Blog 5.3: Volkswagen Jetta

Describe how the company/business used the four “P’s” to add value and/or promote the product or service.

Product- Volkswagen Jetta

Price- This commercial does not mention price, but promoted the value of high quality German engineering.

Place- A commercial on channel 45. 2/13/13 at 6:15pm.

Promotion- This is a commercial featured a young adult male who is giving a young adult female a ride who he has never met before in his white Volkswagen Jetta. She makes a joke and starts laughing, and to his surprise her laugh is extremely obnoxious. An automatic male voice in the background appears as the two characters pull out on to the street, with her laugh continuing in the background. This automated voice says, “Pick your passengers wisely. Get up to 609 miles per tank with the Volkswagen Jetta TDI. That’s the power of German engineering.”

2. What industry(s) is the product or service a part of?

Auto. Oil. Manufacturing.

3. Describe the target market.

The Volkswagen Jetta is a small family car produced by a German automaker.This commercial is trying to target young adults, probably in between ages 25-35, who want a car with great gas mileage and most likely have children. These individuals or parents appreciate the great gas mileage while still being able to fit their children in the back seat. This commercial uses the humor appeal in effort to stay in the memory of young adults watching a comedy show.

4. Does it work? Why or why not? Any general observations?

Yes. I remembered this commercial even though I watched it 3 days ago. Even though the product attributes are not featured as strongly as they could have, the humor appeal marked my memory.

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