'Mazda Case Essay\r'

'1. Analyze the division of integrated trade communications in the marketing of automobiles such as the Mazda Protegé and MAZDA6. How is each IMC element utilise to market automobiles? IMC played a very grievous role in the marketing of automobiles. Using the in the alto frig aroundher IMC syllabus, Mazda had a unsanded segmentation and selected a new tar induce market. The advertising of Protegé and MAZDA6 made a w anyoping difference, the Protegé advertisement foc employ on the target audiences’ knowledgeable mind and presented the life-related scene to strike a freehearted chord. But MAZDA6 advertisement focused more on the performance of the car and made a â€Å" come on” image, spent more budgets in advertisement on the magazines, even cooperated with ESPN to appeal to sport fans (the target audience). The Mazda used some direct marketing like send mails and CD-ROM to the client. Also set the website for the model to run more people, especially the Protegé. Mazda gave a major fag to the Protégé on the Internet including several sportsman activities and games, this Internet marketing made a great success. The slogan and advertisements gave the audience a impression of the sporty, fun-to-drive Mazda. The IMC program of Mazda gave the company a second birth.\r\n2. Evaluate Mazda’s decision to drop the â€Å"Get In. Be travel” tagline for the Protégé and adopt the â€Å"Zoom-Zoom” theme for is advertising. â€Å"Get In. Be Moved” was a powerful slogan for Mazda create by Doner, it created a brand promise to consumers that when you get in a Mazda car, the car can get you moved. It was a success since it can remain firm for all the models of Mazda. But the question is this tagline could not demonstrate the purpose and the distinguishing feature of Mazda. Instead, the â€Å"Zoom-Zoom” phrase created an environment of senses for the audience. The â€Å"Zoom-Zoom” sound stand for the sound of the engine and wake the inner baby bird of the target audience. This new phrase not exclusively perfectly describe the sporty theme of Mazda, exclusively also more appeal…\r\n'