You have drafted the following marketing message for publicizing the launch of a new, high-priced variant of a popular pickup truck, “Savannah GT,” manufactured by Rockford Motors.
“Rockford Motors announces the launch of the limited-edition Savannah Gold—a pickup truck that combines the ruggedness of a truck with the comfort of an SUV!
The Savannah Gold is a completely redesigned version of the Savannah GT—America’s most trusted pickup for the past two decades. However, with a next-generation V8 engine, 6-speed automatic transmission, in-dash computer, and advanced GPS system, this is not the truck that your dad drove. The Savannah Gold comes with advanced safety features like ABS, front- and side-airbags, reverse sensors, and LED fog lamps. The interiors with a high-tech audio system, heated seats, and a wood finish dash and trims offer car-like comforts. This stunner comes in two stylish metallic shades, with a distinctive chrome-coloured front grille, alloy wheels, and a special limited-edition logo at the back. The body of the truck is crafted from a light polyfibre material that improves fuel economy by at least 10 percent. Only 1000 Savannah Gold trucks will ever be produced.
To test-drive the Savannah Gold, call us at 1-800-333-543, or visit our website at rockfordmotors/savannah-gold.com for a virtual drive.”
The company anticipates potential customers to raise objections to the relatively high price of the product and wants to ensure that the marketing message addresses the issue sensitively. The company has decided to downplay the pricing of the product. Which of the following lines would best serve this purpose? Where would you place the line in the marketing message?
A. “The Savannah Gold comes at a premium price of $50,000.” Place this line at the end of the message, immediately before the call to action.
B. “This premium product is loaded with state-of-the-art safety features and luxurious interiors.” Place this line in the middle of the message, after the line that lists the technical features of the vehicle.
C. “The Savannah Gold costs only a few thousand dollars more than the GT, but packs quite a punch.” Place this line at the end of the message.
D. “Rockford Motors announces the launch of the super-luxury, limited-edition Savannah Gold—a premium pickup truck that combines the ruggedness of a truck with the plushness of a high-end SUV!” This line should replace the opening statement in the message.” (continued)
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