Analysis of a commercial=advertisement, Marketing

Running head : ANALYSIS OF A COMMERCIAL

Analysis of a Commercial

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Executive Summary

The primary purpose of this report is to give the reader advance information about the company 's communication plan for Motorola 's luxury phone the RAZR V3i Dolce Gabbana

Motorola is considered as the world 's first to offer sleek mobile phones , has now partnered with Dolce Gabbana a world renowned style and fashion house , to offer to the market another first in

the field of mobile communications , which is the RAZR V3i D G , whose unique selling proposition is to deliver the ultimate combination of design and technology to its favored clienteles

The following supporting documents will discuss about the targeted audience , the goals of the communication , the message and selection of the channels of communication to be used . The annexes hold information on the micro and macro environment with a brief discussion of the SWOT of the planned communication .Identifying the Audience

According to Dr . Dan Herman (2006 , the buying power of both developed and emerging economies are on the rise . And these have produced new levels of affluence . The strata of wealth is now categorized into six levels billionaires (annual income over 1 billion , multi-millionaires (annual income over 100 million , millionaires (annual income over 1million , super affluents (annual income over 150K , affluents (annual income over 100K , and near affluents (annual income over 75K

In a table classifying all World Bank member economies (see Table 1 these are the countries considered as high income groups 1 ) ASIA - Australia , Japan , Korea , Rep , New Zealand , Brunei , French Polynesia Guam , Hong Kong , Macao , New Caledonia , Singapore , Taiwan , China 2 EUROPE CENTRAL ASIA - Austria , Belgium , Denmark , Finland , France Germany , Greece , Iceland , Ireland , Italy , Luxembourg , Netherlands Norway , Portugal , Spain , Sweden , Switzerland , United Kingdom , Slovenia Andorra , Channel Islands , Cyprus , Faeroe Islands , Greenland , Isle of Man , Liechtenstein , Monaco , San Marino 3 ) MIDDLE EAST NORTH AFRICA - Bahrain , Israel , Kuwait , Qatar , United Arab Emirates , Malta 4 ) AMERICAS - Canada , United States , Antigua and Barbuda , Aruba , Bahamas , The Barbados , Bermuda , Cayman Islands , Netherlands Antilles , Puerto Rico Virgin Islands

wealthy individual bought a gold colored , diamond studded phone costing ?29 ,000 as a gift for his wife who considered the phone as jewelry (Crampton , T , 2006

For the first three upper levels of the rich and those who aspire to join them , jewel-encrusted gadgets are standard equipment . However , for the next three levels of affluents , many of whom came from middle-class background , it 's just not practical . According to a survey , many of these consumers see phones as a form of personal expression , and about 70 percent of them think materials like wood , precious metals and leather make phones more appealing . The affluent consumers frequently purchase luxury goods and spent an average of 8 ,641 on electronics in 2005 (Rosmarin , 2006

The extremely affluent households with incomes in excess of US 150 ,000 are typically older , works from 40 to 65 hours per week...