Mazda Case Essay

1. Analyze the map of integrated marketing communications in the marketing of automobiles such as the Mazda Proteg and MAZDA6. How is each IMC element used to market automobiles? IMC played a very important role in the marketing of automobiles. Using the new IMC program, Mazda had a new segmentation and selected a new address market. The advertising of Proteg and MAZDA6 made a big difference, the Proteg advertisement focused on the target audiences inner head word and presented the life-related scene to strike a sympathetic chord. only when MAZDA6 advertisement focused more on the carrying into action of the car and made a mature image, spent more budgets in advertisement on the magazines, evening cooperated with ESPN to appeal to sport fans (the target audience). The Mazda used some direct marketing like sending mails and compact disc read-only memory to the client. Also set the website for the model to attract more people, especially the Proteg. Mazda gave a major push to th e Protg on the Internet including several fun activities and games, this Internet marketing made a huge success. The catchword and advertisements gave the audience a impression of the sporty, fun-to-drive Mazda. The IMC program of Mazda gave the company a second birth.2. Evaluate Mazdas close to drop the Get In. Be moved tagline for the Protg and adopt the Zoom-Zoom theme for is advertising. Get In. Be locomote was a powerful slogan for Mazda developed by Doner, it created a brand promise to consumers that when you get in a Mazda car, the car can get you moved. It was a success since it can stand for all the models of Mazda. But the question is this tagline could not demonstrate the spirit and the distinguishing feature of Mazda. Instead, the Zoom-Zoom phrase created an environment of senses for the audience. The Zoom-Zoom hold up stand for the sound of the engine and wake the inner child of the target audience. This new phrase not only dead describe the sporty theme of Mazda, b ut also more appeal