MAZDA Case (Advertising)

MAZDA CASE Name: Course: Professor name: (February 14, 2012) Mazda Case (Advertisement) 1. Analyze the role of integrated marketing communications in the marketing of automobiles such as the Mazda Protégé and MAZDA6. How is each IMC element used to market automobiles? The integrated marketing communication is a form of communication where the product being advertised is branded and given a look that appeals to customers with certain needs as effective. This mode consists of using the media as the channel of the communication about a product to the customers. The role of the IMC in the marketing of the Mazda protégé and the mazda6 is that by using this method the cars are made to appeal to the consumer needs. The advertisement of the Mazda protégé is positioned first with a branding using the tagline "get in be moved" this is a means intended to appeal to the customers who are buying it. The campaign of the advertisement is set to create an image that captures the Mazda`s overall personality and sets the car apart from the other cars. The role of the IMC is clear as the campaign is repositioned to have the protégé have a major push in the internet and also creation of online automotive launch party for the car. Creation of media portals to advertise the car and also advertising the car on TV. The mazda6 also had similar advertisement though the brand line changed to zoom zoom and was a more mature targe...