Case Study: Volkswagen of America
Order ID | 53563633773 |
Type | Essay |
Writer Level | Masters |
Style | APA |
Sources/References | 4 |
Perfect Number of Pages to Order | 5-10 Pages |
This video case shows how Volkswagen of America (VWA), a major automotive marketer, uses a variety of IMC tools, including the “Punch Dab” campaign created by advertising agency Deutsch LA in 2010, to help build awareness of Volkswagen’s product line and help the company meet its aggressive sales targets. View the Volkswagen Case Video here: https://online.fiu.edu/videos/?vpvid=187520b6-3d41-4c42-b6a9-ec002cec831f
Answer the following five questions:
1. According to the video case, describe some of the marketing challenges that VWA faces in achieving their ambitious sales goals in the United States.
2. How does the US automotive market differ from the rest of the world’s automotive markets, according to the video case?
3. Based on the video case, explain why the US market is so important to VW’s global success.
4. Describe the “Pitch Process” that Deutsch LA went through to win the VW business in the United States.
5. What metrics does VWA use to measure the effectiveness of IMC campaigns, according to the video case?