Advertising Plan

Advertising Lexus in a Luxury Market

The new Lexus will be marketed an advertised as a more upscale car in the luxury market . In the automotive world , the epitome of luxury is to have one 's own chauffeur . Therefore , the advertising campaign will revolve around the idea of having a chauffeur . It should be marketed to consumers who are older , responsible , and who won 't see this car as a way to get out of driving altogether . The Lexus LS500-AA should be marketed as a luxury brand for an already responsible consumer p

In to develop an advertising plan , the first consideration is the consumer Lexus is trying to reach . This consumer will be a professional , capable of purchasing a luxury car and driving it responsibly . The next consideration is to determine what Lexus is trying to say to the consumer . This is simple : the consumer should know that the new Lexus is the epitome of luxury vehicles . The luxury market is all about fulfilling dreams . Consumers see these items as representing the pinnacle of success

When consumers are asked to describe their spontaneous associations with the concept of luxury , the theme of dream ' almost inevitably emerges In the world of luxury brands here 's how it goes : awareness feeds dream purchase makes dream come true , purchase redirects dreams to the next object (Twitchell , 2002 ,

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The advertising campaign will start with a commercial . It will show a series of cars leaving houses for work . One will be the Lexus LS500-AA The other cars will be in the background , while the LS500-AA will be the focus of the commercial . It will enter the highway , speed up , slow down in traffic , and only after it has demonstrated these new features , the camera will focus on the car 's owner - sitting in the backseat , eating breakfast . Just then , the driver wakes up in bed , smiling . This has been a good dream . The voiceover will say , The car of your dreams : the closest thing to having a chauffeur

The next part of the advertising campaign involves how to reach the consumer . In addition to commercials , current Lexus owners will receive a brochure in the mail showing the new car and its amenities and information on how to contact their dealer to schedule an exclusive test drive . The campaign should target men and women in their thirties and older . Lexus should offer radio advertisements on talk-radio stations that appeal to an older crowd

Public relations can be tricky , as the right spokesperson is needed in to position this car as the height of luxury

One of the criteria often included is the audiences ' attitude toward the announcer . As mentioned earlier , a nouncers who are well-liked celebrities are apt to distract listeners , but these characteristics need not be present simultaneously (Clark , et . al , 1994 ,

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In to present the car as the newest thing in the luxury market , a spokesperson must be selected who represents class and who is well-liked . Unfortunately...