Chapter 16. Advertising & Public Relations

Who has the best advertising, promotion, public relations & social media? This cannot be answered but us as people are surrounded by ads that go from cat & dog foods, to clothing, toys & cars that are always around us. Ferrari market's its product to a group of people in which they know can afford their product of cars. They also showed on TV shows such as "TOP GEAR" in which a professional driver takes the car out for a test drive and breaks down why the car is so good.

Ferrari is one who believes that they don't need to be advertised much, hence why you don't see any Ferrari TV ads. Ferrari's success is measured in Brand Name & their Product value. Ferrari has not spent a penny on advertising, but as a brand they possess they wouldn't need to put their product out in public. Enzo stated from the beginning that the company would not advertise, its their philosophy.
Scuderia Ferrari Marlboro commerical department head Philippe Tardivel explains that " When we launch road cars,we usually organise conventions for our dealers. We also have events for our selected community. after the launch it follows up with a press launch and then a test drive for the media."
According to Ferrari total sales rose 5.4% to 6,573 units in 2010 making it a new record for the company. The media is one way Ferrari gets its advertising out, by having the media around as the cars are being launched gives them a good look and by test driving it shows that they care about how they are presented. With social media like blogging, twitter, Facebook & instagram all in which Ferrari has, is a way to keep people posted, weather you are looking to buy the car or even just to keep up with the company and car business itself Ferrari will provide you with all the answers.