GROUP MEMBERS’ NAME INSTRUCTOR’S NAME

(identify the leader and assignment Subject and Description

of each member)

Case Analysis: Chevrolet

I. Title of the Case

Chevrolet DTU (2019)

II. Bibliographical Source

Adam, M. A., & Hussain, N. (2017). IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMERS BUYING.
British Journal of Marketing Studies, 86.

Chevrolet DTU (2019). (n.d.). Retrieved from Carol H. Williams:

https://carolhwilliams.com/project/chevrolet/

Chevrolet DTU Program Overview. (n.d.). Retrieved from National Newspaper Publishers Association:
https://www.nnpa.org/chevydtu/program-overview-home/

III. Introduction

Research by Carol H. Williams Advertising (CHWA) showed that the National

Newspapers Publishers Association (NNPA) heavily relied on print circulation
despite print readership declining which is a challenge. It was also found out
by the CHWA that the current African-American (AA) market’s interest in cars
inclined towards luxury vehicles such as the Cadillac Escalade. The AA
audience was also found to have had a generational split, the older
generations remaining loyal to print while the millennials and younger had all
but transitioned to digital. CHWA aims to create an innovative and digital
platform with the NNPA to hive Historically black colleges and university
(HBCU) fellows an opportunity to develop digital content for the black press
and empower everyone.
IV. Background of the Case

Chevrolet and the NNPA wants to give HCBU students an opportunity to

Discover the Unexpected (DTU) about their communities, careers, and
themselves using the NNPAs resources and the Chevrolet Bolt’s innovative
technology.

Chevrolet tasked CHWA with the launch of the Chevrolet Blazer “by
leveraging Chevrolet’s partnership with the National Newspaper Publishers
Association (NNPA) for increased brand digital, social media, and
engagement with the AA (African American) market, ages 18–54.”

CHWA’s objective is to create a 360-degree media campaign that would play

into the NNPA and Chevrolet’s strengths while helping the digital/social gap.

V. Proposed Solutions

In order to deal with the problem and increase the program’s reach, CHWA

has proposed the following solutions:

 Events from Detroit to Atlanta to Washington, DC

 Celebrity ambassadors and mentors

 Radio show promotion

 Film blogging, and social media posts that show the Fellows’ journey

VI. Conclusion and Recommendations

Among the solutions presented, having celebrity ambassadors and mentors

would be the best and highly recommendable one. This is because according
the Kokil Theory, “Through endorsing a celebrity, marketers actually excite
their consumers by showing them a very admirable and famous face and
succeeded in creating a demand because through this tactic, marketers are
also increasing the recall value of their brand which positively creates an
impact in the consumers buying behavior.” This means that people are more
likely to inquire about the program because of the familiarity that the celebrity
presents. The ambassador will also have several mediums to use in order to
reach people such as when they promoting the program in tv shows and
such. They can also promote this in social media, further extending the reach.