I think this is very good advertising as it tugs at the emotions of the AMERICAN target market by tracing the roots of manaufacturing to America. The emotions are built up through the visuals and the music to show Chrylser as a strong brand with a luxury appeal. The commercial leverages the current macro-marketing mood by focusing in on America and our economic history. Outside of the commercial, I think the pricing may be to high, specifically since the target market is so broad and luxury may be a leap for the traditional market of the Jeep Brand. In addition, what other things is the company doing to represent an integrated marketing approach? The ads differ greatly when they run and I am not sure if the other promotions are consistent (direct mail, dealer incentives or auto show presentation). The message is good but maybe not executed consistently. Also, the price "P" may not fit with the brand and the target market.
Sample Application Assignment - Mrs. Hurns (used the Edit HTML view to add video)
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