Escolar Documentos
Profissional Documentos
Cultura Documentos
Assignment 1 Individual
On
ADVERTISING
ADVERTISING OVERVIEW:
BMWs advertising strategy is based on four concepts:
PROMOTION SLOGANS:
Focus on 3 series
BMW- The smart choice New strategy with focus on brand, product,
franchise and organization
'Pre-Owned. We Swear.' New slogan
TARGET AUDIENCE:
The target market for BMW includes:
MARKETING CHANNELS:
BMWs marketing channels are as follows:
Television commercials
Internet
Print
Event Sponsorships
Mobile marketing
Television Commercials
TV reaches a much larger audience than local newspapers and radio stations, and it does so
during a short period of time.
TV reaches viewers when they're the most attentive.
It allows the company to convey their message with sight, sound, and motion, which can
give their product instant credibility.
It gives the company an opportunity to be creative and attach a personality to their brand.
Internet
Wide Reach Geographically, you can access local, national, or even global markets to
expand
Measurable Track visitation stats, conversions, paths through a website
Affordable Internet Marketing is on average less expensive than traditional media
Interactive Allows quick and easy communication between advertiser and visitor via filling
out online forms, email, or even live chat that further increase the chance of a sale or
conversion
Print Media
Specific Target Audience
Loyal Readerships
Special Ad Positioning
Credibility
Long Life Span
High Reach Prospective
Vintage Ads:
Company of ideas
Washroom ad campaign
Mobile video ad
BMW is JOY marketing campaign
BMW Films
Rampenfest viral campaign
BMW IS JOY
The Story of Joy is created to establish sentiment shared throughout BMW that the
company is more than a car company. BMW is creators of joy.
The campaign heavily incorporates high-impact television placements to run on NBC, MSNBC
and CNBC during the 2010 Winter Olympic Games and the Academy Awards.
Depicts the futuristic-looking BMW Vision Efficient Dynamics Concept
BMW Films