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Q1- How do you evaluate the success of the advertising campaign?
ANSWER-
The success of any advertising campaign depends on whether it manages to touch a chord within the hearts of consumers and make them curious and excited enough to get them to check out the product for themselves. It positively effects the mindset/perceptions of consumers and the sales of the product.
In this case ,the switch from DDB Needham as agency to Arnold Communication was a crucial step. Arnold communications with the tag lines- “Drivers Wanted” had given a boost to its sales even before the advent of new beetle. It established a beautiful relationship between the product and the consumer, giving it an individualistic edge. The root of this success lies with tremendous amount of research they did to identify the consumers to target.The sales saw a boost of almost 150% from 1994 figures to 1997 annual figures. The “Drivers Wanted” campaign stressed on the fun, drivability, the thrill of driving an experience rather than just a car.It managed to create enough buzz about the new beetle among the consumers to get them to the auto show in Detroit. The limited budget , impact on market, the advertising campaign , is on its way of being a success.
Q-2 Discuss the meaning of the brand to the consumers? The brand is what distinguishes a produc from the rest. A strong brand speaks for itself, attracts consumers in greater numbers and helps to create a stronger and bigger market. Whereas , a weaker brand has a small market and they constantly need to work hard in order to create a niche in the consumers mind.Volkswagen is a classic example where they are trying to enash the the legacy of the beetle and making it available for the modern use in the form of a new beetle. They are also looking to re position the car to boost their overall brand image.
Q-3 Describe the appeal of the new

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