Attention Millennials! Automobile Manufacturers Adapt for You Case Study
Review Case 3-4 Attention Millennials! Automobile Manufacturers Adapt for You, located in the PART 3 CASES section of your textbook. Drawing on materials in the textbook and your own scholarly peer-reviewed research, describe your views on the major consumer behavior issues facing the corporation. Write at least a 1,700 word case study analysis. In your Major Project please, answer the following questions integrating a Biblical worldview:
Chapter 8 discusses factors that affect consumer attention. How do the following situational factors play a role in Millennials’ attention to Ford’s promotions?
a.Clutter
b.Program Involvement
Chapter 11 discusses appeal characteristics in advertising. Use Google Videos or Google Images to find examples of the advertisements for the Ford Fiesta advertising campaigns. Evaluate those advertisements based on:
Appeal characteristics
Message structure characteristics
Chapter 8 discusses stimulus factors in advertising. Use Google Videos or Google Images to find examples of the advertisements for either Xerox’s 2010 or 2013 advertising campaigns. Evaluate those advertisements based on the following stimulus factors:
Size
- Intensity
Attractive visuals
Color and movement
Position
Isolation
Format
Contrast and Expectations
Interestingness
Information Quantity
- Evaluate the information displayed in the Tables A and B. Imagine you are a marketing manager for an automobile manufacturer that is targeting Millennials. Your goal is to gain the attention of your target market. Use that information to answer the following questions.
According to the Table A, which types of media are least likely to be ignored by Millennials?
- How does the media that is least likely to be ignored compare with what media other surveys show Millennials prefer?
- Assume that television advertising is a part of your promotional mix. How would you handle the fact that a large part of your target market is multitasking while watching television?
- Imagine that your target market is a different demographic, how would your answers to the previous parts of this question change?
Chapter 9 discusses strength of learning. Ford is hoping that Millennials learn that Ford is focused on their needs and wants. So far, it appears to be working. Strength of learning is enhanced by the following six factors. Evaluate Ford’s marketing to Millennials on these factors.
- Importance
- Message involvement
- Mood
- Reinforcement
- Repetition
- Dual coding
- Chapter 9 also discusses brand image and product positioning. Think about Ford and other automobile manufacturer’s brand images. Then, construct a perceptual map that includes several automobile manufacturers that are targeting Millennials.
- Chapter 12 discusses VALS. To which category (ideals, achievement, self-expression) does Ford’s approach appear to be targeted in attracting Millennials? Explain.
- Your research must also include at least 4 additional academic (e.g., journal articles) resources in addition to your textbook to support your conclusions).
- Submit the project through the Assignment Manager link.
- 1.Situational factors a.Clutter b.Program Involvement 2.Ford fiesta a. Appeal characteristics b. Message structure characteristics 3.Xerox’s 2010, 2013 stimulus factors a. Size b. Intensity c. Attractive visuals d. Color and movement e. Position f. Isolation g. Format h. Contrast and Expectations i. Interestingness j. Information Quantity 4.Tables A and B. a.Types of media b.Compare with research c.Different demographic 5.Strength of Learning a.Importance b.Message involvement c.Mood d.Reinforcement e.Repetition f.Dual coding 6.Ford Positioning Map 7.VALS Apply research to your analysis Organized in cohesive para. 1700 words APA Style Min. 4 references + text Biblical Worldview References, citations Possible PointsContent70Research20Organization & Formatting10Deductions TOTAL100
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