Lamborghini Aida Profit Campaign Paper

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Lamborghini AIDA Profit campaign paper Lamborghini Founded in 1963, Automobili Lamborghini is headquartered in Sant’Agata Bolognese, in Northeastern Italy. There it manufactures some of the world’s most sought-after super sports cars. With more than 120 dealerships worldwide, Automobili Lamborghini is building on a succession of dynamic and elegant super sports cars Awareness People’s awareness of Lamborghini is to do with the beauty and the performance of the car: about how fast they go; the wild bright colours that are used; the unusual shape of the car. The company promotes the beauty and performance of the cars by taking pictures of the them driving very fast down long straights and around sharp corners, or having the car stand in an unknown location while cameras take shots of it at different angles. In most media advertisement channels, Lamborghini emphasises the colour of the car by making it more bold and noticeable. It uses different promotional techniques to raise awareness depending on the type of media channel used: • TV: the way Lamborghini uses TV to promote their cars is to tailor the format of the advert to the properties of the individual car. For example, the new Aventador 700-4 is a rough, powerful, “out-of-control” car, so it is advertised, usually in colour, with the car sliding around earthquake cracks in the road and off- roading with dust being thrown into the air behind the car. But with the Gallardo lp 560, which is a nice luxury, smooth and elegant car, it is advertised in black and white, by having the car gliding along the road and smoothly drifting around city corners. • Radio: Now because we can only listen to the radio, a radio advertisement is more focused on how the car sounds and what statistics it has. It would have a soundtrack of the car driving with its roaring engine and a voiceover talking about the statistics

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