Chapter 17 Advertising and Public Relations

Audi, like most other luxury car brands, is very specific when it comes to who they advertise to. Their target market are only middle upper class people, who can afford a car that cost anywhere from  $60,000 to $150,000. Therefore, they cannot really advertise to anyone else but that one particular group. This makes it easier for Audi, and  allows them to concentrate more on the style and execution of their advertising as opposed to their target audience. Audi is well-known for its innovative advertising. In the past numerous Audi commercials have caused a sensation both among customers and in the creative industry. They imploy  humorous entertaining commercials, for example the new Audi commercial where a girl thinks her father is a alien and believes his Audi A6 is a spacehip because of its technology and brand new features.

Audi and BMW have long been in an advertising war that pitches each company's new car against the others, mainly their sportier cars. Below is a billboard they made in response to BMW saying they had just won World Car of the Year. Audi has won the "GOLD EFFIE 2002", the measure of all things in terms of advertising efficiency in Germany.

In terms of public relations, Audi is very active in positive promotion for their brand while also showing their belief in social responsibility. Audi has been a strong supporter of the Elton John AIDS Foundation, and recently put up two Chrome Audi R8's, their most expensive and prestigious model which brought in almost $1 million. Last year they teamed up with Tom Brady, quarterback of the New England Patriots, and the Best Buddies foundation. They managed to raise about $350,000, a sizable contribution to the $36 million the pairing has amassed in the last 4 years.