Chrysler Half Time in America - Research Paper Example

Chrysler 'Half time in America' Introduction “Half time in America” was one of the most successful adverts in the country. As a marketing tool, the advert exhibited the marketable features of the car brand often developing a close relationship between the car and the target market. This way, the advertiser proves some relevance for the car in the middle class American society. This way, the automobile manufacturer defines its target market and tries to attract the target market to the ideal product. However, numerous criticism of the advert portrayed various pitfalls some of which could not position the product in the contemporary society. The discussion below thus reengineers the advert in order to earn the advert some relevance with the contemporary society in order to sell the product to the contemporary American Budget The production of the two-minute video clip requires an appropriate budget to facilitate the effective capture of every feature. The budget facilitates the production by ensuring the acquisition of the appropriate production equipment, logistics and the hiring of celebrities among many other production features. Developing the advert in a modern society would require a budget of US$ 500,000. Just as with any other marketing feature, an advert requires effective research in order to facilitate the portrayal of an appropriate and relevant aspect of the product. In doing this, the advertising team must carry out effective research in order to determine the appropriate target market and the target audience for the advert. Additionally, the company must select an appropriate media or the advert in order to ensure that the advert earns relevance. The budget would therefore facilitate the research thus determining the features of the automobile to portray and the appropriate way of portraying such in order to position the brand appropriately among a target market. Additionally, the budget would include a traveling expense as the cast would travel to the various scenes and sustain the cast. The budget also includes the advert fee payable to the various media institutions that would air the advert. The target audience for the advert is family members who influence the purchasing decision of the families. While the parents in the family often buy commodities, the decision on the products to buy is often a family affair as some parents may incorporate the thoughts of either their children or spouses. This implies that the advert targets the general public but requires appropriate consideration by members of the upper middle class most of who are business people and therefore capable of purchasing the product. The timing for such an advert is therefore prime time when televisions charge exorbitant advert fees. The budget would therefore include such among other production miscellaneous. Channels of communication The most appropriate media for the advert is television. Being a video, the advert portrays specific features of the product that requires appropriate video coverage that requires equal depth of television coverage. In the two minutes, the television advert will portray the specific selling points of the products. Additionally, television permits the incorporation of audio, video and texts among other multimedia elements. This provides the developers with an appropriate opportunity for the advert to sell and position the product inn its target market. Besides the television, the contemporary society has witnessed various technological innovation key among which is the social media. Such platforms as the YouTube, Facebook and twitter would prove appropriate in marketing the product and communicating the message of the advert. The new media platforms provide the company with the opportunity to determine the length of the video adverts among many other messages that the advertisers would incorporate. The increasing use of the media in the society validates the need to use such in marketing the product. Involded parties The cast in an advert helps position the product among its target audience. This implies that the advert must use appropriate personalities to act as the faces of the product. Depending on the features of the product such as speed, adaptability and durability among many others that the company would wish to exhibit would therefore influence the use of various famous media personalities. Among the probable famous personalities who may provide face for the automobile in the contemporary, include Clint Eastwood. The celebrated movie star celebrity has an appropriate market niche following his role in various films. Additionally, he looks old, mature, has an executive aura around him, and may therefore position the product among the upper middle class members of the American society. In some of his films, he drives cordial cars belonging to the class of the product advertised in this plan. This implies that he can therefore market the Chrysler among the lovers of his films. The budget would therefore include the fees paid to such hired celebrities. Advert message Through the celebrity discussed above and the nature of the product, the message in the advert would be the versatility of the car. Chrysler is a high society car often associated with luxury and opulence. The advert will therefore convey the message through the celebrity and the specific features of the car captured by the advert. The video advert will include parts of the car both interior and exterior parts that exhibits the opulence, quality and luxury that the car offers. This validates the use of such a celebrated celebrity; celebrity lifestyle often portrays the extravagance and high society nature of the car. The title of the advert is appropriate. The reengineering project below would not therefore change such. An advert’s title positions the product by drawing the attention of the target market. The title in this case depicts the life of the product in the country. It sound unique and may therefore infer different issues to different people targeted by the product. An advert increases the reputation of the product among the target group. The title perpetuates the infiltration of the product reputation by drawing a relationship with both the audience of the advert and the target market for the product. Chrysler’s “Halftime in America” exhibits both the uniqueness and the literary conciseness that draws the relativity of interpretation from the target market. This way, the company positions both the product and the advert thus making the two iconic and memorable (Fournier 51). One readily links the advert to the automobiles and vice versa. Such is a feature of an effective media campaign. Target audience The advert will targets the upper middle class; the economic segment consists of established businesspeople with the lifestyle that the car will complement. They have the money to spend and the need for high quality luxurious cars. The media used must therefore facilitate their receipt of the message. Work cited Fournier, Smith. Consumers and their brands: Developing relationship theory in consumer research. New York: New York Times, 1998. Print. Read More