Lexus Campaign

BE SEEN

December 2, 2013 MICHAEL LATT

WILLIAM LEVINE

ADAM NUSINOW

JULIE RUSSO

TRACY SIGALI

TABLE OF CONTENTS

02 Executive Summary 03 Situation Analysis 04 Target Audience 05 Research 06 Creative Strategy 07 Campaign Overview 08 Cycle 1: IGNITE 12 Cycle 2: ENGAGE 16 Cycle 3: ESTABLISH 17 Budget 18 Campaign Evaluation

We believe awareness and emotion are crucial to our campaign because the luxury car market is oversaturated with brands. Each manufacturer claims that their automobile alone has the perfect innovative design, the most detailed technology. The claims have blended together so much so that the phrase, “best in class” has essentially become meaningless to consumers. We wondered what characteristics luxury car customers have that separate them from the average car buyer. Why do they choose to spend a significantly larger amount of their income on a luxury car, compared to a less expensive average model? We determined that it was that word: luxury. While luxury vehicles, and Lexus in particular, have superior features that separate them from other makes, the main reason consumers buy a luxury car isn’t just a new suspension system, LED running lights, or fuel efficiency. It is to be able to say they own a luxury car.

It was off of this idea that we based our campaign. We determined that people are paying just as much for a story to tell as they are for an actual vehicle. Our primary target audience is creative individuals aged 25-35. Through extensive research and brainstorming we determined that what these individuals want isn’t the greatest luxury car, it’s the respect and recognition that go along with it.

We constructed a campaign that does so much more than make consumers want to purchase a vehicle. We highlight a basic human instinct, to be noticed, and intertwine it with Lexus automobiles. By doing this we take away the categorization of Lexus as a transportation device and make it into something much greater.

EXECUTIVE SUMMARY

Lexus is by no means at the bottom of the luxury market. Sales have increased 10.2% since 2012, and the brand has been ranked among the highest in customer satisfaction among other luxury competitors.

Utilizing Lexus’s success and pursuit of perfection, our campaign will raise awareness of Lexus (specifically the 2014 IS and CT models) as well as create an emotional connection between consumers and the brand.

By choosing Blink you’re selecting an agency that believes advertising can do more then simply sell a product. As students at Chapman University, we’re experienced in all aspects of advertising. We understand copywriting, design, and media planning. But we are also experienced in other areas that have nothing to do with advertising in its traditional sense: music, abstract art, exhibitions, film. Somehow it all comes together and it just works.

We are inspired by your pursuit of perfection and, like you, we believe the pursuit is continuous. The concept that perfection is being constantly engineered, that something great can always be made better, has been a driving force in the creation of this book. Lexus is perfect, but we believe that, as an agency, we can continue pursuing it.

02

SITUATION ANALYSIS

RESEARCH OBJECTIVES Our research shows increased competition in the luxury market, leading to a high potential of fragmentation among sales to luxury manufacturers. Though Lexus’s newest marketing campaign has shown success (The IS in particular jumped in sales 10.4% from 2012 to 2013) the possibility of holding a smaller share of market remains a looming threat. While Lexus seeks to conquer this with innovative new designs and features, the inconsistent gap between the way Lexus views itself and the way it is currently viewed by its target audiences warrants a large obstacle to overcome.

STRENGTHS

WEAKNESSES

Outstanding Brand Loyalty Seasoned Lexus buyers are loyal to the brand and continue to promote it.

Higher Price Point In comparison to their competitors, IS and CT models are priced higher.

Highest Customer Service Lexus is ranked the highest in customer satisfaction among luxury brands according to J.D. Power and Associates.

Older People Complex According to recent surveys, many members of the target market perceive Lexus as a car for the older generation.

Friendly to the Environment Lexus maintains healthy cars in the luxury market.

Lack of Brand Awareness Lexus lacks a strong brand presence in southern California as compared to BMW and Mercedes.

At the forefront of Art and Technology The Lexus IS and CT have a sleek design that appeals to younger generation and new demographic

OPPORTUNITIES

THREATS

Consumer’s Income is Increasing The average median income is rising as the economic recession slows

Aggressive Pricing from Mercedes Bendz The Mercedes Benz 2014 CLA is priced at $29,000 with price emphasized.

Untapped Audience The playing field is wide open for new car shoppers from the digitally minded audience.

German Favoritism Consumers in target audience perceive German automobiles for their attention to performance and style.

Largest Population Capable of Car Buyers/Leasers The target demographic of 25-35 year olds makes up largest percentage of the population of southern California.

03

1. Discover what qualities, factors and features are most important to Lexus’ target market when buying a luxury car.

2. Determine the perceived strengths and weaknesses of Lexus with respect to its competitors 3. Understand the gap between Lexus and consumer perceptions of the Lexus brand 4. Determine the key differences between Lexus and competing luxury vehicles

Younger People Prefer Functionality Potential luxury car shoppers place more emphasis on functionality over style and appearance because they feel it is a more important aspect to spend their money on.

THE SUCCESSFUL

Spanning the ages of 34-45, these individuals are executives, managers, and other positions of authority in their careers. Though they are well established both financially and in their careers, they strive to continue their success. They appreciate recognition for all they have done to get to where there are, and consider image an important factor in major purchases. This group is buying their first homes, beginning to move from serious relationships to marriage, and is looking to purchase their first luxury vehicle.

THE SEASONED

TERTIARY

Ranging in age from 25-34, these recent college graduates are entering their first career. They live in rented homes or apartments because they cannot yet afford to make a major purchase. Work consumes a large part of their lives as they strive to prove themselves at new jobs. They are constantly busy and always moving, often leaving early and coming home late. Perception is important to these individuals as they want to be taken seriously and viewed as successful. Though they are not currently in the market for a luxury car, they are starting to think about what sort of automobile to invest in in the future.

Focus for this market is awareness of Lexus, rather then immediate purchase.

SECONDARY

PRIMARY

THE AMBITIOUS

Aged 45 and older, these individuals they are married with children, but still active leaders in the workforce, holding high and well respected positions. They are brand loyal and represent the seasoned Lexus buyer. Many are in the market for their third or fourth Lexus and are looking for the same satisfaction they have received from previous Lexus purchases.

AUDIENCE PROFILES

Mark Smith

Mark Smith is a white male aged 25 years old. Having started his career in the last several years, Mark struggles to climb the corporate ladder and gain recognition at his accounting firm. He is aware that he must go above and beyond to prove himself, and therefore spends nearly 60 hours a week at work. Though he struggles to make time for his personal life, he is able to designate several hours for maintaining his physique and socializing with friends. Mark enjoys a wide range of music, from indie rock to electronic. Above all he wants recognition and respect for his dedication to work.

Key Motivator: Seeking functionality as well as digital components as well as an overarching goal for social recognition Purchase Triggers: price, positive online consumer reviews, personal recommendation by peers Rationale: They make up the largest population of consumers with the ability to purchase luxury cars in upcoming years

Bob McCormick

Jackie Kim

Key Motivators: Seeking distinct characteristics that fit their personality

Key Motivators: Seeking quality and an easy driving experience

Purchase Triggers: Customer service, design and appearance, in-car experience

Purchase Triggers: Similarities to previous automobile, customer service, convenience of purchase

Bob is a white male aged 41 years old. He is a seasoned agent at a boutique talent agency, and is well recognized from his many years at the company. Through dedication and hard work he has earned many successes, both socially and financially. In Bob’s younger years he spent his nights at trendy bars, but now he spends his nights at home with his wife and but 8 year old daughter. He has settled down into a nice home in Beverly Hills, which he has fully paid off. Though Bob hasn’t had much time for family vacation, he now has the corporate and financial security to plan one. His annual income is approximately $110,000 a year.

Rationale: As financially stable individuals they are in the market for a luxury vehicle

Jackie is a Korean American female aged 51 years old.. She has been married for 20 years and has two children.

Jackie considers herself a traditionalist in regards to most social aspects of her life, however she is willing to step outside her comfort zone on occasion. Jackie has worked hard to get to where she is, both financially and in the business world, and continues to work with the same level of dedication, though she has already achieved success. She enjoys high end luxury fashion and romantic comedies.

In her free time she shops at local asian farmer’s markets, concocts healthy recipies, and spends time with her family.

Rationale: These brand loyal consumers want the quality vehicle they are used to, but with new features that make them feel up on the times.

TARGET AUDIENCE

Through research of Lexus as a company as well as current competitors we have determined three target audiences. Primary focus is placed on a younger demographic, playing a vital role as future Lexus consumers.

Each demographic is carefully targeted using a blend of print, online, and media choices that reflect their specific lifestyles and behaviors.

BARRIERS Primary research reveals that the consensus is that several stigmas and negative brand connotations exist against the Lexus brand.

NEW TO THE GAME

NO LONGER #1

Consumers largely regard Lexus as a brand for the elderly, and competition may boast higher amounts of college grads purchasing their autos.

Founded in 1989, Lexus does not have the “heritage” that other car brands possess.

A rank Lexus held over other luxury brands from 2000 - 2010

“Lexus has the oldest average customer of the three leading luxury brands in the U.S”

“The top spot “is a possibility, but not for a while,” said Jeremy Acevedo, industry analyst…”

“I just can’t see Lexus with its current lineup getting back ahead of the Germans.”

RESEARCH

WEAK PERCEPTION

FOUNDATIONS Assets that Lexus can use to its advantage.

TECHNOLOGY MAVEN

JACK OF ALL TRADES

Lexus provides quality innovation through integration of modern nav-tools such as Google maps, and Panoramio -Lexus Talk

Perceived as a positive brand that creates worthy cars.

INNOVATION & PROGRESSION Lexus was the first to introduce an eight-speed automatic transmission system, LED low-beam headlights, and a pedestrian detection system.

“Lexus has a proven track record of being one of the most forward-thinking manufacturers.”

-Gabriel Brindusescu, renown car blogger

“Lexus IS remains a well-rounded performer with exceptional reliability and value.”

-Kelly Blue Book

A large part of conceptualizing our big idea was discovering how to shift the perception a majority of our target audience had about Lexus automobiles. The general consensus was that the vehicles were meant for an older demographic with an income much more disposable then they [the 25-35 demographic] had access to. We struggled not only change that perception, but to create an emotional connection between each target audience and Lexus automobiles.

In today’s society automobiles are about much more then merely a way to get from point A to point B. The vehicle we own is essentially an extension of ourselves; it is how we are perceived. Anything can transport us to where we need to go, and choosing a vehicle for the pure necessity of transportation is simple. But the truth is, no one buys a vehicle for transportation. That is because what we are essentially buying is a story of who we are. Consumers want a car that reflects not only themselves, but the best aspects of themselves. This is a major component of our big idea.

Building off of Lexus’s “pursuit of perfection” we are positioning Lexus as a reflection of the target consumer.

When the consumer looks at Lexus they see the best aspects of themselves: their ambition, passion, and, ultimately, their success. Lexus is more then just a car to its consumers; it is the summary of all that they have overcome to get to this point in their lives. Lexus reflects the consumer because, like them, it has taken a journey (this is the pursuit of perfection). It has overcome obstacles and worked with relentless dedication and passion to become the best version of itself. The individuals that drive Lexus have not walked through life with ease and been handed their success. They have worked tirelessly to get to where they are; and Lexus is the tangible result.

CREATIVE STRATEGY

BIG IDEA: REFLECTION

TAGLINE: BE SEEN Our tagline is derived from the basic concept that every human being has an inherent desire to be noticed.

They want to be recognized for their accomplishments, efforts, and passion. While they are successful, they want that success to be validated by their peers. “Be Seen” stands not only for recognition, respected and appreciation.

TONE BOLD

SOPHISTICATED

PASSIONATE

CONFIDENT

06

CAMPAIGN OVERVIEW

CAMPAIGN OVERVIEW

In order to ignite awareness within our target audience, engage in two way communications, and establish an emotional connection between Lexus and its consumers, we implemented a campaign that embodies a passionate and confident tone across various diverse platforms. Our strategic eleven-month campaign will span across an assortment of media that represent the behaviors of our target audience.

We plan to utilize the lifestyle of our consumers in order to demonstrate Lexus’ prominent place above its competitors, its potential as a luxury vehicle for a younger demographic, and the emotional association its consumers have come to associate with it.

MEDIA STRATEGY

Our targeted eleven-month campaign will IGNITE interest and conversation about the new Lexus IS and CT among our target audiences, ENGAGE consumers through captivating content and promotions, and ESTABLISH Lexus at the forefront of people’s minds. The media strategy will focus on digital and print channels to maximize the budget and effectively reach our target audiences with content that resonates with them. Lexus’ digital strategy will establish an online presence, boost awareness among the target markets and align the Lexus brand with as the premiere luxury car through compelling sponsored content, interactive media, and multiple digital partnerships. This specific mix of media will heighten target outreach, highlight Lexus as a passionate, bold and trend-setting brand, and build life long relationships between

PAID

EARNED

OWNED

Paid media strategy will encompass traditional online and print advertisements in highly targeted publications and websites and compelling digital partnerships. Lexus will establish a cohesive message that reaches across all digital and print advertisements and promotions to effectively communicate the core pillars of the Be Seen campaign.

At the heart of the new Lexus IS and CT campaign is earned media. Our earned media strategy includes sponsored content, PR, and promotions.

Through compelling sponsored content that will deeply resonate with audiences and highly targeted partnerships, Lexus will demonstrate its passion to inspire and empower consumers. Furthermore, these brand experiences will allow audiences to interact with Lexus on a more personal and meaningful level and keep the brand at the top of mind.

Our owned media strategy will allow Lexus to utilize existing touch points to raise overall perception of the Lexus Brand and promote the 2014 IS and CT models. In addition to the Lexus social media channels like Facebook and Instagram, we will launch a microsite that will live on the Lexus.com homepage as a hub for the Be Seen campaign.

CYCLE 1: IGNITE MARH-JULY

To ignite interest and conversation around Lexus and the Lexus IS and CT models, we will launch several key digital partnerships to reach a highly targeted and robust audience, execute numerous promotions to spark two way communication between Lexus and audiences, and begin cementing our online presence on various websites and social media.

COMMERCIAL The thirty-second commercial will juxtapose quick cuts of a DJ in his early thirties playing a concert and a Lexus CT. The shots of the DJ will feature both close ups of his hands and face. His hands will be moving quickly in many different ways, implying experience. His face, which will have an expression of pure elation, showcases that he loves what he is doing. The shots of the car will feature primarily the interior dashboard and sound system, though the final shot of the car will feature the CT in motion. A song will be distinctly heard as the shots switch from the DJ to the Lexus, suggesting that the sound could be coming from either the concert or the car’s speakers. Copy in the last 10 seconds states, “You have reached the point where everyone is listening, make sure you’re heard. Lexus, Be Seen,” The commercial will launch on hulu and YouTube at the start of the campaign to reach a highly targeted audience. YouTube ads will run throughout the entirety of the campaign.

08

CYCLE 1: IGNITE LEXUS MICROSITE

Description: Lexus’ microsite will communicate the Be Seen message. The site will act as a hub for all curated and user generated content from the campaign, a space where the target audiences can go for tools and tips on driving and luxury lifestyle, and any other content from the Be Seen campaign. The microsite can be reached from the main Lexus website, and will feature information for both IS and CT models.

GOOGLE ADWORDS

To further bring Lexus to the forefront of our target audiences’ minds and support Lexus’ growing web presence, we will place Lexus IS and CT ads through Google Adwords with keyword searches.

MASHABLE Mashable is a leading source for news, information & resources for the Connected Generation. Mashable reports on the importance of digital innovation and how it empowers and inspires people around the world. Mashable’s 20 million monthly unique visitors and 6 million social media followers have become one of the most engaged online news communities.

To raise awareness of the Lexus IS and CT and leverage Mashable’s robust audience, Lexus and Mashable will collaborate to create the “Pioneers of Tomorrow” series to spotlight the brightest and most ambitious creative minds in entertainment, technology and science. The sponsored content will align Lexus with cutting-edge creative talent to showcase how the new Lexus IS and CT technology — like the showcased talent — delivers innovation for an unparalleled experience.

FAST COMPANY Fast Company inspires a new breed of innovative and creative thought leaders who are actively inventing the future of business.

With engaging narrativesas informative as they are entertaining, Fast Company motivates fans to think beyond traditional boundaries, lead proactively, and most importantly, embrace change.

Fast Company and Lexus Challenge: Fast Company and Lexus will partner to host the first “Finding America’s Emerging Innovators Challenge” that will run from April to June 2014 to coincide with Fast Company’s “The United States of Innovation” issue. The website will feature captivating content about the remarkable stories behind Lexus engineering.

10

MEN’S HEALTH Men’s Health is the brand for active, successful, professional men who want greater control over their physical, mental and emotional lives.

Men’s Health gives men the tools they need to make their lives better through in-depth reporting covering everything from fashion and grooming to health and nutrition as well as cutting-edge gear, the latest entertainment, timely features and more.

A 3 month long partnership with Men’s Health—“The Summer of Excellence”—will target ambitious and creative individuals and Lexus will sponsor content on MensHealth. com to provide users with compelling and useful content that will seamlessly integrate the “Be Seen” message and build brand awareness.

LOS ANGELES FILM FESTIVAL The Los Angeles Film Festival, presented by Film Independent and the Los Angeles Times, showcases the best of American and international cinema to nearly 90,000 guests.

The Lexus brand will be aligned with the visionary talent and excitement represented by the Los Angeles Film Festival.

Lexus will sponsor several red carpet gala premieres and LAFF’s signature series “Spotlight on the Craft”

11

FAST AND FURIOUS 7 PARTNERSHIP Jason Stathom, Vin Diesel, Paul Walker, Dwayne Johnson and Michelle Rodriguez lead a cast of returning all-stars as the global blockbuster franchise built on speed delivers the biggest adrenaline rush yet in Fast and Furious 7. After the huge success of Fast and Furious 6, the Fast and Furious franchise will significantly help Lexus reach a highly targeted and growing fan base.

Lexus’ partnership with Fast and Furious 7 will offer a unique opportunity to position the Lexus IS as a breathtaking driving experience and showcase the cutting edge technology and sleek design of the new IS. The centerpiece of the dynamic partnership with Fast and Furious 7 will be digital contest and augmented reality car showroom.

To engage audiences and raise brand awareness, Lexus will host a contest for fans of Fast and Furious for a chance to attend the LA premiere. Utilizing next-generation technology and stunning visuals, Lexus will design a custom augmented reality car showroom experience on Fast and Furious 7’s website that will let users virtually test and see what they look like driving the Lexus IS used byJason Stathom in the film. The virtual showroom features all models of the IS, a changing background image, and sharing tools to allow users to share their photo across top social media platforms.

In order to enter the contest, users will share their photo on Instagram, Facebook or Twitter using the hashtag #LexusBeSeen Digital ads for the contest and product placement will be placed on popular movie websites like Fandango.com and IMDB.com and car websites like MotorTrend.com. Lexus will sponsor behind-the-scenes featurettes about the making of Fast and Furious 7 to give fans unparalleled access and position Lexus IS as a beautifully designed car with unmatched driving performance in the luxury car marke

#LexusBESEEN

CYCLE 2: ENGAGE AUGUST-NOVEMBER

SOCIAL MEDIA

Utilizing Lexus’ establish fan base on social media sites like Facebook, Twitter and Instagram, we will promote the Be Seen campaign to increase awareness and build brand presence on the sites. The content published on key Lexus social media sites like Facebook, Twitter, and Instagram will be tailored to reflect the Be Seen campaign. Posts will cultivate two-way communication between Lexus and consumers, cross promote sponsored content from our digital partnerships, and build passionate relationships with audiences through exclusive and behind the scenes content.

To celebrate Lexus consumers’ passion and drive for excellence, Lexus will host an Instagram challenge where current Lexus owners will photograph themselves with their car and use the hashtag #LexusBeSeen. We will partner with Michael Kors to offer 3 winners free Michael Kors watches and create an Instagram feed on the microsite to spotlight user generated photos. The challenge will run throughout cycle two of the Be Seen campaign.

THE BROAD

The Broad is a new contemporary art museum built by philanthropists Eli and Edythe Broad on Grand Avenue in downtown Los Angeles. The museum will be home to the nearly 2,000 works of art in The Broad Art Foundation and the Broads’ personal collections, which are among the most prominent holdings of postwar and contemporary art worldwide.

Tactics: As part of Lexus’ mission to celebrate and support the arts, Lexus will sponsor the grand opening event for The Broad Museum in Downtown Los Angeles. Photos and exclusive interviews from the event will be hosted on the Lexus microsite. Lexus will complement the content from The Broad Museum grand opening with stories about Lexus design and passion for creativity.

13

GQ SPONSORSHIP For more than 50 years, GQ has been the premier men’s magazine, providing defininitive coverage of style and culture.

With its unique and powerful design, work from the finest photographers and award-winning writers, GQ reaches millions of leading men each month.

The Lexus partnership with GQ will solidfy Lexus as the premiere luxury brand amongst GQ’s audience Lexus will sponsor GQ’s annual Men of the Year issue. As part of the cross-platform strategy, Lexus will sponsor an Instagram Challenge to attend GQ’s Men of the Year party. Through an Instagram photo challenge sponsored by Lexus, users will take a photo that embodies the core attributes of #LexusBeSeen.

GQ sponsored Content will deliver useful and relevant articles with various tips and guides on how readers can live life to the fullest and strive for excellence in life. A digital Homepage takeover and print ad will coincide with the release of GQ’s annual Men of the Year issue. Lexus will pay to takeover the homepages of GQ.com and EW.com to substantially increase Lexus’ visibility amoung the target audiences. These takeovers will run during the publication of Lexus sponsored content and advertisements.

14

PRINT AD The print ad will be featured as a two page spread in GQ Magazine and Entertainment Weekly. In GQ the ad will be specifically placed in the pages directly preceding the Man of the Year feature. Rather than a typical magazine advertisement, the right page will be constructed from a reflective surface, mimicking the appearance of a mirror. When a reader opens to the ad they will be met with their reflection staring back at them. The left page will contain our headline “Be Seen” written in reverse, thus when readers hold the magazine pages together for closer inspection they will see the headline reproduced, legibly, on the right side of the spread. Body copy is written the typical left to right direction above the Lexus IS, leading up to the tagline “Be Seen.”

CYCLE 3: ESTABLISH DECEMBER-FEBRUARY

ENTERTAINMENT WEEKLY As the leading consumer brand for entertainment and pop culture, Entertainment Weekly has been the recipient of over 100 photography, design, and editorial awards.

Homepage takeover on EW.com during the Entertainment Weekly Entertainer of the Year issue. Lexus will sponsor a series of exclusive interviews with the Entertainment Weekly’s Entertainers of the Year.

BUZZFEED BuzzFeed is the leading media company for social news and entertainment, intensely focused on delivering high-quality original reporting, insight, and viral content across a rapidly expanding array of subject areas. The BuzzFeed site is rapidly growing and already reaches more than 80 million monthly unique visitors.

Through sponsored content, Lexus will further establish and cement its digital presence with the target audiences. The sponsored content will provide users with entertaining and useful articles

VANITY FAIR With a dedication to journalistic excellence, luminous photography and powerful storytelling, Vanity Fair is the first choice—often the only choice—for the world’s most influential and important audience.

Lexus and Vanity Fair will host a contest on social media where users can win $25,000 towards the trip of a lifetime.

16

BUDGET Cycle 1: Ignite March April May Online BuzzFeed Entertainment Weekly Fast Company Google AdWords GQ Hulu Mashable Men's Health Microsite Vanity Fair YouTube Print Entertainment Weekly GQ Partnerships Fast and Furious 7 Sponsorships The Broad Museum LA Film Festival Production Commission Total

17

June

July

August

Cycle 2: Engage September October November

Cycle 3: Establish December January February

Cost Impressions $4,975,000 344,123,316 $400,000 160,000,000 $300,000 7,100,000 $600,000 18,900,000 $125,000 50,000,000 $600,000 16,000,000 $500,000 5,000,000 $700,000 10,000,000 $750,000 17,250,000 $0 3,773,316 $500,000 6,100,000 $500,000 50,000,000 $322,960 1,919,164 $189,400 954,900 $133,560 964,264 $1,000,000 5,000,000,000 $1,000,000 5,000,000,000 $100,000 5,750,000 $50,000 750,000 $50,000 5,000,000 $402,040 $402,040 $6,800,000 5,351,792,480

OBJECTIVE Increase brand awareness for Lexus IS & CT models in the greater Southern California area by strengthening Lexus’s local brand positioning and perception.

BENCHMARK Lexus currently holds a small market share in the Southern California area. Campaign performance will be best measured by calculating dealership visits, and online impressions. BLINK’s goal is to increase Southern California Lexus dealership foot-traffic by atleast 25 percent.

EVALUATION TACTIC Prototype ads will be surveyed and viewed by focus groups. The purpose is to understand the issues and motivations that drive individuals to purchase a Lexus. The end goal is to determine the best allocation of resources given the marketing objectives, targets, and successful pre-testing results.

EVALUATION

Successful pre-testing will be determined if…

The target audience grasps and comprehends the idea

They find it relevant and engaging

They think the idea is authentic and innovative

They think it positively separates Lexus brand from other luxury car brands Pre-testing will determine the ad’s effectiveness based on the focus group’s responses, feedback, and behavior.

The groups will consist of the previously established primary, secondary, and tertiary

demographics.

Post-testing

Longitudinal studies, where the same group of respondents are tracked over time. This will be

an adequate measurement of success of the campaign because the study will span over several

years.

This will include measurements of the following:

Southern California dealership foot-traffic

Online impressions

Lexus brand awareness

Luxury brand preference

Product usage & attitudes