Ch. 16 - Advertising, Public Relations and Sales Promotion

I haven't seen may Audi billboards or repeating television commercials but i still see many people buying them and driving them. So how does Audi attract people towards buying it's cars? It's not that people just happen to know about a new model or a certain decrease in price in the existing model or leasing information. Media and internet are the main source of information nowadays and people expect to find everything off of it. The times when people actually went in a showroom to look at a car and find out it's pricing and leasing information are long behind us. Now the only two reasons they make the trip to the showroom is whether to finally buy the car or for a test drive, which you still cannot do on the internet that's why (maybe one day).

So the question still remains how does Audi attract it's customer? We are drawn towards products by their advertisements and how they are represented to us on a screen or on a piece of paper. It's basically a window to that product that eventually forces us to buy it. Audi's target market like all other luxury brands is the upper class that has the affordability to buy it. Like it's cars it keeps it's commercials simple attractive and elegant, because elegance is a magnet that pulls the people that has class and Audi is a classy car in it's own respective field. The Audi commercial i came across seemed like a really decent one. The idea was unique and very different from your regular everyday car commercial.

Now apart from being all classic and elegant Audi is also famous for it's drive and it's control over the vehicles. For those customers who prefer Audi for it's technical aspects rather than luxury. Audi came up with a commercial that features Jason Stathm who plays a role as a transporter in the movie Transporter which also features Audi as his pick up and drop car. It shows the difference between Audi's competitors BMW and Mercedes. In the commercial they elaborate about the progress made over the years showing the two competitor cars and in the end the 2009 Audi A6.