...China Media Research, 9(3), 2013, Zheng, Case Study of Audi’s Brand Repositioning in China A Case Study of Audi’s Brand Repositioning in China Lu Zheng University of Florida Abstract: Based on a comprehensive review of Audi’s press releases published from 1999 to 2007 and in-depth interviews with Audi’s public relations professionals, this case study identified media relations, event sponsorship, and corporate social responsibility as Audi’s main public relations strategies for its brand repositioning in the Chinese market. Each strategy and related tactics were first illustrated by specific examples and then surveyed in light of contemporary public relations and mass communication theories. [China Media Research. 2013; 9(3): 64-73] Key words: Audi, brand, reposition Introduction Audi, a subsidiary of German car manufacturer Volkswagen, entered the Chinese automobile market in 1988. In the late 1990s, or one decade after its China debut, Audi, with the help of Ruder Finn, a New-York based independent PR firm, began to implement a brand repositioning strategy in China. By the mid-2000s, thanks to its unremitting PR efforts, Audi has successfully repositioned itself from a government car brand to a premium car brand targeting successful business professionals (Ruder Finn, 2007). Since the launching of its China production in 1988, Audi was designated as the “premium government car brand” dedicated to serve high-rank government officials. In contrast, middle and low ranking government...
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...person-to-person contact between PR professionals and members of the media, such as journalists and television news reporters. However, several trends are developing that alter the tasks performed by PR people. In most cases these changes are the result of new Internet technologies that are quickly gaining widespread acceptance among Internet users and are becoming new media outlets in their own right. Trends include: Updating Corporate News Corporate Blogs Social Media RSS Feeds Podcasting Search Engine Optimization PR Trends: Updating Corporate News Developing websites has long been a time-consuming and often overly technical undertaking for the vast majority of marketers. However, this changed with the evolution of easier to use website development applications, called content management systems (CMS), which allow for quick creation and convenient updating of site information. With CMS those with access, including public relations personnel, can add information on a regular basis. In addition, posting company news to websites can be tied to social media and RSS feeds, thereby allowing for automatic notification. Many journalists and other media members are finding social media and RSS feeds to be a more convenient way to acquire information, particularly if they follow certain industries and can monitor specific industry information websites. By subscribing to relevant social media and RSS feeds, members of the news media have information delivered to them...
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...How Has YouTube Changed The Music Industry? The people in control of the music business have always been threatened by new media. When the phonograph record originally emerged it was feared that it would kill off live music. In the early ‘80s the music industry campaigned against the cassette tapes, claiming that, “home taping is killing music.” Retrospectively, in both cases, quite the opposite proved true. The most recent example of this would take shape in the form of the internet, and more specifically one of it’s most visited mediums, YouTube. YouTube has become the third most visited website in the world behind Google and Facebook. Since its creation in February, 2005, YouTube saw rapid growth; sixteen months after its creation, 100 million clips were being viewed per day. YouTube users have developed a community in which technology has enabled new kinds of musical creativity. The internet and YouTube have now become technology that challenge the way we perceive music, musician and audience. Teens evidently don’t see computers as technology. It’s as if they have developed an innate ability for text-messaging, iPodding, gaming, and multitasking on multiple platforms. They can share their life story on Facebook, entertain each other on YouTube, muse philosophically in the blogosphere, contribute to knowledge on Wikipedia, and create cutting-edge art on Flickr. (Hartley, 2009) Lange (2008), an ethnographic researcher, discussed a number of misconceptions people have...
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...re-enactment 2, re-enactment 3 Costume : business attire Things needed: Sounds Music Laptop Speaker Bangko Kimkim sign (2) Posters for the concert Presentation Flow * The president is not satisfied with what his bank have achieved, he will think of something deeply/ visualize/ dream / reflect. * Then, he will search on the internet about Public Relations. * The President will call the secretary to hire someone to “do the PR” for the bank. * The Secretary will post a wanted signage. * Experienced PR person saw the signage and he will be interested about it. * He will be applying for the job. (Note: two other applicants in line) the secretary will call his name. * Interview Session President : Good morning! Applicant : Good morning Mr. Celdran, I am applying for the position of Public Relations person. President : oh I see, can you tell me more about yourself? And just call me Mr. Miguel Applicant : I am a graduate from De La Salle University- Dasmariñas taking an extensive course in Public Relations. I join the first national PR conversity here in the Philippines. I have worked in PR Dasmariñas for about 5 years. President : Honestly, I am quite unfamiliar with Public Relations. I am fairly sure that PR can help us plan promotions and stage events that will attract new customers. Applicant : That is very possible with PR Mr. Miguel ! I’d like to add that we can do much more. Public relations is keeping your...
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...To evaluate the effectiveness of United Airlines’ response to Carroll’s viral video, we have to take into consideration what they were hoping to achieve with their responses. In this case, the messages that United issued contain indications that their focus was on damage control rather than process improvement. Although United did indeed actively reply to tweets and other social media communications, they made no real effort to amend the underlying issue that caused the PR debacle in the first place. United’s treatment of its customers has not improved, as evidenced by their continued inadequacy in customer service. This is shown by their poor standing on J.D. Power & Associates’ 2011 North American Airline Satisfaction Study. United’s response is also lacking in transparency and candor that a sincere admission of guilt would have displayed, and this is evidenced by their vague assurances such as that they would use Carroll’s video for “training purposes.” However, it is also possible that United’s management was aware of the fact that damage control by issuing apologies, however insincere, would be adequate. After all, although it is hyped that United’s shareholders lost $180 Million from Carroll’s video, data shows that they quickly regained this “loss” within a month. Thus, it is fair to say that United handled the incident well in a purely financial sense, but not in an ethical sense. In retrospect, it is not surprising that “United Breaks Guitars” became a viral video...
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...Module Code and Group Number. FAILURE to do so| |may result in your assignment being delayed. If you are unsure of any of the above please check at the Business School Student Centre | |Reception. | |Student Number (s): | | | |1028400 | |Programme:(e.g. Business Management) |MUSIC INDUSTRY MANAGEMENT | |Module Title: (e.g. Studying for Business) |MUSIC INDUSTRY ENVIROMENT |Seminar Group |1 | |Module Code: |HR1009 |Word Count |2,457 | I confirm that no part of this assignment. except where clearly quoted and referenced. has been copied from material belonging to any other person e.g. from a book. handout, another student. I am aware that it is a breach of UEL regulations to copy the work of another without clear acknowledgement and that attempting to do so renders me liable to disciplinary proceedings. SECTION B: (to be completed by the tutor marking assignment) ...
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...Top Advertising Companies In South Africa 1) Ogilvy & Mather South Africa In 1948, David Ogilvy founded the agency that would become Ogilvy & Mather. Starting with no clients and a staff of two, he built his company into one of the eight largest advertising networks in the world with more than 450 offices and 18,000 staff across 169 cities. Ogilvy & Mather South Africa’s origins lie with a small hot shop in Cape Town, founded by Bob Rightford, Brian Searle-Tripp and Roger Makin in 1976. After merging with Ogilvy in 1980, Ogilvy & Mather RS-TM dominated the local creative scene during the first decade and over the next twenty years was recognized as a brand-focused agency that acted with integrity. During the 1990’s, Ogilvy & Mather South Africa soared creatively under the leadership of Robyn Putter (1950-2010), who eventually went on to become the global creative head of WPP. Today, Ogilvy & Mather is the leader in the industry, focused on building and transforming brands. For more than 50 years, O&M South Africa has created iconic advertising for clients such as KFC, VW, SAB, BP, DStv and Kraft, and we continue to live by our founders credo of “We sell, or else”.on Portfolio: http://www.ogilvy.co.za/2013/07/audi-audia3exchange-case-study/ Why? I Think the fact that they shave been in the business for so long, and handle major accounts and have won numerous awards time and time again proves to be good at what they do. They are the best...
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... and overall political unease, the band used their music as a microphone. Beatlemania grew from screaming teens at the front row to a new way to channel their opposition of the status quo. John Lennon in particular became very vocal and, “decided to use his media fame on an even bigger scale: to become an advocate for peace" (Syverson, 2014). Like most in the United Kingdom, The Beatles were affected by political decisions, such as high taxes. As celebrities, not only did they utilize their position in society to voice their opinions, they also spoke on behalf of their fan base. The fans followed the example of their idols to voice their own opinions and question political and societal authority. While One Direction do not possess the same political drive that The Beatles had, they too have used their status to raise their voices. For example, they teamed up with Global Citizen to promote social activism as a means to end extreme poverty. Given the political climate when The Beatles gained popularity, their public sphere, a concept from the 18th century was incredibly different than our modern sphere. In contrast to the limiting nature of technology in the 1960’s, modern media is oversaturated with platforms for discussion. The chief difference in the ‘public sphere’ in regards to The Beatles and One Direction is how fans gather and the meaning behind their discussions. Despite One Direction’s wide reach through mass media and their various humanitarian campaigns, their fans...
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...Cztrom: 1930s caused a shift, 4 trends allowed the rise of modern media research propaganda research- war efforts public opinion- mseaures public attitudes citizen surveys for insights on social behavior and differences ex: deep water drilling poll pseudo calls (online, call in) to address the question of th day social psychology studies- measures the behavior and cognition of individuals Payne Fund studies: Marketing research- surveys on consumer buying habits * connecting cocooning: happy affluent family on the eastern coast, all having their own private media bubble today, the family would have ereaders or IPADS, ambient connectivity visions of the future digital home clip 1: vacuuming the house clip 2: a day made of glass the digital home expensive, the good life average person consumes 34G’s a day information abundance “wealth of information creates a poverty of attention” – Herbet Alexander Simon we can only read about 1-2 pages and then we bounce glance theory- we only glance at channels, ads, status updates and then move on hierarchy of digital distractions – least=work, middle=facebook, twiiter, high=romantic email, top= digital pain like dropping a phone, screen crash “once I was a scuba drive, and now I am a jet ski” selective retention theory: how we read weed through the information abundance, read some, then bounce. Communication fatigue- tamagotchi trend in social networking… basically you need to all update your facebook, twitter...
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...Personal selling plays a minor role, for industrial Goods such as machinery. 4.) THE STAGE OF THE PRODUCT PROMOTION’S LIFE CYCLE AND THE TARGET PROMOTION PRODUCT LIFE CYCLE (CPLC) – the course of a product’s sales and profit over its lifetime. Every product seem to go to PLC –it is born, goes through several phrases, and eventually dies as younger products come along that better suit and serve the consumer needs. METHODS USED TO PROMOTE A PRODUCT: A. ADVERTISING Is a tool that is available for everyone to use. Presentation and promotion ideas, goods, or services. ADVERTISING is MULTIDIMENSIONAL. I t can be viewed as a form of communication, as a component on an economic system, and as a means of financing the mass media. It can be also viewed as a social unit, as an art form, as an instrument of business management, as a field of employment, and as a profession. OBJECTIVES OF ADVERTISING The ultimate Goal of advertising is to increase the...
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...DIGITAL & SOCIAL MEDIA MARKETING FINANCIAL TIMES SPECIAL REPORT | Wednesday March 7 2012 www.ft.com/digitalsocialmediamarketing2012 | twitter.com/ftreports Advertisers rush to master fresh set of skills There are great opportunities, says David Gelles, but companies are still largely feeling their way Inside this issue Cautionary tales David Gelles finds reasons to be careful when companies take advertising online Page 2 B2B Paul Taylor sees a chance for business to gain traction with customers Page 2 Ownership Ajay Makan looks at the wide variety of corporate responses Page 2 Viral campaigns April Dembosky looks behind the success of internet sensations Page 3 Marketing budgets Tim Bradshaw says campaigns via social media are still often unpredictable Page 3 A life in the day David Gelles follows the chief marketing officer of Gannett Page 3 Advertising Predictions of the display ad’s demise are premature, writes Jane Bird Page 3 Mobile Tim Bradshaw explains why the promised land is not quite with us Page 4 On FT.com April Dembovsky explains everything you need to know about Pinterest O nly a few years ago digital marketers might have thought all was plain-sailing. After a decade of disruption wreaked by the emergence of the popular web, companies and advertising agencies had finally understood the intricacies of placing online display and search ads. Yet in the past few years, a new generation of technologies has come along to disrupt once again the way advertisers...
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...Beats Head phones - YouTube Integral to future proofing the success of Beats Headphones is the design and implementation of relevant social media platforms. Currently beats uses (i) Facebook, (ii) Twitter, (iii) Tumblr, (iv) Instagram, (v) Google plus, (vi) Pinterest and (vii) YouTube In this section we will concentrate on the impact YouTube can have as a social media networking platform, to market the company’s core philosophies and also engage customers and potential customers through a visual and audio medium. Here are two important statistics to note: 1.YouTube has more than 1 Billion users 2. Localised in 75 countries and available in 61 languages To successfully manage this brand a thorough understanding of YouTube is paramount. Using Mangold and Faulds, ‘Social media: The new hybrid element of the promotion mix’ as a Bible we can effectively analyse how YouTube can be utilised to its maximum potential. Mangould and Faulds state that “the emergence of Internet – based social media has made it possible for one person to communicate with hundreds or even thousands of other people about products and the companies that provide them. Thus, the impact of consumer-to-consumer communications has been greatly magnified in the market place” From an Online Community perspective we want to engage with our customers and create a community that shares interests, sentiments, behaviour and objects. On Beats YouTube site currently, there are a number of EminEm(Rapper) and Lady Gaga...
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...provide me with an opportunity to work on this project. I will be ever grateful to my guide Professor Ms. Ritu Sharma, for her exemplary guidance, monitoring and constant encouragement throughout the course of this project. Without her help I would have never been able to complete this project. The blessing, help and guidance given by her from time to time shall carry me a long way in the journey of life on which I am about to embark. . CONTENTS * Definition * Objective of Public Relation * Types of Public Relation * Elements of Public Relation * Process * Tools * Additional Activities * Departments of Public Relation * Code of Ethics * PR Laws * Skills Required * Role of PR in Government...
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...Requirement: 9 + 1 (online developer) * Photoshop skills preferred BAZINGA! Beat Boxing Gaming! Chill Out Zone Face Painting Zorbing T-shirt Design Fun Workshops Pot Pourri Tug of War PaintBall Quizzes BAZINGA! • What we look for: – Enthusiasm – Wacky ideas! – Crowd engaging skills – Ownership • PGP1 Team size: 20 LASYA Lasya Dance event of Mridang -One of the most awaited events of Mridang Mudra - Group Dance Lasya Jugal Bandi - Duet Abhinayam - Solo Lasya What we expect Enthusiastic Passionate about different dance formats Willingness to explore and bring fun to campus 8-10 PGP1s Selection Process Apply Pre-Process Interview Lasya Member JAGRITI JAGRITI What we do? • Social initiative with the motto of spreading awareness in the society on critical issues such as education, hygiene, health etc. • Interacting with people from varied strata and segments of our society What we look for: A selfless passion to give back to the society. Good communication and people skills. Dedication and enthusiasm What you gain? • Satisfaction of contributing to the betterment of the society. The best part!! • Develop...
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...Public Relations Public Relations identifies and establishes mutually beneficial messages between them and the organization. Most times they deliberately plann and sustain effort to establish and matain a connection between and the organisation and the public. In the entertainment sector, my job will be to generate positive press and media exposure for their famous clients and make sure that their public reputations remain flawless. As a entertainment PR manager for a music group my everyday job will be very busy as I would have to keep the public talking about the group that I am representing. I will be dealing with television, radio, press and online media in all areas of intrest. Market research would be a start if I was to see a group for the first time, I would need to see what genre of songs this music group are making and what kind of people listen to their genre of music. In order of doing this I might have to phone up apple and ask for a chart of who is listening to the songs that Gucci Gang are making. At this point I would now have a particial set of audience that I can target. For example if apple gets back to me and tells me that people from ages 16 to 25 are listenting to my clients songs. I would then be able to find what my audience do in their speare time by holding events like focus groups to complete surveys. With this information I would then be able see where the target audience spend their time which will then lead me to be able to stategise on when...
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