The New Hyundai Elantra II, Essay Example

The local car dealer should consider advertising on top 40 stations in order to appeal to the 28 to 40 demographic and 70s and 80s stations to appeal to the portion of the demographic that are reaching retirement age. For the younger crowd, stations such as ZM Auckland, LFM in Whitianga, and The Edge in Auckland would be relevant. It is likely that even if members of this demographic do not particularly enjoy modern hits themselves, they are likely to listen to the music because it is what their children listen to. Since this demographic works in office jobs around town, it is necessary for them to commute to work and it is likely that they will listen to top 40s stations during the drive. Stations that feature adult contemporary in addition to era specific music will be preferable for the older adult groups. Therefore More FM would be a reasonable station to advertise on, which is enhanced by the fact that it is accessible to a people living in a variety of areas. The Hits would also be a reasonable station due to the style of music it plays in addition to its accessibility.

It is important to refine this campaign in a manner that will allow it to be heard by the target demographic that it intends to reach. Therefore, it would be important for the car dealership to reach the young 28 to 40 year old male demographic by airing the commercial during the morning and evening rush hour periods. These are the times in which these individuals are most likely to be listening to the radio in the car, which makes them a captive audience. If these individuals are considering the purchase of a new car, the advertisement will be particularly effective because it will allow them to consider the differences between the car that is being advertised and the one they are currently driving. Marketing the car as an affordable luxury would be beneficial as a result. It would be beneficial to run this ad only between Monday and Friday because this population is more difficult to target over the weekend.

Furthermore, since a majority of the older adult population is retired or entering retirement, it would be beneficial to air the commercial periodically during their waking hours. For example, the ad should run between 8 AM and 5 PM when these individuals are most active. It would be helpful to run the ad at least once every hour in order to maximize the number of individuals that are able to hear it.

The radio ad should complement this television advertisement by being presented during the day time as indicated by the previously mentioned time slots. Since a majority of families are at home watching television in the evening, this is an effective advertising move. These families will be reminded of the Hyundai car during the day as they travel to work or run their errands. For a four week period, the advertisement should be aired on the top 40 stations 3x during each respective rush hour period, at least once an hour. The same technique should be used to market to the older adult population, although this will require the advertisement to run on the radio 8x per day, at least once per hour during the aforementioned times. This marketing tactic will allow the company to balance cost efficiency with results.