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Essay example - Advertising and Marketing of Audi

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Masters
Essay
Marketing
Pages 4 (1004 words)
This essay describes the marketing strategy of automaker Audi. Audi is one of the car models that has witnessed great shift in its production, advertising and marketing techniques necessitated by the high rate of globalization and technological advancement. …

Extract of sample

This essay "Advertising and Marketing of Audi" outlines advertisement campaign of this carmaker and its peculiarities. Continued survival of Audi in the international market and even protection of its image and brand name in the highly competitive global could definitely attributes to its exceptional advertising and marketing techniques and not traditional big names inferred for German cars. To begin with, Audi has been involving in direct confrontation with its immediate class competitor, which is BMW. The most latest direct confrontation involved of Audi and BMW appeared in an advertisement intended to familiarize a new Audi A4. In this billboard advertisement, Audi used the words “Your Move, BMW” that directly targeted to warn BMW that its perceived dominance in the class was under check. BMW countered this advertisement in a very offensive manner that later triggered another direct reply from Audi upon the introduction of the exotic R8 brand . The billboard for this advertisement was immediately beside that of the BMW with phrase, “Your pawn is no match for our king.” The possible intention of such an advertisement was to lower the actual status of advertised BMW car portrayed in the advertisement. This kind of advertisement seemed very aggressive thus proving to the public about the increasing command gained by Audi in the local market.
Audi has also adopted an advertisement technique relating to the currently widespread technology. For instance, Audi has sought collaboration with the expensive and classy iPhone. ...
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