• Reach Ford’s target audience of truck buyers (males ages 25-54) • Create brand awareness and differentiation to maintain leadership position • Build critical sales of the new F-150 model
• Generate purchase intention and sales
The complete communication plan
One Day Reach = 40%!!!
Ford promoted its F-150 truck using a "roadblock" on the Internet-- running banner ads for 24 hours on the same day on the three major portals (AOL, MSN, and Yahoo). More than 50 million Web surfers saw the Ford ad and millions clicked on the banner (this is a measurable response). The three major portals attract 70% of Americans to their websites monthly. According to Business Week, the Internet now accounts for 14% of the media time of Americans. Advertisers are very excited about an advertising medium that has a built-in tool to measure the effectiveness of the AD. Television ratings, on the other hand, measure how many individuals watch a particular program but many of the viewers do not actually see the commercial. The Internet is used by consumers to search for information--according to one study; car shoppers spent an average of 5 hours researching cars on the Internet before visiting a showroom. This makes it very important to use online advertising. Ford's breaking the campaign into two phases. Phase I is simply known as the "Tease Campaign." The script for the launch commercial in the "Tease Campaign" reads, "A truck like this isn't built in a factory. It's built in the farms and the fields, on concrete streets and crowded construction sites that map the landscape of an entire country."
Phase II is titled "Earned the Right" and four commercials will air in rotation as the NFL regular seasons gets underway. One script from Phase II reads, "We didn’t just give the new Ford F-150 more...