International account planning International planning of advertising design… — Volkswagen Lupo I

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Volkswagen Lupo I

Dmoch — International

1.5 International planning of advertising

Developing advertising measures on the one hand the design of formal such as picture, font and and on the other hand the verbal of the positioning in terms of a central This visual and verbal is named positioning concept.

In of the importance of advertisement for the brand creativity plays a big role for the of advertising means. However, we can that many international are little creative. Content of advertisements document that advertising messages in automobile are used above average and are formally realised with the stereotyped pictures (Clifton p155; Dmoch, Wisniewski p54). The exchangeability of advertisement is to an important loss of the advertising (KroeberRiel, Esch 2000,

This exchangeability can be attributed to in advertising design. Firstly, too few ideas are gathered in the beginning, though, according to findings in research, only a fraction is suitable for the implementation. Secondly, creative are overchallenged when international advertisement, because are lacking deeper comprehension for the and experiences of foreign target Due to this uncertainness they to dispense with all presumably cultural elements, such as hairstyle, a red dress, the way a table is the landscape in the background, etc. procedure often entails advertisements that do not emotionally the addressee.

Figure 12: Ignorance of cultural often entails boring (Source: Renault Trucks).

For an positioning, we have to claim not high creativity but also the of strategic and behavioural-science findings advertising agencies. A process for idea generation designed to the new product development that of 4 steps takes this account (Esch 1996, Kroeber-Riel, Esch 2000, p82

Generation of positioning concepts,

of inappropriate positioning concepts,

and methodical review,

Selection and of a positioning concept,

The particularity of approach consists in generating a number of ideas and considering cultural tie.

To 1.): generating positioning concepts we can two important search fields to Kroeber-Riel (1989):

Behavioural-science

Content analysis.

Within the sciences, cultural anthropology and provide many suggestions for and figurative realisation that have a high international The hierarchy of needs by Maslow to which we can differ between 5 of needs furnishes suggestions table 3). According to Maslow . the low-order needs are satisfied the next level of needs is

Table 3: Example for the search of concepts for the Volkswagen Lupo Volkswagen AG).

Lifestyle too, describe typical patterns of certain groups, can trigger internationally similar Further ideas can be furnished for by content analysis of print strips) and electronic media operas), which are effective but not been used for advertisement yet 1989, p256 ff.).

ideas on the basis of famous and TV series, which are occasionally not only increase the abundance of but also facilitate the communication on in international teams. Instead of about words, marketing with different cultural may better communicate on the basis of boards that use elements international movies, fairy comic strips and artworks. to experience, these are better than words to describe emotions for the briefing of the agency to all because of their international and higher information density.

The abundance of ideas can further be by creativity techniques and computer for brainstorming. The CAAS search for example, has a module to generate concepts for advertisement, which not provides techniques to stimulate the of the user, but also includes a of more than 80,000 The database also offers about the prevalence of certain concepts among the population 1996, p378). In principle, system could also be to furnish cultural know how in of mental images of different to the creative professionals (Dmoch p33). Please refer to the website to see a database of picture from Germany, France and

Another possibility to increase the of ideas and to incorporate cultural how in the development process consists in several agencies from countries with the concept For example, the Audi Agency consists of five agencies in Italy, Great Britain, and France. It proved of value it equals to a creativity competition.

To While the first step to increase the number of ideas for images common among the audience, the second step to eliminate inappropriate positioning .

In order to do so, the ideas are first structured and similar suggestions are in clusters. Subsequently, those ideas are eliminated which

are not in with the corporate philosophy,

do not demarcation from competitors,

Volkswagen Lupo I

are not for the target audience,

make too demands on implementation.

Demarcation competitors is a neuralgic point international positioning is only if it is unique in all countries (Köhler p101).

Evidences on positioning of are furnished by content analyses of (Dmoch, Wisniewski 2000). studies showed, for instance, certain features of the Volkswagen had already been assigned by and communicated with high impact.

Table 4: Example of a analysis of competitive advertisement

As and reliability are already common of Volkswagen, it was decided not to communicate in advertisement. Positioning via prestige was out of because Volkswagen stands for in view of the status according to its guideline.

At the end of this process a positioning concept which is to be realised. Based on preliminary Volkswagen came to the decision to the Lupo via „self-fulfilment“.

To 3.): Operationalisation and systematic include the design of advertising that communicate the positioning. The should thereby be geared to and communication conditions (Esch p383):


Advertisement has to be eye-catching in to prevail in view of the information

Positioning has to be quickly identifiable even advertisement for emotionally involved products such as is threatened by consumers turning

In view of peripheral perception should primarily be conveyed the picture because pictures are looked at first and mostly longer than verbal In doing so, it has to be considered in the context of advertisement that not only the but also the picture requires because its understanding is subject to of the common metaphorical language of the audience (Dmoch 1999, f.).

For the visualisation of the Volkswagen pictures that show in the physical sense, such as a journey to the seaside, or in the psychological such as the development of the own creativity, considered.

The testing of such concepts to the question whether consumers the intended positioning on the basis of the Moreover, the uniqueness has to be analysed. often occur, when group discussions, because, on the one the high-involvement situation of the interview is not in with the actual communication of advertisement. It provokes a readiness to which is in sharp contrast to On the other hand, consumers advertising campaigns with underlying experience so that new are often assessed hypercritically and (Esch 1996, p384

Volkswagen Lupo I
Volkswagen Lupo I
Volkswagen Lupo I
Volkswagen Lupo I
Volkswagen Lupo I

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