Exam (elaborations)
Advertising CASE BMW Films Exam Questions and Answers
- Course
- Institution
Advertising CASE BMW Films Exam Questions and Answers
[Show more]
Content preview
Advertising CASE: BMW Films ExamQuestions and Answers
What was the objective of the BMW Films campaign - Answer -• They had unique
opportunity to create advertisement that was purely brand enhancement (little movies)
• Make the campaign edgier and unusual- wanted to emphasize the entertainment side
rather than the sole advertisement side.
Show customer what makes BMW the company
Motivation Behind Films - Answer -• No new products being released for 6 months
• Did not have any new information to give
• Sales and brand image strong
• Attempt to Focus on Pure BRANDING
Who was the target market for the BMW films campaign? - Answer -♣ Average
customer was about 46 years old, with a median income of about $150,000
♣ Target segments
♣ Low Luxury consumers
Single, probably no children, under 35, income below 100k
♣ Mid luxury consumers
Married, 35-50, income between 100 and 200k
♣ High luxury consumers
Married, adult children, above 50, income above 200k
Who viewed the BMW films? - Answer -♣ 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. - Answer -•
Source: Use of celebrities gave it coolness
• Message: primacy and recency issues; memorable
• 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.
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller millyphilip. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $9.49. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
83100 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now