Advertised Without Compromise, Evaluated Without Mercy, The New Renault 19

Katrina Michel

Launch of the Renault 19 in February 1989: how advertising helped build a perception of the brand as a good quality car.
Agency: PublicisAuthor: Katrina Michel

Advertised Without Compromise, Evaluated Without Mercy, The New Renault 19

INTRODUCTION

The Renault 19 was launched in February 1989. This launch was key to Renault: the first model of a totally new range replacement programme, symbolising according to Renault's annual report 'a new era for the Renault Group'. The aim of this paper is to show that advertising made an important contribution to that objective.

The car market is an example of a market in which measuring advertising effectiveness is particularly difficult . It has several important characteristics:

  • It is a...

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