Advertising Wars as a Tool to Increase Loyalty to Car Brands

Student: Larichev Maksim

Educational Programme: Advertising and Public Relations (Bachelor)

Final Grade: 8

Year of Graduation: 2020

Car brands, in pursuit of potential customers, are advertising wars among themselves, using the most sophisticated means to achieve their goals. However, attracting new customers costs companies 5-10 times more expensive than retaining existing ones. The purpose of this study is to explore the possibility of using advertising wars as a tool to increase loyalty to car brands. The empirical base of the study consists of an online survey implemented using the Google platform and five in-depth interviews aimed at identifying individual characteristics of the perception of advertising wars. The works of foreign and domestic researchers are used as a theoretical basis.

Full text (added May 21, 2020)

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