Please Answer this.

1. Identify the online interactive communications objectives of the campaign.

2. What are the benefits of adding online advertising to the marketing communications mix?

Nissan Altima Goes with Digital Media.

The 2013 launch of the Nissan Altima embraced the concept of integrated marketing communications and included a significant digital media component. The creative for the campaign revolved around the tagline "Innovation that Excites." Naturally, the latest technological developments are mentioned in the advertisement; improvements such as the redesigned suspension; a category-unique, tire-fill alert system; zero-gravity seats; and a 3D driver display. Nissan decided to use "innovation" as a means to differentiate the Altima from competitor brands.

The campaign was launched with a 60-second spot shown on the cinema screens and 3D cinema screens. Computer graphics show how the car has evolved from its predecessor. On the digital front, animated banners say things like "Wo couldn't ti b e coo l fi your car was as smart as your smartphone?" and "Wouldn't ti be cool if your car was as fast as it looked?" Print ads use phrases like "Go further. Go faster. Go lighter." Out-of-home ads use short messages like "38 miles per galon" and "Vroomier," and include abeauty shot of the vehicle.

Nissan sees the digital component of the plan as absolutely vital. According to Director of marketing Vinay Shahani, "We know the majority of our customers are leveraging the Internet to do research and perform shopping tasks, so ti makes sense ot be there. The per-centage of digital is much higher than ni the past." To engage consumers with the brand, Nissan offered an opportunity for customers to submit personal essays on why they should be chosen to participate in an Altima driving experience. In a contest for- mat, five lucky people were then chosen to visit the automaker's proving grounds ni Arizona ot drive the new Altima. Videos of their driving experiences were produced and placed on Facebook, Twitter, and YouTube. Nissan has been very active in social media; in fact, Nissan has the highest consumer engagement percentage on its Facebook brand page of any automaker. fI "likes" are an important measure of success ni social media, then Altima is a clear winner, with more than one million of them. According ot Nissan's director of inter- active and social media marketing Erich M ar x , d"Everybody atquNiss,an dunwderastandsnthat social space is iffe en nd irky an re tryi g ot take advantage of that with what we do there." Vinay Shahani acknowledges that the Honda Accord and Toyota Camry are key competitors and that the objective of the campaign is to gain market share at their expense. He says the Altima buyer is typically younger and more interested in the performance and uniqueness of a vehicle. The all-new Altima meets these buying criteria, and the new marketing communications campaign was designed to connect with the target audience on an emotional level. "We'll have to wait and see how the market responds," says Shahani.