GM / Ford STP Discussion Piece | MBTN Academy - Online Learning Tutorials, Problem Sets, and Certifications for Business Education
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31 Mar GM / Ford STP Discussion Piece

Posted at 09:13h in Advertising, STP, Strategy, Teaching by

These are a few years old now, but worth carrying over from the old site.  Recently, a GM/Cadillac commercial caught my attention. It was well produced, had a clear message and target audience. While it didn’t hit my personal sweet spot, it definitely stood out from most commercials aired that day. Ford must have taken notice as well as they recently created a “response” ad. Showing these two ads in class should spur a great discussion about segmentation, targeting and positioning (as well as execution of a message).

Watch the two commercials side-by-side and decide for yourself. Note that in the last segment, both commercials show their owners unplugging their hybrid vehicles, and close with the sign-off, “N’est-ce pas?” Since Ford used the same structure for their commercial, the side-by-side comparison provides a stark (and useful) point of comparison. Enjoy! N’est-ce pas?

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