Watch the following video case:
- Describe some of the marketing challenges that VWA faces in achieving their ambitious sales goals in the US according to the video case.
- According to the video case, how does the US automotive market differ from the rest of the world ‘s automotive markets?
- Describe the importance of the US market for VW’s worldwide success according to the video case.
- Describe the Agency “Pitch Process” that Deutsch LA participated in to win the VW business in the US.
- Describe the rationale behind the “Punch Dub” campaign and how it was developed to promote the entire VW product line.
- Describe the IMC approach used for the “Punch Dub” Campaign as described in the video case.
Include the different “touch points” that formed part of this campaign.
- According to the video case, what type of metrics does VWA use to measure the effectiveness of the IMC campaigns?