Marketing Communications at Chrysler

Only available on StudyMode
  • Download(s) : 647
  • Published : April 5, 2011
Open Document
Text Preview
If you were director of marketing communications at Chrysler, how would you distribute Chrysler’s advertising dollar among online and traditional TV and print media? Defend your position.


As a director of marketing communication at Chrysler, it would be necessary to coordinate not only on its efficiency, but also the cost of advertising as well. As our knowledge perceives, not all of the consumers are only internet users, but also traditional TV and print media users. Hence, coordination of advertisement expenses will be coordinated based on the popularity of user on internet, traditional TV and print media. By comparing its popularity, the reference given below shows the popularity user (Internet User, 2010) has had a significant increase of up to 15 billion since the years 1996 to 2008 (World Bank, 2011).

A survey done by Pew Internet states that 88% of internet users say that internet plays an important role in their life (The internet and daily life, 2004). In short, it means that advertising in the internet might work more efficiently compared traditional options such as advertising through the TV and print media. Other than population and habits of users, one has to take into consideration the advantages and disadvantages of this course of action. The goal of advertising is to gain maximum exposure on our company or product, with the lowest possible cost. The main factor I am going to consider is cost-efficient ratio. The cost of advertising through television and print media varies, depending on the duration of time taken up or the number of pages required. Advertising during festive periods such as Chinese New year would cost more using conventional methods, compared to normal or low period like working days. On the other hand, internet advertisement not only allows one to display details explanations regarding their products or services, but also proves to be cheaper than other methods. Internet advertisement packages are offered...
tracking img