The campaign aimed to promote Chevrolet vehicles to college students by developing promotions integrating the brand into campus life. Various marketing strategies were used including broadcast media, direct marketing, guerilla marketing, word of mouth, public relations, event marketing, sales promotions, and internet/interactive methods. The objectives were met through these efforts but could have been better achieved with some adjustments. Recommendations included continuing to support education and using a broader marketing approach to both students and the overall community.
3. Research Campaign Strategy Results November Campaign Public Relations Advertising Finance Event
4. Tell the Chevrolet story on campus Client Objectives Develop promotion(s) that naturally integrate the Chevrolet brand messaging and/or vehicles into campus life
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6. brand knowledge looks Interior Brand awareness Unreliable American Favored features cruze expensive upkeep affordable
11. Broadcast Media Direct Marketing Guerilla Marketing Word of Mouth 5. Public Relations 6. Event Marketing 7. Sales Promotion 8. Internet & Interactive
