Advertising Infiniti Essay

Moreover, consumers were hardly confused by the advertizing and it even became a runt of Jokes by Jay Leno and David Letterman. It is obvious that it is necessary to analyze the mistakes that were made by Nissan. It should be said that for a achievement of any product that is advertised it is vitally important to take into consideration quatern key elements, four takes of consumers involvement. The first level is Extended Problem Solving. This level occurs when a consumer is inexperienced in a particular consumption setting or buying situation yet run acrossing its setting to be interesting and highly involving.It is a deliberate decision-making process that includes the explicit need recognition, cargonful internal and outer hunt a thorough evaluation of alternatives, and a lengthy and involved post-purchased evaluation. In the case of Infiniti Nissan was evidently only on its way to invade the market of the US. Naturally it could not have enough selective information about the real needs of American consumers. Moreover, the company could only underestimate its main competitors, including Toyotas Lexus, which operated at heart the same segment of the market.The company lso needed to gain the recognition of the American consumers that was not an easy task. The adjacent level is Limited Problem Solving, which implies a low experience and decision making process. The information search is usually limited to the first brand that the consumer encounters in that particular product category. At this level of involvement, the consumer is simply seeking adequate solutions to mundane, everyday problems. An example of this may be a purchase of Pampers shortly aft(prenominal) the new mother receives a complementary package of them when she leaves the hospital.It also could be the result of receiving a footrace offer or a discount coupon. Probably Nissan Infinitis campaign was Just hold in the wrong time since the need was not so significant as it actually sho uld be for a successful introduction of a new automobile in the market. Not less important is the level of Habit or Variety Seeking. Traditionally a habit purchase occurs when the decision is uninvolving and a consumer simply purchases the same brand from the product category over and over again. Habitual purchases are one of the close common types of the decision-making ode, but it is necessary to remember that habits may be disrupted.Actually it is exactly what Nissan has to be do for, as I has already been mentioned at the beginning of the 1980s Japanese companies share was about a quarter of the general American market, consequently Nissans share was even less significant. In such a condition American consumers would rather buy a traditional American car than a Japanese one. However Nissan also had a chance because Variety Seeking occurs when a consumer has a disposal to switch brands to avoid the boredom and routine of habitual buying. But despite this fact the consumers st ill remove from their original consideration set of alternatives.Finally, Brand Loyalty is extremely important particularly in the contemporary business. In this level, there is high involvement and a very rich prior experience recital that Nissan obviously lacked at that time. However, once gained it will be very effective especially in the advertising campaigns since it is based on highly favorable attitudes toward the brand, a conscious commitment on the part of the consumer to find this brand each time the consumer urchases from this category, and it provides high emotional benefits for the consumer.Thus, taking into consideration all above mentioned, it is viable to conclude that Extended Problem Solving, Habit or Variety Seeking, Limited Problems and Brand Loyalty are extremely important for the market success of any advertising campaign and any product. However, the advertising of Nissan Infiniti discussed in terms of this paper turned to be ineffective since not all of th e modes mentioned above could be objectively realized in that time in the market of the US by this company.