Author: Carolin Biebrach
Publisher: GRIN Verlag
ISBN: 3640360397
Category : Business & Economics
Languages : en
Pages : 29
Book Description
Essay from the year 2009 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: A, Ohio University (E.W. Scripps School of Journalism), course: International and Crosscultural Advertising, language: English, abstract: What started as one of the biggest and most expensive campaigns in the German automobile industry, almost ended in a disaster for the company. The result was the biggest crisis, a German automobile company had ever faced. Mercedes-Benz is a high-class automobile company. Its products stand for luxury, reliability and dependability. But high-class cars are expensive and only affordable for the richer part of society. To keep pace with the fast developing automobile industry all over the world, Mercedes-Benz decided to invent car that reunites all three values, the company embraces. This car – the Mercedes-Benz A-Class – should have another important feature: It is affordable for the middle class. With this car, Mercedes was approaching a new market segment and therefore new target audiences. A campaign, that fits the new car in the overall Mercedes image, was crucial. In May 1996 Mercedes Benz started its huge advertising campaign – almost one and a half years prior to the official product launch on October 18th 1997. More than 100 million Euro will this launching campaign cost the company. Despite that the campaign only ran in the European market, the Mercedes-Benz brand and this specific campaign caught international attention. Newspapers from all over the world accompanied the A-Class until its official launch. These newspapers were also there, when the crisis occurred, that almost harmed the company on a long-term basis. Right after the launch, the car, that was supposed to be innovative, reliable and safe, failed in the so called “moose-test”. After almost two years of positive media coverage, a flood of criticism followed. Due to the high level of awareness for the car, the public was now also aware of the safety issues the Mercedes A-Class had. What followed was another campaign. The goals were to safe the image of the company, to deal with the crisis and to re-launch the A-Class half a year later. The campaign analysis explains why Mercedes had to take the approach and step into the market segment of small cars. In addition, the launching campaign and its four phases: Big Bang, New Perspectives, New Choices, and New Experiences, will be explained in detail. The second part will cover the crisis that occurred after the launch of the A-Class and the re-launch in 1998. Finally, the analysis will show whether this incident harmed the image of the company on a long-term basis, and how advertising influenced this development.
Mercedes Benz - How A Great Campaign Can Almost Kill A Company
Author: Carolin Biebrach
Publisher: GRIN Verlag
ISBN: 3640360397
Category : Business & Economics
Languages : en
Pages : 29
Book Description
Essay from the year 2009 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: A, Ohio University (E.W. Scripps School of Journalism), course: International and Crosscultural Advertising, language: English, abstract: What started as one of the biggest and most expensive campaigns in the German automobile industry, almost ended in a disaster for the company. The result was the biggest crisis, a German automobile company had ever faced. Mercedes-Benz is a high-class automobile company. Its products stand for luxury, reliability and dependability. But high-class cars are expensive and only affordable for the richer part of society. To keep pace with the fast developing automobile industry all over the world, Mercedes-Benz decided to invent car that reunites all three values, the company embraces. This car – the Mercedes-Benz A-Class – should have another important feature: It is affordable for the middle class. With this car, Mercedes was approaching a new market segment and therefore new target audiences. A campaign, that fits the new car in the overall Mercedes image, was crucial. In May 1996 Mercedes Benz started its huge advertising campaign – almost one and a half years prior to the official product launch on October 18th 1997. More than 100 million Euro will this launching campaign cost the company. Despite that the campaign only ran in the European market, the Mercedes-Benz brand and this specific campaign caught international attention. Newspapers from all over the world accompanied the A-Class until its official launch. These newspapers were also there, when the crisis occurred, that almost harmed the company on a long-term basis. Right after the launch, the car, that was supposed to be innovative, reliable and safe, failed in the so called “moose-test”. After almost two years of positive media coverage, a flood of criticism followed. Due to the high level of awareness for the car, the public was now also aware of the safety issues the Mercedes A-Class had. What followed was another campaign. The goals were to safe the image of the company, to deal with the crisis and to re-launch the A-Class half a year later. The campaign analysis explains why Mercedes had to take the approach and step into the market segment of small cars. In addition, the launching campaign and its four phases: Big Bang, New Perspectives, New Choices, and New Experiences, will be explained in detail. The second part will cover the crisis that occurred after the launch of the A-Class and the re-launch in 1998. Finally, the analysis will show whether this incident harmed the image of the company on a long-term basis, and how advertising influenced this development.
Publisher: GRIN Verlag
ISBN: 3640360397
Category : Business & Economics
Languages : en
Pages : 29
Book Description
Essay from the year 2009 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: A, Ohio University (E.W. Scripps School of Journalism), course: International and Crosscultural Advertising, language: English, abstract: What started as one of the biggest and most expensive campaigns in the German automobile industry, almost ended in a disaster for the company. The result was the biggest crisis, a German automobile company had ever faced. Mercedes-Benz is a high-class automobile company. Its products stand for luxury, reliability and dependability. But high-class cars are expensive and only affordable for the richer part of society. To keep pace with the fast developing automobile industry all over the world, Mercedes-Benz decided to invent car that reunites all three values, the company embraces. This car – the Mercedes-Benz A-Class – should have another important feature: It is affordable for the middle class. With this car, Mercedes was approaching a new market segment and therefore new target audiences. A campaign, that fits the new car in the overall Mercedes image, was crucial. In May 1996 Mercedes Benz started its huge advertising campaign – almost one and a half years prior to the official product launch on October 18th 1997. More than 100 million Euro will this launching campaign cost the company. Despite that the campaign only ran in the European market, the Mercedes-Benz brand and this specific campaign caught international attention. Newspapers from all over the world accompanied the A-Class until its official launch. These newspapers were also there, when the crisis occurred, that almost harmed the company on a long-term basis. Right after the launch, the car, that was supposed to be innovative, reliable and safe, failed in the so called “moose-test”. After almost two years of positive media coverage, a flood of criticism followed. Due to the high level of awareness for the car, the public was now also aware of the safety issues the Mercedes A-Class had. What followed was another campaign. The goals were to safe the image of the company, to deal with the crisis and to re-launch the A-Class half a year later. The campaign analysis explains why Mercedes had to take the approach and step into the market segment of small cars. In addition, the launching campaign and its four phases: Big Bang, New Perspectives, New Choices, and New Experiences, will be explained in detail. The second part will cover the crisis that occurred after the launch of the A-Class and the re-launch in 1998. Finally, the analysis will show whether this incident harmed the image of the company on a long-term basis, and how advertising influenced this development.
The Maryland Campaign of September 1862
Author: Joseph Pierro
Publisher: Routledge
ISBN: 1135912394
Category : History
Languages : en
Pages : 507
Book Description
Completed in the early 1900s, The Maryland Campaign of September 1862 is still the essential source for anyone seeking understanding of the bloodiest day in all of American history. As the U.S. War Department’s official expert on the Battle of Antietam, Ezra Carman corresponded with and interviewed hundreds of other veterans from both sides of the conflict to produce a comprehensive history of the campaign that dashed the Confederacy’s best hope for independence and ushered in the Emancipation Proclamation. Nearly a century after its completion, Carman's manuscript has finally made its way into print, in an attractively packaged one-volume edition painstakingly edited, annotated, and indexed by Joseph Pierro. This edition, the first to publish the entire Carman manuscript, including the fifteen appendices, is designed for ease of use, with standardized punctuation and spelling, and conveniently footnoted explanations wherever necessary. The Maryland Campaign of September 1862 is a crucial document for anyone interested in delving below the surface of the military campaign that forever altered the course of American history, and is still the only complete edition of Carman's work on the market. **Due to an unfortunate case of mistaken identity, the man currently appearing in the frontispiece of The Maryland Campaign of September, 1862 is not the actual Ezra Carman, but someone who looks remarkably similar to him. The real Mr. Carman can be found at: http://www.loc.gov/pictures/item/cwp2003001783/PP/. We apologize for the mistake, and will correct this error in further printings.
Publisher: Routledge
ISBN: 1135912394
Category : History
Languages : en
Pages : 507
Book Description
Completed in the early 1900s, The Maryland Campaign of September 1862 is still the essential source for anyone seeking understanding of the bloodiest day in all of American history. As the U.S. War Department’s official expert on the Battle of Antietam, Ezra Carman corresponded with and interviewed hundreds of other veterans from both sides of the conflict to produce a comprehensive history of the campaign that dashed the Confederacy’s best hope for independence and ushered in the Emancipation Proclamation. Nearly a century after its completion, Carman's manuscript has finally made its way into print, in an attractively packaged one-volume edition painstakingly edited, annotated, and indexed by Joseph Pierro. This edition, the first to publish the entire Carman manuscript, including the fifteen appendices, is designed for ease of use, with standardized punctuation and spelling, and conveniently footnoted explanations wherever necessary. The Maryland Campaign of September 1862 is a crucial document for anyone interested in delving below the surface of the military campaign that forever altered the course of American history, and is still the only complete edition of Carman's work on the market. **Due to an unfortunate case of mistaken identity, the man currently appearing in the frontispiece of The Maryland Campaign of September, 1862 is not the actual Ezra Carman, but someone who looks remarkably similar to him. The real Mr. Carman can be found at: http://www.loc.gov/pictures/item/cwp2003001783/PP/. We apologize for the mistake, and will correct this error in further printings.
Witch Hunt
Author: Peter M. De Lorenzo
Publisher: Octane Press LLC
ISBN: 0982173377
Category : Business & Economics
Languages : en
Pages : 349
Book Description
The U.S. auto industry has a history like no other. What started as a cottage industry more than 100 years ago soon exploded into an industrial juggernaut, a glittering showcase for American industrial might and know-how that for decades was the envy of the world.
Publisher: Octane Press LLC
ISBN: 0982173377
Category : Business & Economics
Languages : en
Pages : 349
Book Description
The U.S. auto industry has a history like no other. What started as a cottage industry more than 100 years ago soon exploded into an industrial juggernaut, a glittering showcase for American industrial might and know-how that for decades was the envy of the world.
Letter from Birmingham Jail
Author: MARTIN LUTHER KING JR.
Publisher: Penguin Classics
ISBN: 9780241339466
Category : Political Science
Languages : en
Pages : 0
Book Description
This landmark missive from one of the greatest activists in history calls for direct, non-violent resistance in the fight against racism, and reflects on the healing power of love.
Publisher: Penguin Classics
ISBN: 9780241339466
Category : Political Science
Languages : en
Pages : 0
Book Description
This landmark missive from one of the greatest activists in history calls for direct, non-violent resistance in the fight against racism, and reflects on the healing power of love.
Iowa and the Rebellion
Author: Lurton Dunham Ingersoll
Publisher:
ISBN:
Category : Iowa
Languages : en
Pages : 756
Book Description
Publisher:
ISBN:
Category : Iowa
Languages : en
Pages : 756
Book Description
Niles' Weekly Register
Author:
Publisher:
ISBN:
Category : United States
Languages : en
Pages : 482
Book Description
Containing political, historical, geographical, scientifical, statistical, economical, and biographical documents, essays and facts: together with notices of the arts and manu factures, and a record of the events of the times.
Publisher:
ISBN:
Category : United States
Languages : en
Pages : 482
Book Description
Containing political, historical, geographical, scientifical, statistical, economical, and biographical documents, essays and facts: together with notices of the arts and manu factures, and a record of the events of the times.
Harper's Weekly
Author:
Publisher:
ISBN:
Category :
Languages : en
Pages : 428
Book Description
Publisher:
ISBN:
Category :
Languages : en
Pages : 428
Book Description
History of the Ohio Falls Cities and Their Counties, with Illustrations and Bibliographical Sketches
Author: Anonymous
Publisher: BoD – Books on Demand
ISBN: 3385432677
Category : Fiction
Languages : en
Pages : 574
Book Description
Reprint of the original, first published in 1882.
Publisher: BoD – Books on Demand
ISBN: 3385432677
Category : Fiction
Languages : en
Pages : 574
Book Description
Reprint of the original, first published in 1882.
Chilton's Motor Age
Author:
Publisher:
ISBN:
Category :
Languages : en
Pages : 1274
Book Description
Publisher:
ISBN:
Category :
Languages : en
Pages : 1274
Book Description
Commerce
Author:
Publisher:
ISBN:
Category : Chicago (Ill.)
Languages : en
Pages : 1098
Book Description
Publisher:
ISBN:
Category : Chicago (Ill.)
Languages : en
Pages : 1098
Book Description