Similarities and differences of two selected ads Passat CC vs Ford Escape… — Volkswagen Passat CC I

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Volkswagen Passat CC I

Similarities and differences of two selected Passat CC vs Ford Escape

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1. Introduction to the two selected advertisements

1.1 of selection

Volkswagen and Ford are worldwide famous vehicle with competitive relationship these two vivid brands share the similar target because of their similar that both rang bus, cargo vehicle, utility vehicle (SUV) to cars. And recently these two vehicle manufactures had released a new car and it would be interesting to study print advertisements that in the same magazine with to back on the same page.

Figure 1.0 Brand Mark of Figure 2.0 Brand Mark of

1.2 The new Passat CC from Volkswagen in 2008)

“What’s certain is anonymity is not an option”, the slogan on the (see Appendix 1.0) big bold character shows the and positioning of new Passat CC (Figure to make itself stand out and public attraction.

Figure 3.0 The new CC

1.3 The New Ford Escape (released in

As claiming in the print ad (sees 2.0), New Ford Escape 4.0) provides perfect between contemporary styling and SUV capabilities which is also the features that the whole ad to express.

Figure 4.0 The New Ford Escape

2. The for each publication to reach target market

The two ads are publicized on the one of the most populous magazines in car testing and car news reporting, two new car chose the Autocar magazine for advertising to reach specific market for the two following reasons. the readers of the Autocar are mostly the consumers in Malaysia the two new cars; it is a chance to get the cars known to the Secondly, as a professional car magazine, the ads on the would have a hint of recommendation to the readers.

3. Similarities and differences


3.1 Product

A company’s positioning strategy is on the combination of price, quality and (Baker 2000, p206) In of price, the advertised price for the New Escape is RM 134,837 which is economic in the category of SUV, in there is not even a price on the ad of the new Passat CC, and its actual price is RM 239,888 (Paultan.org 2009), is a relatively medium to high in this category, but these two in general share similar market which is focusing on the class. And in term of quality, the Passat CC is positioning in the high for example, its ad has focused on the stunning looks, excellent engine seconds from 0 to 100 km/j) and so on. In the New Ford Escape has its details on the efficient and good functions in the SUV such as best ground for its class. And in term of style, is major difference between two cars. The New Ford Escape is a masculine SUV while the new Passat CC is a attractive and 4-door coupe.

3.2 Branding

Branding reduces comparisons by providing consistent promise. (Etzel, Walker 2007, p259) The brand of these two giant companies are The brand mark of Volkswagen of the letter V and W with the V on top which are the of its German brand name Wagenwerk” (sees Figure and it could also be understood as “V” which stands for victory. On the side, the brand mark of has another story, its vivid of “Ford” is like a running and the blue background of the mark the nature, these together the great love of nature and of the founder of Ford Motor Henry Ford. In term of strategy, the two companies adopt strategies. As for both vehicles, are both advertised under its name, but they also their own product name, and Passat CC. So they both use the

strategy of combination of company and a product name. Branding the company name reduce the to introduce new similar products.

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