Consumer Behavior for Strategic Management- myassignmenthelp

Question: Discuss about theConsumer Behavior for Strategic Advertising Management. Answer: Titled as The Comeback, Audis latest advertisement for auto pilot cars features the most fearsome creature of the world, Tyrannosaurus Rex. The product is Audis driverless cars, which is luxurious, sporty and compact. The speedy and sleek RS 7 Sportback describes the products class, along with the brands four iconic rings. The advertisement film features the story of a T-Rex, who falls from international infamy to an internet gag. It is the tale of a T-Rex who becomes a laughing stock and as a result embarrassing memes and videos of the big, deadly creature floods the internet. The T-Rex is being ridiculed due to his short arms and thus, he lost all the respect and was not at all feared as he was before (Youtube.com 2018). T-Rex lost all the reasons to survive. He tried to focus on extra-curricular activities, but none of them managed to make him happy. His whole life turned into a joke. Then, he discovers something magical, which changed his entire life. Particularly at the end of the advertisement film, Audi announced its Comeback with a range of driverless cars, auto piloted driving feature. The general type of advertising appeal used in the advertisement by focusing on the Comeback of the luxurious brand with some great features (Audi.com 2018). In addition to this, Audi has hugely embraced the value of social media, in todays generation. Audi makes an advertisement appeal not to a particular age group, but to the members who are stuck in the similar situation as that of the T-Rex, where his insecurities are being challenged. Audi, here plays an important role as the advertisement portrays how the brands and products used by the consumers, reflect their personality. On watching the advertisement, consumers will be able to relate the advertisement with their own lives, which will remind them of their own insecurities (Percy and Elliott 2016). In addition to this, Audi also reminds its target consumers regarding the Comeback. Audi always creates short and crisp stories within the commercials in order to connect with the consumers on a personal level. It also demonstrates itself with the tag line Comeback by portraying the challenges of T-Rexs. This establishes two points of the brand. Firstly, it portrays that no matter what the situation is, one needs to be brave enough to deal with the insecurities. Secondly, they tried to prove their point of how driverless cars would leave others wonderstruck (Audi.com 2018). This is the way Audi appeals to its consumers and that too, in an indirect manner. The commercial is able to cater to the eyes of the consumers due to its quirky theme. The core of the advertisement further exhibits the aspects of comeback and bravery. In conclusion, the company is able to convey sophistication and class to its consumers. Audi is able to establish its new cars with auto pilot feature, perfectly. The company wants its consumers to experience the lavish car and truly enjoy it. They want to cater to the customers to get through their insecurities and avail this driverless option (O'guinn et al. 2014). Therefore, the commercial is successful in persuading the consumers of Audis sophistication and class. References Audi.com (2018). [online] Available at: https://www.audi.com/en/innovation/piloteddriving/T-Rex.html [Accessed 24 Apr. 2018]. O'guinn, T., Allen, C., Semenik, R. and Scheinbaum, A.C., 2014.Advertising and integrated brand promotion. Nelson Education. Percy, L. and Elliott, R.H., 2016.Strategic advertising management. Oxford University Press. Youtube.com (2018). [online] Available at: https://www.youtube.com/watch?v=I2j2-DqcPfMfeature=youtu.be [Accessed 24 Apr. 2018].