Advertising Infiniti

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Advertising is an essential part of contemporary trade and business this is why it is vitally important for any company to be successful in it. Actually, there are a lot of examples when a properly advertised product gained the world acclaim and became very popular and attracting for consumers. Naturally positive results could be hardly achieved without a wise and properly organized advertising campaign. In fact it is not an easy task to fulfill to promote a product on the market especially if it is some specific product. Nonetheless there are no limits for a wise advertiser, finally it is possible to sell any product you need, the only thing this product needs is good promotion or advertising. In this paper, I would focus on a traditional market and a classical advertising sample. So, it would be a brief analysis of the advertising campaign hold by Nissan in order to promote its Infiniti. From the beginning it should be said that Nissan has recognized two basic principles characterizing their clients. efore discussing them it should be said a few words about the progress made by Nissan and other Japanese companies in American market. In the early 1980s the Japanese share of the US automobile market constituted only 20% while by the end of the 1980s its figure has become really striking. Such a tremendous success was conditioned partially by a good advertising. The latter in its turn was the result of the recognition of two basic principles: all of the members of that segment tend to get older; and some (more precisely a good percentage) of the market will eventually into a higher income bracket. So, what was so special in Nissan’s advertising campaign that provided the company with positive results? First of all it should be said that Infiniti advertising was characterized by a good organization and a high degree of originality. The company chose for the Infinity campaign a Zen Philosophy-like style. As a result natural scenes with trees, rocks and flowers were amply used. However, unlike its Japanese competitors Nissan’s Infiniti advertising campaign was recognized as not very successful for Infiniti’s sales only reached 1,723 cars for the first year. Moreover, consumers were simply confused by the advertising and it even became a brunt of jokes by Jay Leno and David Letterman. It is obvious that it is necessary to analyze the mistakes that were made by Nissan. It should be said that for a success of any product that is advertised it is vitally important to take into consideration four key elements,

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