Advertising CASE: BMW Films Advertising CASE: BMW Films Questions With Solutions 100% Solved
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Course
BMW
Institution
BMW
Advertising CASE: BMW Films
Advertising CASE: BMW Films Questions With
Solutions 100% Solved
Who viewed the BMW films? ♣ Male
College education
$88,000 income
Age 25-34 ( younger section of the overall target market)
Previously a non-luxury make owner
Hard working, leaders
Achieved...
Advertising CASE: BMW Films
Advertising CASE: BMW Films Questions With
Solutions 100% Solved
Who viewed the BMW films? ♣ Male
♣ College education
♣ $88,000 income
♣ Age 25-34 ( younger section of the overall target market)
♣ Previously a non-luxury make owner
♣ Hard working, leaders
♣ Achieved a lot in life early, innovative
♣ Active, sporty, "work hard play hard"
♣ Enjoys driving, car is the expression of themselves and an experience
Discuss the source, message structure and channel factors in BMW films. • Source: Use of
celebrities gave it coolness
• Message: primacy and recency issues; memorable
, Advertising CASE: BMW Films
Advertising CASE: BMW Films Questions With
Solutions 100% Solved
• Channel: film format put in the internet- people can go at their own pace. Creates another type
of interaction for consumers.
o Internet was a new medium- thus gave the message that this is for cool younger audience.
Discuss the advantage of the specific channel choice (the internet) for placing the films. •
The campaign was successful with viewers of all stages of life
• 9 million viewers.
• Eliminated the stigma associate with BMW- gave it a more down to earth image.
How are BMW films different from/similar to traditional TV advertising in terms of: a.
Placement of creative message?
i. The films rather than traditional ways. Benefited them and support them with traditional ads as
well to confirm the sales. Thought films wouldn't integrate with their websites but they mixed
them and it worked.
b. Transparency of corporate sponsorship of the message?
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