In this commercial, Chrysler uses marketing to communicate a very direct message to their targeted audience. Chrysler is saying that there is no need to buy a luxury foreign car. Chrysler is telling us that an American-made luxury car is better than a foreign luxury car.
Older Americans are the targeted audience in this case. This is of course because of their competition with companies such as BMW and Mercedes Benz. Chrysler is trying to gain potential customers by adding a little background story of Detroit and the pride that comes along with being an American manufacturer. The phrase, "Imported from Detroit" shows that Chrysler is taking an aggressive approach towards their competitors.
This is a very strong marketing approach. Chrysler knows that most people who buy luxury cars are going to be older men that are looking for some excitement in their ordinary lives. Older men also tend to be very patriotic, and prefer items "Made in U.S.A.".
Putting out a commercial like this during Super Bowl Sunday can give Chrysler some serious attention. The Super Bowl is the most watched televised sporting event in the United States. This commercial helped put Chrysler back in the market, and it also provided an opportunity to expand their customer base.
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