Question

Assume you are the marketing director of a brand who has just launched a new Electric Car. The new car aims at targetting old wealthy individuals who find Tesla a little "too complicated and High-Tech", the positioning of the new car is that is safe, easy to use and maintain, and also offers premium quality and elegant design. You are now working on the development of the Marketing Communication strategy and plan for the new car, you realise the importance of using one of the response models of the Hierarchies of Effects. Discuss which model will you adpot and why. Provide one Marketing Communication tool you will use in each level of the model and explain why

Answer 1

The marketing director should adopt the Elaboration Likelihood Model (ELM). For the central route of the ELM, a detailed brochure or a website can be used. For the peripheral route, a visually appealing advertisement or commercial can be used.

Step-by-step explanation:

In this case, the marketing director should adopt the Elaboration Likelihood Model (ELM) as the response model of the Hierarchies of Effects. The ELM focuses on the different cognitive processes that consumers engage in when they receive a persuasive message. Since the target audience for the new car consists of old wealthy individuals who find Tesla complicated and high-tech, they are likely to have high involvement in the decision-making process.

For the central route of the ELM, the marketing communication tool that can be used is a detailed brochure or a website that provides comprehensive information about the safety features, ease of use, maintenance, and premium quality of the new car. This tool will help appeal to the target audience's logical and rational thinking.

For the peripheral route of the ELM, the marketing communication tool that can be used is a visually appealing and elegant advertisement or commercial. This tool will create positive associations and evoke emotions of luxury, elegance, and prestige, which are important for the target audience.