Advertising – Ford Bronco Sport

Advertising – Ford Bronco Sport

The Ford Bronco Sport’s internet advertisement on YouTube features Brooke Raboutou, a sports lady. The 3-minute commercial casts the 4-door Ford Sport in a positive light, especially for individuals who love adventure (Ford, 2020). The vehicle is highlighted as a reliable and hardy vehicle that easily adapts to the conditions of its environment. Consumers learn of its ability to venture into the toughest terrains. The commercial enables consumers to develop a positive attitude towards the product. Featuring Brooke Raboutou and her sporty lifestyle in the commercial shows the vehicle’s efficiency and reliability. The communication strategy is ideal as it reaches a wide network of potential consumers. The chosen platform, YouTube, provides wide coverage. The advertisement has already reached at least 160,000 viewers.

In addition, a similar television advertisement that features Jimmy Chin promotes three vehicles; Ford Bronco 2-door, Ford Bronco Sport, and Ford Bronco 4-door. The ‘Built Wild’ television commercial runs for 3 minutes (Ford Bronco 2-Door TV Commercial, ‘Built Wild’ Featuring Jimmy Chin [T1], 2020). It highlights Jimmy Chin’s adventurous lifestyle, which gives the vehicle a specific and unique character. The consumers learn about the brand’s reliability, hardy nature, and ability to maneuver rough terrains. The chosen channel of communication is Good Morning America on ABC, which reaches about 200 million viewers (Disney Advertising Sales, 2019). Thus, the mode provides a wide coverage.

The chosen communication channels provide new information regarding the brands’ vehicles. Consumers can access information about the benefits of the vehicles. Some of the features are also highlighted in the advertisements. Ford seeks to convert potential into actual customers. It targets the adventure seekers who lack reliable vehicles that can allow them to connect to the outdoors. These advertisements are ideal for increasing purchases of the featured models.

References

Disney Advertising Sales. (2019). Imagine Everything. Retrieved from ABC: https://disneyadsales.com/

Ford. (2020, July). The Bronco Sport with Brooke Raboutou | Ford. Retrieved from https://www.youtube.com/watch?v=W6XpSJFCzKI

Ford Bronco 2-Door TV Commercial, ‘Built Wild’ Featuring Jimmy Chin [T1]. (2020). Retrieved from https://www.ispot.tv/ad/nCi9/ford-bronco-2-door-built-wild-featuring-jimmy-chin-t1#

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The purpose of this assignment is to analyze how a brand uses marketing communication strategies to effectively communicate with the target market.

Advertising – Ford Bronco Sport

Continuing in the role of a marketing professional who has been tasked with using the study of consumer behaviour to develop an effective marketing and communication strategy for a client, refer back to the brand research you have completed in previous assignments. Conduct additional research related to brand marketing communication. Locate three to five examples of radio, television, and Internet advertising examples used by the brand. Provide links to each example and explain the following in a 250-word summary.

Summarize the primary media and messaging used by the brand.
Discuss how these marketing communications help the consumer learn, form, and change attitudes related to the brand.
Explain how the brand attempts to affect consumer behaviour through these marketing communication strategies.
APA style is not required, but solid academic writing is expected.