Enhancing the Effectiveness of Marketing Communication Mix for Fiat Essay

Enhancing the Effectiveness of Marketing Communication Mix for Fiat 500 - Essay Example Maintaining consistency in marketing messages in an era of information democracy with a judicious mix of old and new media to presents more visibility cheaply while pointing to an interactive website that helps consumers make their mind is the way to go for the Fiat 500. An advertising message that highlights the unique capability of the Fiat 500 to upgrade to an electric car delivered on billboards outside of retail stores, on buses and outside of underground stations will present heightened consumer interest cheaply to enhance the effectiveness of the marketing communications mix. Consumers can interact with a website mentioned on the advertisement to seek further information on the Fiat 500 electric car, with social media, print, email, etc. adding support as necessary. Contents Introduction 1 The Role of Communications in the Marketing of the Fiat 500 3 An Advertisement for the Fiat 500 7 Conclusion 8 Appendix A – An Advertisement for Fiat 500 10 Bibliography / References 12 (This page intentionally left blank) Introduction It is important that the planning and execution of all types of advertising-like and promotion-like messages selected for a brand, product, service or company satisfy a common set of communication objectives to support a ‘positioning’ cost effectively (Percy, 2008, Pp. 5 – 10). ... ? 10) goes further to suggest that it makes sense to present a certain consistency in marketing messages in an era of information democracy because it is impossible to create brands in five minutes and marketing messages must position, integrate marketing channels and communications, protect a brand and add value to it. In addition, it makes sense for messages to focus on enhancing relationships with communities while remaining aware of consumer generated content models and evolution of technology. Thus, according to Pattuglia (2011, Pp. 7 – 10), a judicious mix of media, both old and new, that responds to the consumption habits of the traditional consumer, and the new consumer is essential for an effective marketing communication mix. However, while it is likely that products will become multi-platform with consumption and communication encompassing different marketing channels, the outstanding design attributes and prospects of a product must merit an emphasis in the communi cation mix to seek the attention of consumers to emphasise a satisfaction of their needs, aspirations and dreams (Posavac, 2012, Pp. 22 – 30). Fiat, which built its first car in 1899, is one of the pioneers in the automobile industry (Cammarata, 2006, Pp. 5 – 10). However, after the success of Fiat’s Grande Punto, which helped reduce the debt of Fiat from Euro 10 billion to just over Euro 1 billion, Fiat is now counting on the success of the new Fiat 500 on the global markets (Griffiths, 2007, Pp. 14 – 15) and (Automotive Engineer, 2010, Pp. 5). The design of the Fiat 500 aims to acknowledge the past without remaining captive to it and to cater to the needs of the future. Fiat 500’s fully integrated robotised engine, the 1.4 MultiAir, presents revolutionary valve management but Fiat