The New Beetle Case Study Essay -- essays research papers

1.)What made the Drivers cherished advertise so successful? What did the campaign try to motivate the consumer to do? What measures prove that the campaign was successful? What did it do to the consumers perception of the brand?Looking back, Volkswagens decision to batter advertising agenciesfrom DDB Needham to Arnold Communications (AC)was a critical step in the follows comeback bid. After all, AC was the one who came up with the Drivers Wanted campaign.As stated in the case study, after AC won the Volkswagen account, they did some in-depth research on consumer and dealer perceptions of Volkswagen. They discovered thatVolkswagen consumers ar younger, sparingly more affluent, and more educated than the average car purchaser Volkswagen owners are creative/confident/adventurous individuals who enjoy a more restless role in driving and Volkswagen was perceived as its namesake, the peoples car. Other important information was also taken into consideration, includingthe rational public assistance of Volkswagen was that it was the only brand that offered German engineering at an affordable price. The steamy benefit of Volkswagen was that it represented a different way of driving (more committed to the road) and living (more connected to the world). With this information, AC began to craft an ad campaign that play to these strengths (consumer influences). The Drivers Wanted campaign was successful because its messagewhich was based on ACs in-depth researchclearly ta...