Abstract
This paper is to give some recommendations to Alfa Romeo's advertisement regarding the Alfa Romeo 159, as it is not really attractive in the consumer's point of view and seems to be odd in conception, especially if we compare it to the BMW.
Firstly, regarding the title of the ad “Alibi n°27”, we don't really see a link between Alfa Romeo's strategy and the implementation of the new technology. By looking at the title we think that, the reason of purchase showed in the ad is not relative to the standard of the car as it speaks only about “the particulate filter”. We firmly believe that the Italian temperament and assets are to be pointed out as it is a premium product and not just a title on top. Our advice is to implement the driving pleasure given by an Alfa Romeo and the target price, as for example “The pleasure of driving an Italian diva at €27,000”; this will attract customers by showing the advantages of driving an Alfa Romeo 159. Contrary to the BMW ad, we are not attracted by the print, there is no real point in trying to keep the attention of the public. As explained in the analysis of the ads, the purchase of an Alfa Romeo is “implicating a purchase”. Then, the ad has to be joyful and expurgate, the background of the picture should be lighter to contrast with the black color of the car and represent an environment where the car is efficient. Furthermore, the maker of the advertisement decided to put in the advertisement the “SportWagon Version” which matches the “big family” needs. However, we think that the choice of the “Saloon Version” would be more appropriate as it represents the values and characteristics of the brand and points out the pleasure of driving an aggressive Italian car.
To summarize, the essential information regarding the brand and the car has to be implemented to highlight the premium product and the values of the brand to customers.
