THE ICON IS BACK

Brand: Volkswagen
Advertiser: Volkswagen Group Malaysia Sdn Bhd
The Brief:
Volkswagen needed to establish the Beetles appeal to a wider set of consumers, to
both young and old, beyond just females to males. The challenge was to implement a
campaign thet re-ignites consumers interest, regenerate buzz and excitement for the
resounding return of this true ICON.
1. Identify newspaper(s) suitable to target the right audience and its
justifications based on the brief given.
The suitable newspaper for this product is The Malay Mail and News Strait Times.
For The Malay Mail, it have the largest Malay readers in term of English
Newspaper. For News Strait Times, the newspaper has largest readers in Malay,
Chinese & Indian readers.
2. Briefly discuss the audience profiles of ONE of the selected newspapers
that share the same profile as the brand.
Modern is the same audience profile that have for both sides, newspaper and the
car brand. The readers for The Malay Mail newspaper is a modern Malay who
might be in business, financial, or professional area. Same goes to the brand, the
design itself is modern and it might be own by the professional too.
3. Calculate the cost of advertisement insertion(s) based on the following
specifications:
a) NST (14 insertions, FPBW, Malaysia)
RM59+(RM55 X 13) = RM774
33 X 26.1 RM774 = RM666646.20
FPBW: RM666646.20 + RM13992 = RM680638.20
b) NST (14 insertions, FPBW, Malaysia)
RM55 X 2 = RM110
33 X 12.9 X RM110 = RM 46827
HPFC: RM46827 + 20996 = RM 67823
c) Berita Harian (1 insertion, FPFC, premium position (50%), Malaysia)
FPFC: RM59 + RM27992 = RM28051
33 X 261 X RM28051 = RM24160326.30
Premium position 50%: RM24160326.30 X 50% = RM12080163.15
d) KOSMO (14 insertions, HPStandardSpot, National)
HPStandartSpot = RM129 X 14 = RM1806
33 X 12.9 X RM1806 = RM768814.20

e) Mingguan Malaysia (6 insertions, quarter page full colour, National.)

RM44 X 6 = RM264
54 X 9.9 X RM264 = RM141134.40
OPFC: RM141134.40 + RM 20480 = RM161614.40
4. Which magazine(s) most suitable for the brand? Identify and justify your
selection(s).
5.
I choose Car Magazine Malaysia because it is a premier English monthly car
magazine. This ads is suitable to be in the magazine because the magazine
have huge readers who interested in cars. Not only ads, the magazine also
have the review section where Volkswagen can pay to be review.
6. Based on the Magazine presentation done, the SHAPE magazine offers
monotone full page advertisement. If Volkswagen would like to advertise
a half page monotone advertisement in this magazine, how much will it
cost Volkswagen Malaysia as an advertiser? Justify your answer.
Monotone full page = RM4140
RM4140 divided into 2 =RM2070
It will cost RM2070
7. The SHAPE magazine offers selection of special positions in its
package rates. If Volswagen would like to advertise in this magazine
(without having to take into consideration on the nature of the brand
and the magazine profiles) and opt for 2nd double page spread, 3
insertions, how much does it costs and do the advertiser has to pay
additional 20% loading? Justify your answer.
Original cost for 2nd double page spread 3 insertion is RM11400
Additional 20% loading = RM9120
RM11400 +RM9210 = RM20520
8. What does it means by female Joint Booking rates as indicated in the
Shape magazine package rates. Briefly discuss.
Female joint booking rates means the number of the insertion in both
magazine must tally accordingly to qualify to this package.
9. Briefly discuss the importance for advertiser to understand readers
profile in the case of the Volkswagen.
Advertiser must know what the markets want and dont want and its a job for
advertiser to know the readers profile. In term, of Volkswagen car, the
advertiser must know what the readers profile like, the gender, income,
lifestyle and etc, then the advertiser can choose the right product and medium
to advertise to the readers.

10. Briefly compare the features of both online magazine and magazine app
(you can choose any title of magazine to answer this question).

There is not much different between Mens Health online magazine and Mens
Health apps. The content is about the same but not all content in online
magazine will be in the app magazine. The online magazine is a free version
where everyone can access and read the article but they dont provide the full
information. If you want to get the full information you have go to the apps
magazine where you have to subscribe to their plan monthly.
11. Do you think radio is the best medium for this particular brand? Briefly
discuss.
Personally radio is the best medium to reach instant audience. With one ads
you can reach a thousand audience. For Volkswagen product, yes, where the
product can get instant audience if they advertise at the right slot.
12. Identify and justify radio station(s) most suitable to advertise the brand.
There are lots of radio station in Malaysia but the right one for Volkswagen car
is Hitz.FM. This radio station have the biggest audience of Malay, Chinese &
Indian who have the modern lifestyle. Not only that, the Hitz.FM reputation as
the first English radio in Malaysia will make people trust about the product.
13. Which slot(s) most suitable to slot in Volkswagen radio ads? Justify
your answer.
The most suitable slot is Morning slot where it have huge listeners because at
the time is the people driving to work, school, and etc. Its a opportunity to
advertise to the huge audience at one time.
14. In your opinion, why slots during weekends are much chealer compare
to weekdays slot, regardless of the time slots. Justify your answer.
It is because, during the weekend is where the most people will be more
focus on activities with family and friends. The whole weekend will have a less
listeners than weekdays. Therefore, the slot during the weekends are much
cheaper than weekdays.