Jeep has built a strong brand community through its understanding of consumer behavior. Examine the following resources, then answer the questions that follow.
Resources:
- Television ad “Reveal”
- Television ad “Built Free”
- Television ad “Whatever Days”
- Jeep YouTube Channel
- Jeep Facebook
- Jeep Twitter
- Jeep Website
Discussion Questions:
- Describe the external search process you went through in purchasing your last vehicle. How extensive is the external search process for most consumers for a new vehicle?
- Examine the three television ads for Jeep. Which did you like the best? Why?
- Examine the consumer buying trends discussed in the chapter. Which trends do the TV ads exploit? Explain.
- What information does Jeep provide on its YouTube Channel? Based on the concepts of consumer buyer behavior presented in the chapter, discuss why you believe this information is on the YouTube channel.
- Examine Jeep’s Facebook and Twitter pages. Discuss the three components of attitude in terms of the Facebook and Twitter page designs. Provide specific illustrations to justify your discussion.
- Examine Jeep’s website. Discuss the content of the website in terms of providing information for an external search.
In comparing the various mediums Jeep uses to reach its customer you find a consistent message strategy: appeals to the conative component that has to do with adventure, exotic exploration and off-road experiences; coupled with a cognitive and affective appeal to the continued quality provided by the product. Each medium leveraged these aspects of the advertising campaign in various ways.
The TV Ads showed the Jeeps in off-road situations providing exotic experiences. Each ad featured a different Jeep product, but each was in an off-road situation. One appealed to an older generation wanting to get away from it all; another appealed to the younger generation wanting adventure. In each, craftsmanship and reliability were stressed.
The YouTube ads appealed to a younger demographic. In some of the pictures, the actors are shown doing physical activity that then is associated with the Jeep adventure: skateboarding, etc. These short videos are very similar to the TV ads in their use of the product in relation to the consumer. Again, craftsmanship and reliability, and quality are mentioned. The use of the song Renegade was very effective in reaching this young audience and keeping their attention. I have watched this ad on TV and have found that I now associate the song with the car.
The Facebook and Twitter ads were similar to one another. In each, the product is shown in photos with short messages, usually endorsements. The Twitter ads include messages associating the product use with protecting the environment. It features older Jeeps that are still in use to promote the concept of reliability. Both allow users/customers to post to the site with endorsements. The Twitter feed reads like a series of tag lines — very short messages that effectively reach and appeal to the younger audience.
The website is designed for the Cognitive user; the one wanting to research to determine which product to buy. It includes comparisons and allows the user to determine trade in value; build a price by the vehicle features, payment calculator and other informational tools to provide a high-level user to engage in research to determine whether to buy. One other feature is that it allows the user to opt in for updates on new inventory and also provides information on special offers and incentives. The search also includes a “find a dealer” link. It also relies on the message of quality, strength and “exotic” experiences. The Jeeps in the photo are placed in off-road photos in exotic natural settings.