EFFECTIVE ADVERTISING AND MARKETING COMMUNICATIONS IN AUTOMOBILE SECTOR DURING A DOWNTURN

Professor, PhD Christo Kaftandjiev

http://www.fnpp.uni-sofia.bg/Kaftandjiev/

Workshop objectives: demonstrating and analyzing effective advertising and marketing communications in automobile sector

Workshop USP: It is one of very few seminars on automotive advertising - carried out in the world of specialized workshops.

Target audience: executives and specialist of dealerships; manufacturers top-managers; public relations officers – art-directors, designers, copyrighters, accountants; PR-managers, marketing and admen; mass media.

Timing: 10.00-10.30 – delegates’ registration. 10.30-17.30 – workshop.

Teaching methodology: Interactive, dialogical and highly visualized workshop. The workshop is prepared on multimedia Power Point format, and it includes many of the best world print ads – hundreds of images, clips and films etc.

WORKSHOP AGENDA

10.30 – 12.00 - workshop

Effective communications in automobile depending on the different types of advertising

In this part different types of ads are analyzed on the basis of various examples in the automotive segment, namely product advertising; branding; comparative advertising; cooperative advertising; outdoor advertising; transport advertising; television advertisement; advertising on the Internet; non-traditional advertising (Ambient Media) etc.

Effective advertising and marketing communications in automobile segment ranged according to consumer groups, schools of psychology and motivation

In this part different types of ads and other communications are analyzed on the basis of various examples in the automotive segment depending on different consumer groups, from customization and from the rich system of advertising appeal: motivation of power; motivation of high social status; motives of leadership; motives of universality; motives of liberty; motives of admiration; motives of aggression; environmental reasons; motifs of quality; family reasons; relaxation; amusement motives; motives of humor; motives of love; motives of relationships; reasons of safety; motives of fear; motives of sex; motive of size; snobbish motives; motivation of high technologies; reasons of speed; reasons of economy; traditional motifs; intercultural theme; motives of violence etc.

12.00 – 12.15 – coffee break

12.15 – 13.45. – workshop

Effective advertising and marketing communications in automobile segment in connection with signed being involved and with communication strategy

Automobile advertising with semiotic system of animals, architecture, space, color, light, gesture, tattoo, music, etc.

Communicative strategies: built using comparison; hyperbole; metaphors; metonymy; impersonation, opposition; repetition; paradoxes etc.

Communication strategy in the automotive segment using semantic concepts - redundancy; continuum, zero morpheme semantic field and etc

Communicative strategy in the automobile sector based on drama; testimonye; narrative; poetics of action films etc.

PR communications in automobile segment

Events and its use in marketing communications of automobile segment.

Product placement in marketing communications of automobile segment.

Calendars as a tool of PR communication in automobile segment.

Marketing communications for automobiles in frames of art system.

Museum promotion of automobile companies.

Enterprise architecture of automobile companies.

13.45 – 14.15 – lunch

14.15 -15.45 – workshop

Automobiles and its marketing communications for sales promotion

Direct marketing communications in automobile segment

Merchandising communications in automobile segment

Show rooms as specific marketing communication tool in automobile segment.

Modern technologies and its application for marketing communications of automobile segment

Using of high-tech cameras, (Augmented Reality, 3D mapping (3D Mapping); interactive outdoor advertising.

Digital marketing communications in automobile segment

Digital advertising; Digital PR; Digital game events; digital communications of sales promotion; Direct digital marketing communications; merchandising digital communications; Digital aspects of automobile design.

15.45 -16.00 – break

16.00 – 17.30 – workshop

Integrated marketing communications in automobile segment

Advertising campaigns as integrated communications

Integration of marketing communications in automobile sector on the basis of marketing communications constants - trademarks, colors, images, music, slogans etc.

Integration of marketing communications in automobile segment through advertising appeal - the appeal of power, happiness, health, economy, archetype appeal etc.

Integration of traditional marketing communication

Integration of digital marketing communications

Integration of traditional and digital marketing communications

Context and its role in integration of different marketing communications - Ambient Media, contextual marketing communication, contextual communication strategies etc.

Effective advertising and marketing communications in automobile sector during a downturn

Marketing communications based on consumer fear in a crisis period - the appeal of uncertainty and fear, heroes myths, magical means myths etc.

Communication strategies that generate stable consumers’ interest - use of drama and scandal strategies in marketing communications of automobiles.

Marketing communications that reduce the cost of advertising - Ambient; comparative advertising; cooperative advertising, intertextuality as a communication strategy; sales promotion; involving marketing communications; viral marketing communication, etc.