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Report on evaluating the “Made for Mankind”campaign

2015-06-21 来源: 51due教员组 类别: Report范文

这是一份对讴歌与马伦广告合作推出一个新的“为人类制造”竞选新MDX的report,目标新technology-oriental和富一代。用很多钱投资以提升MDX豪华汽车品牌。创意协同提出了人类和机器和使用不同的媒体目标客户的覆盖率。报告分析五个阶段,消费者购买过程和相应的讴歌对每个阶段广告的影响。评价如果创造性和媒体策略被使用是最好的方式来达到目的。接下来,CDI和BDI模型一起使用来评估广告活动的有效性。最后,社会媒体和其他IMC工具建议支持运动及其作用进行了分析。

Acura cooperates with Mullen advertising launching a new “Made for Mankind”campaign for the new MDX, which target the new technology-oriental and rich generation. Lots of money is invested in order to elevate the MDX to luxury automobile brand.Creative idea which synergy the human and machine is proposed and different medias are used to the coverage of target customers. The report analyzes five stages when it comes to the consumer purchasing process and the accordingly Acura advertising influence on each stage. Evaluation on if the creative and media strategy being used are the best way to achieve aims is given. Next, the CDI and BDI model which are used together to evaluate the effectiveness of the advertisement campaign is described. Finally, social media which as other IMC tools is recommended to support the campaign and its role is analyzed.

  Theoretically, consumers will go through five stages when it comes to whether buy a products and service or not. The first stage is problem recognition stage, that is a perceiving process to find if there is a need to make the purchasing decision. Perceiving the difference between the ideal and actual situation and it can lead to a purchasing decision. In Acura’s New MDX case, the problem recognition stage can be triggered in two ways. The first is that the consumers are now considering buying a car because of the inconvenience or other problems, or the the Big Marketing “Made for Mankind Campaign”on New MDX attracts their attentions and make them realize the potential needs. It is obvious that the big advertising campaign is aiming to both aspects I mentioned above. Secondly, information search is a value seeking stage and it clarifies the options open to the consumers. The stage includes internal search and external search and internal search is often related to one’s previous purchasing experience. People can also get external information by using personal sources like friends or relatives. They can also get the information from organizations or commercials on TV, websites and sales man. We can see that Acura MDX invests $78 million which is double of spend on advertising campaign last year, it definitely helps the spread of information about the Acura MDX and encourages people to get the information easily from TV, internet or cellphones. Next, it comes to the value evaluation stage that means if the products or services meet my criteria. The objective attributes of products, the price, endurance, etc, is consumer’s top consideration, and the subjective factors like comfortableness and prestige also play a very important role. The stage is always accompanied with the comparison of all the brands in the product class of which he or she is aware. Different from the advertising campaign in the last year, Acura MDW in 2014 aims the new brand perception and elevate it into the top tier of US marques like Lexus, BMW and Mercedes-Benz. Therefore, it is very important for it to meet the new standards of the luxury brands, no matter objective factors like quality or subjective factors like prestige. People can give an estimation according to the abundant information from the commercials and websites.Then, after the above process, it is time for them to decide whether buying the products or services or not. In this stage, consumers could have different options to decide from who to buy and when to buy. In the process, quality of service, store atmosphere and sale policies etc, can also influence the purchasing decision. Therefore, we can see that Acura MDW focus a lot on advertising, aiming to attract the targeted consumers, but at the same time, the overall sale process including professional service, purchasing environment and after-sale service should be improved. Buying the products or services is not the end of the purchasing process, the post-purchase behavior is the end. After purchasing, consumers will compare it with expectations and then come into either satisfaction or dissatisfaction. The feeling will have a big influence on consumer’s value perception, communication and repeat purchasing. Acura MDW actually invest a lot in the commercials, but the advertisement should based on the real quality or situation of the products and not over-exaggerated. The post-purchase behavior of the customers is too important to exaggerate.
  It is the Acura MDW’s first cooperation with its Mullen Advertising. Because the bigger budget compared with last year, different kinds of ads pop up everywhere from television and commercials ,cinemas , billboards and videos, people can watch it on TVs,computers and mobile devices. As you can see, it is not only wide-spread campaign but a creative campaign when it comes to the content of the commercials. The tagline of advertising campaign “Made for Mankind ” which believes in bringing the man and machine together and highlights the synergy between man and machine. You can understand the theme by watching the video, most of the video features dreamlike images of people people climbing large trees, scuba-diving in underwater caves and an astronaut gazing at light from a nearby galaxy and the MDX shows until the last 20 seconds.Advertising creativity is very important when running a advertising campaign. Different from other commercials in the past, it is creative to bring out the new idea “Made for Mankind Campaign”, to bring the machine and human together from the originality point of view. The creative strategy part is the advertising message you want to say or communicate, and as you know the MDX ‘s tagline is “Made for Mankind”that aims synergy between man and machine. It will play a extremely role in selling an idea and finally create an effective brand image, helping elevating itself to the first tier of luxury brand like like Lexus, BMW and Mercedes-Benz. As for creative strategy, the campaign pushes away of traditional model of TV shows and does product integration and normal advertising via shows, which increases the coverage of consumers. Besides, different medias like TVs ,computers and mobile devices are used and those media mix can co-operate with each other, reinforce the advertisement effect and increase the target audience coverage. At the same time, high advertising frequency will increase consumer’s perception about MDX. What Acura want to achieve is to elevate to luxury automobile brand, and the advertisers use different medias and put more efforts on new media like internet, they also propose a new idea and forge a tagline “Made for Mankind ”, consistent with the content of the vedio which combine the seeking, push, improve, and transcend human spirit with the MDX design. On the stand of human, the advertisement are appealing to consumers . In addition, the campaign has specific targets that will be mentioned below. Therefore,the creative and media strategy being used are the best way to achieve the aims of the company in my opinion.
  Any advertisement campaign has its specific target consumers to meet its aims, MDX is no exception. As pointed out in the materials, there is a new young generation of very technology-oriented kind of doers who can change and are also rich to afford the luxury brand. They are interested in the finer things in life but not for the sake of showing off, but looking for the things that are highly functional and highly part of their lives. Thus the kind of sport-utility, high-technique, functional MDX vehicle is one of the top considerations when buying a car, it is a unique experience for them, no matter from the characteristics of the SUV itself, but for the new technology and prestige. Identifying the target customers when advertising campaign is launched, the response of target customers is the very crucial aim. So effectiveness of advertising campaign is needed. As for measurements of the effectiveness of the “Made for Mankind” advertising campaign, the customer in target market response to the MDX, Brand Development Index (BDI) and Category Development Index(CDI) are recommend to used. BDI quantifies how well a brand performs within a specific group of customers, that is, the relative sales strength of a brand within a specific market. It can be calculated by using the formula, BDI=(Percentage of brand to total U.S.sales in the market/ Percentage of total U.S. sales in market )*100. CDI measures the sales performance of a category of goods or service within a specific group, which means the sale strength of a particular product category within a specific market. It can be calculated by using the formula,BDI=(Percentage of total product category sales market / Percentage of total U.S. sales in market )*100. Usually, BDI and CDI are used together to evaluate media allocations and if the advertising is effective. Thus, Acura can evaluate the effectiveness of the “Made for Mankind” advertising campaign by calculating those two index, we come to the following 4 situations. The first, high BDI and high CDI, which means MDX have a high market share and good market potentials and it is the best situation. Thus the advertising campaign “Made for Mankind” is successful because Acura realizes aims toward elevating to the luxury automobile brand and establishes MDX brand image. Moreover, the market of the kind of SUV is potential and promising, that is, Acura can continue invest in advertisement and launches other different campaigns to promote the MDX sales. The second situation, high BDI and low CDI, high market share and bad poor market potentials. It means the overall market of the kind SUV is not selling well but MDX is. It seems that good selling of the MDX is related to the big advertising campaign which pushes more customers to buy the cars and advertising is successful. However, it need to be noticed that we should continue the advertisement but do not allocate too much in the advertisement and monitor for the declining sales. Thirdly, Low BDI and high CDI, low market share and good market potentials.The product category which is the kind of SUV sells well and the overall market of the category is performing good, but Acura brand MDX performs badly, that is, the big advertising campaign is not good, maybe it is not the best way to establish the luxury brand image. Reasons should be further investigated, and maybe should consider the replace of the advertising campaign. Then, low BDI and low CDI, that is , Low market share, poor market potential. It is the worse situation of the four. The market share of MDX is low and the overall market of the kind SUV performs badly, the brand image establishment of the kind of MDX is not appropriate in the situation and should be canceled.As you can see, whether the advertisement campaign of MDX in target market performing well or not, the marketers should focus on the two index, BDI and CDI. If the MDX want to elevate to the luxury brand, that is, establish brand image, BDI should be focused more because the index shows the effectiveness of the “Made for Mankind” campaign, but in the long run, CDI should be noticed because it shows the category’s potentials in the market, good CDI means better situation to continue the investment.
  There are two kinds of channels to spread the brand image, traditional media including television, radio, magazine, sponsorship and events, and new media including internet, podcast, social medias. Allocation of the different media can lead to different advertising effect, thus it is important to propose Integrated Marketing Communication(IMC) conception. IMC is the application of consistent brand messaging by using both traditional and non-traditional marketing channels to reinforce the each other. MDX use different type of medias such as vedio, televison and sponsorship, billboard and internet, because the big investment in advertising campaign, their ads are wide-covered, and the Mullen Advertising actually integrated the media accordingly. With the development of the new technology, it seems that online spending will increase and it is a new trend, maybe advertising in social media is a good way to forge brand image. By introducing talented designers to design the homepage, arranging and timely update of the specific information about the MDX, using high-end technique to target the consumers and managing the account, because there are more and more people are pouring into using social media, including those technique-oriented doers. The social media can co-effect with other media like television to inform people about the information of MDX, customers will have more access to MDX and it will become more convenient to target the consumers.
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