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MKTG410 Course Project Advertising Campaign - Running head:...

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Running head: ADVERTISING CAMPAIGN1Advertising CampaignKaleb MerckMKTG410Professor HelmanDeVry University
ADVERTISING CAMPAIGN2Advertising ObjectiveThe objective of the Mercedes-Benz new model advertising campaign is to reach, engage and capture the 23-30 years of age adult target market. The development and implementation of new C-Class and CLA-Class vehicle models has given Mercedes an opportunity to reach a new target market segment by offering a vehicle model that is in the $25,000-$35,000 price range. The objective of the advertising campaign for the C-Class and CLA-Class is to inform, engage and to create a perceived experience of what the new Mercedes’ models have to offer the consumer. Mercedes will achieve this objective through exploiting their established marketing channels, premium location naming right ownership, event sponsorships, digital and social mediapresences and print ads. This advertising campaign report section of the overall promotional mix report focuses on the print ads, magazine ads, television and radio advertisements and displays. Success of the advertising campaign will be measured and analyzed in multiple ways. The first and most basic method for measuring advertising success is to compare sales revenues (specifically the C-Class and CLA-Class models) before the campaign, during the campaign and after the campaign has concluded. The success of the print advertisements will be measured by analyzing the online traffic of the web address that will displayed on the print advertisement for additional product information. The percentage of change, time spent per page and click-through rates will be calculated and analyzed to the baselines Mercedes’ has established from previous successful advertising campaigns. The overall advertising campaign’s success will be determined

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Term
Spring
Professor
NoProfessor
Tags
Advertising, advertising campaign, Mercedes

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