Mercedes Benz Advertising Strategy
By Joshua A. Silva
Abstract
This paper discusses and analyzes the various perspectives and implications of Mercedes-Benz’s advertising strategy. It also tells a brief history of the company: Mercedes-Benz was founded by Karl Benz in 1871. They are the oldest of all German automotive manufacturers and are located in Munich, Germany. They distribute cars to dealerships worldwide and are most popular in the Americas, especially The United States. Karl Benz invented the first gas-powered car in 1886 and started the first car company called Benz Patent Motorwagen. The paper discusses perspectives from a research, planning and creative standpoint. It also discusses the social, ethical, and economic implications of their strategy. Discussions of target audience, media channels, scheduling, communication goals and brand contact will be included. Past and current advertising campaigns will also be discussed. Images will be shown to help describe the different perspectives that will be discussed.
Mercedes Benz Advertising Strategy
The first perspective that will be discussed is the creative process. Creativity is used to attract attention, create emotions and convincing consumers about the product or service being advertised. In past ad campaigns Mercedes Benz used their creativity to target consumers that are 40 years and older. They used less emphasis on the performance aspect and more emphasis on the sophistication and luxury aspects of the car. The following image shows an example of an ad more geared towards consumers 40 years and over:
They were emphasizing how the vehicle has low emission output with the catch phrase “It’s a pleasure, but not a guilty one.” The first half of the phrase “It’s a pleasure” is referring to the pleasurable driving experience you will have while driving the car. The second half of the phrase “but not a guilty one.” is telling you to not feel guilty while experiencing the drive due to its low...