Scene # 9. The One with Amiable Americans

V – for Vera Silk

B – for Bulat Kent

New York. Conference Office of Focus Advertising.

V: Hello! On behalf of ourselves and Focus Advertising, we would like to welcome you. My name is Vera.

Bulat: Bulat. Nice to meet you. We represent the Marketing Department.

I: Nice to meet you. I’m Irina

K: Kate. We are assignees of “I.C.E.” automobile company.

V: So how was your flight?

I: Oh,yes thank you. We haven’t even been in the front line of battle for a piece of leg room!

B: Did you succeed in your previous negotiations?

K: And indeed we have really made a progress in the whole process.

V: Ok. We glad to hear it. So get down to business. To begin with, we’d like to outline the advertising campaign we’ve developed for you.

B: We know that you have 2 types of car to be developed, so you need an effective promotion. You’ve made right decision when chosen our company services. Firstly, we’d like you to evaluate our ideas for a sports car image. Secondly, we will come up with ideas for a middle class car. Finally we discuss the media we plan to use. If you have any questions, please, don’t hesitate to interrupt us.

I: Yeah… We are ready to listen to you…

V: Let’s start our presentation with a sports car concept. As we know, it is a high-priced, top of the range model with a classic Italian design and wonderful technical possibilities. So, we have an absolutely clear and committed strategy to stress its quality.

B: However our main aim is waking up the consumer and creating an attention-grabbing advertising. Moreover, it is necessary to remember that our target audience is high-income executives with a subtle sense of style and amusement.

K: So I’ve got a question. What types of adv media are you exactly going to involve?

V: Well, all things considered, the idea of using eye-catching TV campaign and international press springs to our mind. It can be more effective, if we use celebrity endorsement. We don’t thing that promotion of sport car by posters, free samples and mail shots is a good idea. But luxurious exhibitions, where people can see and even test it, can help in launching product.

I: I see your point. Do we have an option of product placement?

B: Yes, Of course! It is a common knowledge that today placement becomes very popular and effective technique. And are obviously in the know of a new James Bond’ saga being filmed! We could speak about arranging for it!

K: Perfect!!

V: Furthermore, all types of advertising should be done with daring originality. Of course, our ad campaign has a slogan: That is “Iced heart of desert”. You can just feel this coveted brand becoming a new sophisticated toy in the hand of a new arab sheikh (шейк).

I: oh, regardless of you were thrown in at the deep end you managed to do it successfully!

B: Secondly we also have an ad for middle class car. So we know that biggest part of population have average wages, so they can afford this car with simple equipment, high level of safety and low fuel consumption.

V: We have done remarkable body of work, first of all market research and our advertising managers after long decision-making process determined with ad. Well, we suppose we should launch an advert in the Internet, because this type of media distributed mostly.

K: As you know, common people are very much appeal to TV-commercials. What do you think about these?

B: Of course. It covers extremely large audience segment. We can probably count on these media.

V: In addition, we are planning to place billboards connected with eye-catching pictures and after that we will run an informative ad in popular magazines.

I: Very interesting.

B: And of course, the crucial part of creating an image: slogan: “Everybody’s in!” So it reflects the very soul of the car, it’s CARFULNESS. So it’s money saving, really reliable, durable and practical acquisition. It is a real home on the wheels. You get your whole house in it.

We think that these ways of publicise middle class car will be mostly effective.

K: Well, indeed. We appreciate your work. That is a really well-structured and considered proposal.

I: I suppose we can underwrite the deal.

V: that’s great!

B: And may I wonder, what is the next point of your destination? You have such an amazing business grip!

K: Yes, thanks. Well, we are about to finish the product development stage. Now we want people to possess our product!

I – We are heading to Brazil to realize the first model.

V – Good luck you then!

Date: 2015-12-17; view: 700