To Introduce the New Luxury A3 Hatchback to the Market

Multiple Choice

To introduce the new luxury A3 hatchback to the market Audi chose a creative media mix centered on an adver-game "The Art of the Heist." What was Audi trying to accomplish as described in the chapter's opening vignette?

A) They were trying to reach the affluent 50 + male who buys most of the luxury cars.
B) They were bored with traditional luxury car introductions through expensive TV campaigns and wanted to do something cool.
C) They were trying to reach the affluent, 24- to 30-year-old males who are hard to reach with and skeptical of traditional advertising. and create buzz and excitement.
D) They analyzed geographic trading data and allocated more exposure in regions where car sales were lowest.
E) They analyzed several target markets and determined that a broad media mix was required.