Chapter 14

Developing a Strategic Advertisement Method: Case Studies in Science TQM - 1

Satoru Hifumi, Manabu Yamaji and Kakuro Amasaka


In this paper, the authors develop the “Video Unites Customer behavior and Maker’s designing Intentions, VUCMIN” as a new strategic advertisement method designed to enhance the desire to visit dealers in the automobile industry. The proposed method uses video advertisement, and was developed based on scientific approaches and analyses that focus on the standard behavioral movements of customers who visit dealers when choosing an automobile. This method, which is based on the different approaches identified in target customer profiles, aims to increase the desire of customers to visit dealers. After creating this video advertisement, customers were verified as having a positive opinion towards visiting dealers with a plan to purchase the vehicle featured in the video.

Total Pages: 133-142 (10)

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