To gain wider reach, the importer has expanded its media plans, with national newspaper spending nearly tripled for the 1997 model year. Marketing Director Ken Moriarty declined to reveal specifics, but magazine advertising will be up as well.
$40 MIL FOR MEDIA
Audi will spend an estimated $40 million in measured media this year, up about 33% from 1995.
In the past, Audi bought space in automotive buff books with a sprinkling of other consumer magazines. This year, Audi also is buying space in such titles as Architectural Digest, Esquire, Food & Wine, GQ, The New Yorker, Rolling Stone and Vanity Fair.
"We have a pretty big story to tell, and this gives us an opportunity to be in places where a prospect is," Mr. Moriarty said.
The national TV schedule is limited to cable, although there will be spot buys on network affiliates.
Agency McKinney & Silver, Raleigh, N.C., has developed ads for all five Audi models-nine TV spots, 12 magazine ads and 11 national newspaper ads.
`ELEGANCE WITHOUT ARROGANCE'
Magazine ads for the luxury A8, breaking in November auto buff books, carry headlines like "Elegance without arrogance. Excellence without excess. Class without mass."
The sole TV spot for that model hits Oct. 28 and shows a pack of photographers awaiting the arrival of stars at a chic happening. Cameras click on the people arriving in a Mercedes S-Class and BMW 7-Series. But when an attractive woman arrives in the A8, the shutterbugs ignore her and the flashbulbs erupt around the car.
The first of three spots for the A4 1.8T sporty sedan break Nov. 11 on Discovery, Lifetime and TNT. They feature hard-driving rock music, with full-screen printed messages such as "While your spare tire is still in the trunk, not around your waist."
Audi continues to poke fun at sport utility vehicles in ads for its A6 wagon and sedan with Quattro all-wheel drive. Three TV spots and several print ads created for Northern and Midwestern markets tout the A6's driving capabilities in snow.