners, commercial directors, producers, production and post production agencies, talent (actor, musicians, photographers, and illustrators), casting directors, and location scouts, among others. " (ch1) If your company has the better of these main things then your company along with selling good cars will be very successful!

Biggest Competitors:
1. BMW 300 series
2. Lexus IS
3. Mercedes C300

 Audi's main competitor is BMW. There cars have similar body styles and cost around the same, However I feel like they bring different crowds, the people who have money and the people who want people to think they have money.

Competitive analysis: "In an overcrowded, competitive marketplace, relevant and engaging branding can ensure efficacy for a quality product, service, group, individual, or commodity. Not only does branding identify and distinguish, it builds equity (the value of the brand or group)."

Audi A4 and Upgrade your lifestyle to Fabulous

Name: 2014 AUDI A4 SL

Slogan: Upgrade your lifestyle to fabulous



The slogan starts off the message I was to per sway. That when buying this car your investing in a new fabulous lifestyle. "Two to three seconds is all someone will give to a print advertisement. Can you grab someone's attention? " (ch 11) The slogan we chose will do exactly that. Its short to the point but it doesn't give it all away so that the viewer has to look deeper into the ad to get the full enjoyment and message of the ad.

 

Week 6 BOC: Duck Dynasty

On Wednesday night the season 4 premiere of Duck dynasty was a raging success. The show came in with 11.8 million views and casted a all time record for the A&E. They pretty much are only going up!

"The season four premiere of “Duck Dynasty” grew by 37% in total viewers, 29% in adults 25-54 and 26% in adults 18-49 versus the record-setting season three premiere" I think that this show is so popular because there is nothing else like it. What else show has high class family oriented redneck hillbillies. People love the fact that they are crazy and wild but then have fancy cars, and hot wives. The families aren't perfect but they don't try to be unlike other reality shows. "“Duck Dynasty” was also the most social show on television Wednesday night. According to Bluefin Labs, the series had more total activity across all major social media platforms than any other telecast on cable or broadcast for the night by a huge margin."

 
Here is a chart of the fans that have tuned in since day one, it has only gone up! This show has a lot to offer cable TV and the advertising world. There will be a lot of spinoffs, merchandise, commercials, magazine ads all about the infamous "Duck Dynasty". Personally I find the show to be hilarious because when I'm watching it, I don't feel as if I'm watching trash TV such as Honey boo boo. That show is a disgrace to American television. I think Duck Dynasty is just getting started and there is a lot more to come from the Robinson family. I was reading an article and thought this question was interesting,

"Duck Dynasty – Have the Bearded Boys Helped Increase the Numbers of Duck Hunters?

Well, that’s the million dollar question and unfortunately it’s too soon to tell. Certainly there are those who work in State Regulated Fish and Game Agencies that might hear of stories about hunters who retrieved those dusty duck hunting caps to revisit those frigid duck blinds of their youth only after watching A & E’s wildly popular reality series, “Duck Dynasty”. Or there are those who’ve been seen trading hikes into the mountains with their scopes and rifles for waders, shotguns and duck calls."

Week 5 EOC: Fixing JC Penny's

JC Penney's is having trouble in sales. New stores are branching out and old stores are rising up. Penney's is a has been store. Personally I have not shopped at Penney's since I was in middle school, and I only shopped there because my grandma took me there for sales. Over the years I haven't seen Penney's change. they have stayed the same large retail store as they always were. They haven't changed with time as any store normally would. I feel that in retail to stay up with the new generations you need to have a "signature thing" something that makes you different from with the other stores. Nordstrom's has excellent customer service, even though their prices are high they have the quality to back it up! Macys is similar to Penney's as in the fact they are rated around the same when talking about the store, they rate around the same to me. To get Penney's sales up, they need a hard core make over I would start with there market, then product, then logo. Market: They motto is all about low prices, sales, and discounts. They need to open there main target to high school teens and college students. Every one wants to be able to look good for low prices. However those target markets live on budgets. They are the ones who are super into fashion but may not have the bank account to back it up. Product: when I'm shopping in Penney's it takes me a very long time to find clothes that I find cute and reasonably priced. I think they either need to lower their prices or find new product. Also they need to make there layout of each department more detailed and organized. I feel really stressed when in that store because stuff is everywhere and employees aren't helpful when it comes to fashion, typically they do not have a good sense of fashion or helpful when trying to put an outfit together.  When walking around the mall you want your logo and displays to pop. You don't want to be that store that people look at but never walk in. I think there logo has never changed since the day they opened and to me it wasn't cute then and isn't cute now. They need a more modern look and window display that catch the eye. Also I think they should try and reinvent them self's as JC's instead of people calling them Penny's. JC's sound more up to date and hip and Penney's sound like a grandma. CEO Ron Johnson promises a reinvention we will see if it get sought through. To do this I think they need to invest less in horrible one minute commercials and in Fashion professionals to come and redesign the product layout, interior designers for the floor plan and someone to train their employees a little something about fashion. These are some of Ron Johnsons ideas: "J.C. Penney store aisles will be widened by five feet to include activities and specialty foods. Parents will be able to enjoy Caribou coffee, have a specialty gelato, or check on sports scores at the café while their children can have fun at the Lego table or iPad table." "Johnson is focused on just three radical innovations: shops, streets, and square. Johnson’s goal is to have 100 shops within J.C. Penney by 2015. These shops—Sephora, Levi’s, Disney, and many more—will have the look and feel of those brands and the employees in those stores will be specially trained so they are knowledgeable about the products. In other words, each store will be a “pure” and authentic representation of the brand experience." You decide on which store you would shop at.

http://www.forbes.com/sites/carminegallo/2012/09/20/5-reasons-why-j-c-penneys-ron-johnson-will-reinvent-retail-again/