Opel case study of integrated marketing communication

Date of publication: June 15, 1992

Author: Dick Hage

Abstract:

The quality of the products and the level of the creative being more or less equal in the highly competitive automotive marketplace, it is essential to figure out a way to break through the media and advertising clutter today's consumer is exposed to. We propose to use tactical Total Communications mixes in the typical cyclic pattern of European car selling seasons. With Total Communications mixes, we at least reach the target consumer to deliver the message. To ensure the most impact in the most purchase prone target group we have successfully used Direct Marketing as the main element in several Total Communications mixes. We propose to use mass-media advertising, public relations, sales promotion, and point-of-sale material to reinforce the message already delivered to the target prospect by direct mail.

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