Mazda Case Essay
1. Analyze the role of integrated marketing communications in the marketing of automobiles such as the Mazda Protegé and MAZDA6. How is each IMC element used to market automobiles? IMC played a very important role in the marketing of automobiles. Using the new IMC program, Mazda had a new segmentation and selected a new target market. The advertising of Protegé and MAZDA6 made a big difference, the Protegé advertisement focused on the target audiences’ inner mind and presented the life-related scene to strike a sympathetic chord. But MAZDA6 advertisement focused more on the performance of the car and made a “mature” image, spent more budgets in advertisement on the magazines, even cooperated with ESPN to appeal to sport fans (the target audience). The Mazda used some direct marketing like sending mails and CD-ROM to the client. Also set the website for the model to attract more people, especially the Protegé. Mazda gave a major push to the Protégé on the Internet including several fun activities and games, this Internet marketing made a huge success. The slogan and advertisements gave the audience a impression of the sporty, fun-to-drive Mazda. The IMC program of Mazda gave the company a second birth.
2. Evaluate Mazda’s decision to drop the “Get In. Be moved” tagline for the Protégé and adopt the “Zoom-Zoom” theme for is advertising. “Get In. Be Moved” was a powerful slogan for Mazda developed by Doner, it created a brand promise to consumers that when you get in a Mazda car, the car can get you moved. It was a success since it can stand for all the models of Mazda. But the question is this tagline could not demonstrate the spirit and the distinguishing feature of Mazda. Instead, the “Zoom-Zoom” phrase created an environment of senses for the audience. The “Zoom-Zoom” sound stand for the sound of the engine and wake the inner child of the target audience. This new phrase not only perfectly describe the sporty theme of Mazda, but also more appeal…
Study Acers provides students with tutoring and help them save time, and excel in their courses. Students LOVE us!No matter what kind of essay paper you need, it is simple and secure to hire an essay writer for a price you can afford at StudyAcers. Save more time for yourself. Delivering a high-quality product at a reasonable price is not enough anymore.
That’s why we have developed 5 beneficial guarantees that will make your experience with our service enjoyable, easy, and safe.
You have to be 100% sure of the quality of your product to give a money-back guarantee. This describes us perfectly. Make sure that this guarantee is totally transparent.Read more
Each paper is composed from scratch, according to your instructions. It is then checked by our plagiarism-detection software. There is no gap where plagiarism could squeeze in.Read more
Thanks to our free revisions, there is no way for you to be unsatisfied. We will work on your paper until you are completely happy with the result.Read more
Your email is safe, as we store it according to international data protection rules. Your bank details are secure, as we use only reliable payment systems.Read more
By sending us your money, you buy the service we provide. Check out our terms and conditions if you prefer business talks to be laid out in official language.Read more