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Essay / Research Paper Abstract
This 9 page paper has two parts. The first part discusses television advertising for cars and includes data on the amount spent by the industry and where they are spending it. It also discusses why car manufacturers use television ads. The second part of the paper discusses the warranty for Ford cars and light vehicles. The writer includes the highlights of the warranty and how a customer would get repairs under that warranty. Bibliography lists 9 sources.
Page Count:
9 pages (~225 words per page)
File: MM12_PGcarwr.rtf
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Unformatted sample text from the term paper:
service than competitors. Advertising is about communication, more specifically, it is about persuasive communication. The company has a very brief period of time to get the message across. Television commercials
have fifteen to thirty seconds to convince the audience to go buy the product. It must be visually and auditorally pleasing and it must convince the viewer that he or
she wants this particular car or truck. Geist reported that car manufacturers are spending more on TV spot advertising, which is advertising on local stations, than they do on broadcast
or network television advertising (2001). In fact, in 2000, automakers spent $2.76 billion on local TV spot commercials (Geist, 2001). That was the second consecutive year that automakers spent more
on spot television ads than on broadcast ads (Geist, 2001). The reason automakers are spending more on spot TV ads follows along with good marketing sense. Marketers develop campaigns
to target specific audiences. With spot TV commercials, they can target specific markets more effectively than they can with broadcast or network commercials (Geist, 2001). In 2000, Chrysler allocated 32
percent of its entire advertising budget in spot TV, Ford put 29 percent and GM dedicated 19 percent into spot commercials (Geist, 2001). The Japanese manufacturers allocate larger percentages to
local spots - Nissan put 35 percent into spot TV, Honda put 33 percent and Toyota put 32 percent of its advertising budget into spot ads (Geist, 2001). The
most brilliant advertising of any car is said to belong to Volkswagen when it first introduced the Beetle in the United States (Lee, 1999). The marketing campaign was designed and
carried out by the Doyle Dane Bernbach agency in the 1960s (Lee, 1999). The Beetle had four strikes against it - it was foreign,, small, ugly, and it had a
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