1. Analyze the role of integrated marketing communications in the marketing of automobiles such as the Mazda Protegé and MAZDA6. How is each IMC element used to market automobiles? IMC played a very important role in the marketing of automobiles. Using the new IMC program, Mazda had a new segmentation and selected a new target market. The advertising of Protegé and MAZDA6 made a big difference, the Protegé advertisement focused on the target audiences’ inner mind and presented the life-related scene to strike a sympathetic chord.
But MAZDA6 advertisement focused more on the performance of the car and made a “mature” image, spent more budgets in advertisement on the magazines, even cooperated with ESPN to appeal to sport fans (the target audience). The Mazda used some direct marketing like sending mails and CD-ROM to the client. Also set the website for the model to attract more people, especially the Protegé. Mazda gave a major push to the Protégé on the Internet including several fun activities and games, this Internet marketing made a huge success.
The slogan and advertisements gave the audience a impression of the sporty, fun-to-drive Mazda. The IMC program of Mazda gave the company a second birth.
2. Evaluate Mazda’s decision to drop the “Get In. Be moved” tagline for the Protégé and adopt the “Zoom-Zoom” theme for is advertising. “Get In. Be Moved” was a powerful slogan for Mazda developed by Doner, it created a brand promise to consumers that when you get in a Mazda car, the car can get you moved.
It was a success since it can stand for all the models of Mazda. But the question is this tagline could not demonstrate the spirit and the distinguishing feature of Mazda. Instead, the “Zoom-Zoom” phrase created an environment of senses for the audience. The “Zoom-Zoom” sound stand for the sound of the engine and wake the inner child of the target audience. This new phrase not only perfectly describe the sporty theme of Mazda, but also more appeal…
Remember! This is just a sample.
You can get a custom paper by one of our expert writers.
Get your custom essay
Helping students since 2015
Essay Writing Service Features
Our Experience
No matter how complex your assignment is, we can find the right professional for your specific task. Contact Essay is an essay writing company that hires only the smartest minds to help you with your projects. Our expertise allows us to provide students with high-quality academic writing, editing & proofreading services.
Free Features
Free revision policy
$10Free bibliography & reference
$8Free title page
$8Free formatting
$8How Our Essay Writing Service Works
First, you will need to complete an order form. It's not difficult but, in case there is anything you find not to be clear, you may always call us so that we can guide you through it. On the order form, you will need to include some basic information concerning your order: subject, topic, number of pages, etc. We also encourage our clients to upload any relevant information or sources that will help.
Complete the order form
Once we have all the information and instructions that we need, we select the most suitable writer for your assignment. While everything seems to be clear, the writer, who has complete knowledge of the subject, may need clarification from you. It is at that point that you would receive a call or email from us.
Writer’s assignment
As soon as the writer has finished, it will be delivered both to the website and to your email address so that you will not miss it. If your deadline is close at hand, we will place a call to you to make sure that you receive the paper on time.
Completing the order and download