The Role of Promotion In Marketing Essay Example | Topics and Well Written Essays - 750 words

The Role of Promotion In Marketing - Essay ExampleSales were up 22% last year, twice as much more than the growth in the auto industry over all. The strong image of reliability, coupled with national brand identity, cut across has made consumers trust them and thus choose their products over others. Lexus is a higher priced brand and appeals to a more affluent client. Famous for their luxury sedans they have withal introduced SUVs, sports coupes and hybrids into their product line. The Lexus LS was ranked highest in the industry by the Initial Quality Standard study. Beginning with the first introductory year of 1990 until 2011, it has ranked highest in 13 of the last 22 years. Advertising Ford advertises on network TV, in print publications and online. Since 2009, under the direction of Marketing Director, Jim Farley, they have increased advertise spend considerably. The gains were phenomenal. Farley, at first apprehensive because he aspires to bottom-up methods, wasnt sure how his tactics would fit in with the company. You can see Ford cars advertised on the major networks like CBS, NBC and ABC and in the most popular consumer and news magazines such as Time magazine, Harpers and Newsweek. Their online advertize efforts are cogitate on Facebook, YouTube, Twitter and Flickr with a heavy concentration on mobile marketing. They attribute the success of using these platforms to their popularity and achieve an immeasurable amount of exposure themselves. angiotensin converting enzyme consumer expressed his favorable opinion of Fords advertising by applauding their focused message, appealing to not only interested buyers but also to veritable customers and the many ads on television and direct-mail campaigns. The public opinion of Ford Motor Co. has grown so high in recent years as others automobile companies were faced with needing government funds to survive. Lexuss advertising is as sleek and modern as their cars. They are so beautifully designed they ha ve a tremendous appeal to consumers and inspire purchases by those who want to attain the level of sophistication the car implies. As with Ford their ads can be seen on all of the major networks and in the most widely read magazines. They are more apt to place ads in magazines like Town & Country and Vanity moderately because of their brand identity as a luxury car. Alongside Ford, Lexus is seen as having a high public profile in social media outlets. They can be seen in commercials on YouTube, have a strong Twitter following and Facebook fan base. The Promotional Mix A Detroit firm, Team Detroit, manages Fords advertising campaigns. There with Chief Creative Director Toby Barlow, Tom Farley and he explore their creativity. For each campaign they come up with a new report and pick a new creative team. The unexpected ideas and fresh perspectives always add up to great campaigns. On the Internet, Ford has launched new campaigns with across the room exposure and signed an unpreceden ted 12-month media commitment with a company called Specific Media. They attribute the success of their advertising to their superior demographic and behavioral targeting that more effectively reaches current owners and prospective buyers. In 2010, Advertising Age ranked Ford Motor Co. as the number 1 marketer in the country. Lexuss advertising is revolutionary in its high tech appeal and positions itself as the leader in innovation. This works well for a glamorous identity but their customer