Advertising : Advertising Theory And Practice

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AMB220: Advertising Theory and Practice

Assessment 1:
Campaign Analysis Part 1

Mercedes-Benz CLA-Class 2013

Prepared for:
Dr Lisa Schuster

Written By:
Demi Kabaj (n9163336)

30th May 2015

Word count: 1154

Table of Contents
1.0 Introduction 2
2.0 Product Analysis 2
2.1 Key Information 2
2.2 Product Category, Key Competitors and Market Leader 2
2.4 Regulations and Ethical Considerations 2
3.0 Target Audience Analysis 3
3.1 About the Target Audience 3
3.2 Influence on Decision-Making 3
3.3 Appropriate Advertising Appeal 3
3.4 Key Insight 4
4.0 Conclusion 4
5.0 References 5
6.0 Appendix A 6

1.0 Introduction
The following report is based on the advertising campaign for Mercedes-Benz CLA-Class of July 2013. The specific product will be analysed; whilst demonstrating information about the product, as well as the product’s market and their current advertising activity. The information will then be applied in part 2 of the campaign analysis.
2.0 Product Analysis
2.1 Key Information
The 2013 Mercedes-Benz CLA-Class is a luxury four-door coupé that proves to be unique in its sporty appearance and down-to-earth value. It is as an affordable vehicle for young to middle-aged car buyers, interested in a stylish automobile. Additionally, the vehicle covers all bases and is equipped with innovative interior and exterior accessories, as well as the latest safety installations (Mercedes-Benz Australia/Pacific, 2015). 2.2 Product Category, Key Competitors and Market

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