Media planning and strategy From Audi A1 to the Audi A1 Sportback Essay

Media planning and strategy From Audi A1 to the Audi A1 Sportback - Essay Example Audi’s ‘innovation’ and ‘engineering excellence’ has overtaken BMW and Mercedes in term of reputation. The decisive measure of marketing attainment is the commercial success of the brand. Over the last 25 years, the Audi’s Sales have amplified tremendously. Value sales have increased by 1,325% and Volume sales have gone up by 452% and Audi is the only one to increase its share in the market at this rate. People have become adapted to the repetitive use of the expression, the ‘information society’, to describe the current era. This is the age of information and the rate of access to information is accelerating day by day. Every day people are exposed to a large number of information in the form of advertisement mainly from the television, newspapers and internet. A human brain can manage a certain amount of information, so not all the information humans get exposed to be processed (Kelley, 2004). Different people are attracted to different information; this attraction is based on needs and desires. For this reason every organization targets a special target audience, who are persuaded to buy a product or a service. This is a digitally driven and networked society, media strategies are changing at an accelerating pace, and the internet has become a great tool of media consumption these days. Laptops, Smart phones and continues connectivity to the internet has provided hug e opportunities to the advertisers’ to convey their messages to the masses (Gail, 2007). The above graph is a comparison of brand measure â€Å"innovative models† between Audi, BMW and Mercedes. The graph clearly shows that Audi is increasingly adapting new and innovative techniques resulting in more innovating models. People consume a huge amount of media every day via radio, television, computer and mobile phones. According to a research it is estimated that the flow of information through different media