Magazine article Marketing

Presswatch: Citroen - 'C1 Launch'

Magazine article Marketing

Presswatch: Citroen - 'C1 Launch'

Article excerpt

As the classic high-ticket, considered purchase, car marques typically adopt the 'funnel' approach to communications. Step one: build brand consideration among the mass of people who are not in the market to buy a car using broadcast media.

Step two: build model consideration by communicating product messages in more targeted media such as magazines to reach those who are entering the market. Step three: prompt test drives with deals and special offers in newspaper ads.

Creatively, the first two stages are generally where the action is. Take Honda's recent triumph at Cannes for its 'Grrr' TV ad, or BMW's magazine spreads where a single product feature is elevated to represent the values of the entire marque. But come to the third stage of the funnel and ideas usually go out of the window, to be replaced by price flashes and 0% finance. The lazy assumption at this third stage is that you are talking to interested consumers who are already in the throes of making a purchase decision and so therefore will seek out the information they need for themselves. Creativity seems to be considered optional.

This is why Citroen's price ads are such a refreshing change. …

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