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Advertising strategies in the American automotive industry : an analysis of information content in television advertisements

by Velasquez, Jessica Lynne

Abstract

The automotive industry is a critical component of the American economy. The success of the industry is largely dependent upon the effectiveness of the advertising strategies and brand messaging of each company. The purpose of this thesis is to examine advertising strategies employed by three American automotive manufacturers through the analysis of informational content in television commercials. Furthermore, this thesis will address possible changes in advertising strategies as a result of an economic recession. This study found that there is a greater focus on general brand imaging during periods of economic recovery.

Note

Includes bibliographical references.

Administrative Notes

None

Copyright
Copyright restrictions apply.
Publisher
Colorado College
PID
coccc:5970
Digital Origin
born digital
Extent
53 pages : illustrations
Thesis
Senior Thesis -- Colorado College
Thesis Advisor
Redmount, Esther
Department/Program
Economics and Business
Degree Name
bachelor
Degree Type
Bachelor of Arts
Degree Grantor
Colorado College
Date Issued
2012