Ford Motors Company: Sales, Advertising and Promotion

As an agency account manager, I discuss the creative brief in terms of the completeness of the information provided and whether the goals are realistic. What additional information does Ford Motor Company have to provide before a creator can start working on an account?

Creatively offering a specific product that targets a select age group is akin to entering a niche market. It is completely understandable and even acceptable that people of this age want unique products and that they should be marketed as such. data and indicate relative maturity.

Creating an ad for this group based on the creative brief may be challenging for a number of reasons. First, it is fair to recognize that finding a general preference for a consumers within the ages 25-35 is immensely difficult. It is mainly because persons within this age group are divided into two distinct groups; those at the beginning of their careers and those starting a family (Clow & Baack, 2012). Most 25-years olds are in the initial stages of their careers, have limited finances, and fewer responsibilities. Therefore, they are far more likely to prefer cars with higher performances, sleeker and more outlandish designs and superior engine characteristics such as torque, fuel consumption, and power. They are relatively “carefree.” At age, 35, a considerable portion of consumers have settled into their careers. They have considerable financial commitments such as a family but can afford a car that befits them. They may prefer cars with greater carriage capacities and with an impressive safety record. All these factors are extremely important when developing and marketing the automobile. However, it is immensely difficult to fashion a creative for a single automobile that conceptualizes all these properties yet still present the car as appropriate for both genders.

Ford Motor Company should provide technical data on the distinctiveness of the offering. This information will be critical for developing interplay between emotion and logic (Moriarty et al, 2014). Ideally, individualist consumers prefer comparing the sentimental or social identity value of having a given product with the actual technical capabilities.

2. The media planner for the Ford Mustang account suggests a media plan consisting of cable television, print advertising, Internet ads, and network advertising on Fox shows, The OC, House, 24, The Simpsons, and King of the Hill. Evaluate this media plan in light of the creative brief's objectives. Can these shows reach the target audience? What information does a creative and the account executive want from the media planner before starting work on actual commercials?

Adverting on both print and digital media remains one of the most effective ways to reach a given demographic. Primarily, most consumers are exposed to the two media on a daily basis, whether through entertainment or information. As such, it would be a well-advised marketing plan. Individuals aged between 22 and 38 years are the highest consumers of network and cable TV shows (O'guinn, Allen, Semenik & Scheinbaum, 2014). As they are the target group, advertising on the shows significantly increases the product’s visibility.

A creative and the account executive would need a comprehensive understanding of the expected message to be sent. Each advertising campaign has a distinct marketing agenda it seeks to achieve. The media planner should communicate such information plainly. They should also provide technical details such as the expected budget, length of the advertisements, and the extent of the element of truth to be included.

3. From the viewpoint of the creative assigned to this account, do the creative brief and the media plan (see Question 2) contain sufficient information to design a series of advertisements? What, if any, additional information is necessary?

A creative would need a deeper understanding of the larger individual marketing message to be communicated. As much as they are free to explore the creative realm for fascinating ideas, they must operate within a given thematic constraint. A creative should also be aware of the expected ad parameters for the various media.

4. Using the information provided in the creative brief, prepare a magazine advertisement. Which magazines might match the target audience?

The magazines that might match the target are that address issues common to them. Some of the most common magazines include;

AARP Magazine (Median reader age- 35)

Game Informer Magazine (median reader age -27)

Cosmopolitan (median reader age- 31.4)

ESPN The Magazine (median reader age-33)

Ethics & Regulation

5. When does an ad becomes false or misleading?

An advertisement becomes deceptive or misleading when it omits key information, contains hidden charges, contains manipulated measurement standards and units, or makes misleading health claims (Clow & Baack, 2012). Bait and switching is another false advertising technique where marketers advertise a given product at an exceedingly favorable price but offer an entirely different, more expensive one once a customer request the initial item. Puffing is also another form false advertising. Puffers typically exaggerate the worth of a given product or make meaningless, unfounded claims based on unsubstantiated opinions (Clow & Baack, 2012). An advertiser who makes outright false statements about the capabilities of their product is also liable for misleading advertising.

6. What is the primary function of the National Advertising Review Board?

The National Advertising Review Board handles appellate cases for the advertising industry (O'guinn, Allen, Semenik & Scheinbaum, 2014). When a challenger or advertiser is dissatisfied with recommendations of the National Advertising Division or Children’s Advertising Review Unit, they appeal to the board for a fresh determination or a review of the previous recommendations.

References

Clow, K. E,& Baack, D E. (2012). Integrated advertising, promotion, and marketing communications. Pearson Education India.

Moriarty, S., Mitchell, N. D., Wells, W. D., Crawford, R., Brennan, L., & Spence-Stone, R. (2014). Advertising: Principles and practice. Pearson Australia.

O'guinn, T., Allen, C., Semenik, R., & Scheinbaum, A. C. (2014). Advertising and integrated brand promotion. Nelson Education.