Mazda Dealer Marketing. Brand Advertising Guidelines

Transcription

1 Mazda Dealer Marketing Brand Advertising Guidelines April

2 The Mazda Dealer Marketing: Brand Advertising Guidelines are now consistent with Mazda s global brand standards. The guidelines focus only on areas essential to maintaining integrity and consistency for the Mazda brand at the retail level. You should find these guidelines simple and effective. Mazda is committed to assisting you in growing your business and it starts with having a consistent message and the tools to share that message effectively. CATEGORY 1 1 Mazda Brand Elements (Mazda Logo, Zoom-Zoom, Vehicle Line Advertising, Special Logos) Mazda Logo: 1a. All Mazda dealer advertising (excluding radio) must feature the Mazda logo as shown below. 1b. Radio advertising must mention Mazda with the dealership name when advertising Mazda products. 1c. There is one primary Mazda logo and one secondary logo. The Mazda logos should always appear on a plain white background in full color or, if necessary, in black and white. Display within the Dynamic Wing is first priority. 1d. Only approved logos downloaded through MXConnect (dealers.mazdausa.com) may be used in advertising. 1e. The logo may not be edited or altered in any way (i.e. cropped, stretched, re-colored, cut, overlapping). 1f. Logo may not be used as part of the dealership name. Mazda Logo Usage (in order of preferred usage) 1st 2nd Dynamic Wing Color: This version is used to secure the visibility of the Mazda logo within the ad. This should be used whenever possible. Primary Logo Color: Unless there is a space/ layout limitation, this full color, vertical logo version should always be used. Dynamic Wing B&W: This black and white version of the Dynamic Wing should be used only in black and white media formats. Primary Logo B&W: This black and white, vertical logo version should be used only in black and white media formats. 3rd Secondary Logo Color: This full color, horizontal logo version should be used only when space prohibits using the vertical logo version. Secondary Logo B&W: This horizontal version should be used only in black and white media when space prohibits using the vertical logo version. 2

3 Zoom-Zoom: 1g. Any advertising featuring Zoom-Zoom language, imagery, or music must use only assets made available by Mazda through MXConnect (dealers.mazdausa.com). Other uses are not permitted. 1h. Unauthorized versions of the word Zoom are not permitted. Vehicle Line Advertising: 1i. Vehicle information in advertising must be accurate and the correct model year vehicle image must be used for all advertising of new Mazda vehicles. Images used must come from Mazda via MXConnect (dealers.mazdausa.com). 1j. Vehicle lines beginning with Mazda followed by a number must use only an uppercase M and must not have a space before the number. (Example: Mazda3) 1k. For other vehicle lines (CX, MX, RX), a space must follow the word Mazda and a hyphen must proceed the number. (Example: Mazda CX-9) 1l. Appearance of vehicle logotypes is prohibited. Approved Vehicle Line Type Vehicle Line Type Approved Vehicle Line Type Format Vehicle Line Type CX-7 Approved Vehicle Line Type Format Mazda2 Mazda2 CX-7 Mazda CX-7 Mazda3 Mazda3 CX-9 Mazda CX-9 Mazda5 Mazda5 Tribute Mazda Tribute Mazda6 Mazda6 MX-5 (incl.rht) Mazda MX-5 Mazda MX-5 Miata Mazdaspeed3 Mazdaspeed3 RX-8 Mazda RX-8 Special Logos (Required Campaign and Sales Event Logos) 1m. As requested by Mazda/Regional management, dealer advertising must include corporateapproved campaign, sales event and award logos across media types including, but not limited to: print, TV, and website homepage. CATEGORY 2 2 Mazda Certified Pre-Owned 2a. Advertising for Mazda Certified Pre-owned vehicles must include the words Mazda Certified Pre-owned or use the Mazda Certified Pre-owned logo (see right). CPO and Certified Program are prohibited. 2b. New Mazda vehicles and Mazda Certified Pre-owned or used vehicles must be separated in the ad by a solid, uninterrupted box or line. 3

4 CATEGORY 3 3 Brand Integrity (Distressed Language, Preferential Standing, Brand and Product Integrity) Distressed Language: 3a. Advertising must not include any form of distressed language. The following terms in any of their forms or any phrases with similar meanings cannot be used. blowout liquidate employee pricing supplier pricing S-Plan fleet pricing overstocked closeout red tag sale buy one, get one (BOGO) 3b. The words cost, factory, and invoice or any of their variations are not permitted unless appearing in a financial cost equation as required by state law or as part of a vehicle description (Example: factory warranty or factory-installed accessory ). Preferential Standing: 3c. Advertising must not state or imply that any dealer has favored status or preferential standing to sell a new Mazda vehicle in comparison to any other Mazda dealer. 3d. Disparaging or negative comparisons to another Mazda dealer must not appear in any advertising. 3e. The following terms in any of their forms and any phrases with similar meanings cannot be used: meet beat match special allocation special pricing special test marketing member pricing special allowance special program special discount 3f. Superlatives such as biggest, newest, best, largest, #1 and other similar phrases must not be used unless true and correct, and can be substantiated. Substantiation must include the source and a source year based on the previous calendar year. Mazda reserves the right to request substantiation. 3g. President s Club and Gold Cup logos and language may only be used by dealers in current standing. Brand and Product Integrity: 3h. Advertising for Mazda products must not harm the goodwill and reputation of Mazda. 3i. Advertising must not include any political, racial, religious, and/or sexual overtones. 3j. All advertising must utilize Mazda agency-produced photography available through MXConnect (dealers.mazdausa.com). Unauthorized, unlicensed, or improper use of photography can result in civil legal consequences for which Mazda and its vendors assume no responsibility. 4

5 3k. When advertising three or fewer vehicles at one price, the vehicle description, VIN and/or stock number for each vehicle must be correctly disclosed in the body of the ad. 3l.Competitive brands must be separated in print advertising by a solid, uninterrupted line or box. The names of other manufacturers must not appear within the Mazda portion of the advertisement unless a direct comparison is being made with a competitive manufacturer and/or vehicle line. Important Note: Consistency with these guidelines is not the same as meeting legal requirements for advertising. Dealers and their agencies are solely responsible for ensuring that the advertising they publish or air complies with all applicable local, state and federal laws, regulations and requirements. 5

6 Mazda Dealer Marketing Brand Advertising Guidelines Mazda Dealer Marketing Support Center Support Line: Fax: Hours: Monday-Friday, 8:30 a.m.-6:00 p.m. CT 6