Going Global!
When BMW looked for a new international advertising agency, it didn't want to change it's slogan,"the ultimate driving machine". BMW has a clear idea of the brand values it wants to communicate to its target audience. Those brand values are technology, quality, performance, and exclusivity. BMW uses these four brand values consistently across its advertising campaigns. These brand values are expressed differently based on the economic, environmental, and competitive changes in each market.BMW's advertising focuses entirely on the cars. It uses a wide media mix to reach audiences. The advertising agencies that BMW uses must be able to develop campaigns that will be effective in multiple markets. In the United Kingdom, BMW uses television to help brand new car launches. Radio is used for regional markets. Print advertising appears in lifestyle magazines to enhance brand image. Outdoor campaigns are used for high-impact, high-awareness branding for new car launches.
BMW launched a very creative set of short films. These films originally were designed for the Internet. They also have been used in move theatres and on television. The online BMW short films have been viewed more than ten million times since they were first launched in April 2001.
In a two paragraph response (at least 5 sentences for each paragraph) answer the following questions. In paragraph # 1, explain BMW's advertising strategy and give a brief description of their target audience . In paragraph # 2, discuss why this would be an effective approach to reach its target audience.
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17 comments:
BMW is one of the most well known car brands around the world. This is because of its success in the promotion department. BMW uses 4 main components in its advertising These are technology, peformance, quality, and exclusivity. BMW's target market is described as an older individiual, upper middle class, and of any gender.
BMW's advertising focuses entirely on cars. This is smart on their part because thats mostly what their target market is interested in. An older individual (their target market) would most want to just know about the car, and nothing else. They dont need all the flash that maybe a younger individual would need. It is also smart how they vary their advertising strategies between regions.
The target audience for the BMW advertisments are people of all ages and anyone who likes cars. The short film and stuff are probebly targeted for young males. Thats because from what i have seen young men are mostly into the fast, powerful cars. But the print commercials are usually for the people that are all about looks or appearance. Every different advertisment the target audience is for other people.
The print ads are a good thing because they can make cool effects on how the car appears. The short films are good because they show how the car works and how nice it looks or "feels" when you drive it. Television is the best way to advertise because of course EVERYONE watches TV and anyone including their target audience and people that are not thier target are able to see it!
Tenbit Melesse
BMW's advertising strategy is that they talk about all the plus things about it. They do this by television, to help brand new car launches. The radio, for regional markets. Print ads in magazines so that it makes them look good. They also have created films so that everyone can see and know their car. Their target audience is for people who want to look good. People in the not so old category.
This would be an effective approach to reach its target audience because young people like to go through magazines and look at the nice cars. They are the ones who watch movies and tv most of the time. They even listen to the radio more then older people. They even stay on the internt browsing and when they find something they like they add to their favorites and try to get it. Older people just read newspapers and right there you really dont find alot of nice things so thats why this targets the younger ones.
-Iris Trejo
BMW advertiseing strategy is to show what the customers want. BMW bases their advertisement off of three things. The economics, environment, and it competitive change. It makes its advertisement all about the car. They want their advertisements to be for everyone. They want the different places to see it. BMW basically uses every way of advertising. They use tv, ads, and the radio.
This would be an effective approach because it reaches to everyone. Most people have to look at atleast one of these three advertisment. You would either read about it, hear it, or see it being advertise. Also by having different ways of advertiseing you make it available for more people to see. More people who see it means the more potential customers you have.
Lisa Watts
BMW's advertising strategy is only based on their cars. It communicates with the people in many different ways, they do not only use the internet to communicate with potential costumers. They have to have a good advertising agency because their plan has to hold up effectivly in many markets around the world. They communicate by tv, radio, print advertising and ond other types of campaigning. Their target audience is any one willing to buy a BMW.
Their approach is an effective way to meet their target audience becasue their target audience sees their advertisments and is interested in them, therefore helping BMW. Since their whole campaign is focused on cars it helps them alot becasue that is what their target audience is interested in. BMW is also smart becasue they just don't have one advertising startegy, their startegy differs depending on what region they are in, this allws for better sales in those specific regions.
Alexandra Smith
BMW is a very popular brand, and with all its advertisments it attracts more and more customers everyday. Its main brand values are technology, quality, performance, and exclusity. Any person looking to buy a car will be more than interested in find all those qualities in a car. Its target audience is more focused to older adults, men or women, upper and middle class.
BMW has different forms of advertisment in different regions. In the UK, it's mostly television. Their goal is to develops campaigns that will be effective in multiple markets.There advertisment is on cars and nothing else, which is mainly what their target audience is interested and focused on.
BMW advertising strategy is high end cars. They like to make it known that not many own a BMW and those few that do are in their own group. Also when driving a BMW there is nothing better to drive over it. They reach their audience through radio, tv, movies, and magazines. The target audience is people with a higher end in income so they can afford the car.
There marketing way works because they have covered any type of marketing available out there. Their four values are what draw people in and they have gained a reputation because of it. The four values they use attracts a higher end crowd because BMW doesnt use affordability in there advertising so only a certain group of people can afford them.
The BMW company uses the wide media forms effectively to their advantage. Since BMW is a popular brand, they advertise in countries that can afford their cars. Keeping up with every in advertising using tv ads, print ads, and broadcast. But now BMW is expanding in short films in the theaters and internet. This is effective because theirs a large amount of the population who goes to see the movies, and can be easily swayed by the theme of the film.
When people go to see a movie, a certain presence mood takes over their emotions. Imagine a large screen with no lights in the room. The movie goers have no option to look away from the screen because everything is else dark. Also producing short films may not be as expensive as other forms of advertising. Basically the movie goers are forced the watch the commercial indirectly. Instead of looking at other objects in the room when their is light.
bmw is one iof the most advanced advertisment companys in the country. thetyve brought the meaning of adversisment to a whole newleve. In steas of concentrating on one aspect of advertising they are broadning the spectrum and using many different ones like tv, radion, the internet, billboards and many more. There target audience is very wide but will attract man younger people and people who are about technology such as germans or americans spedifically, who enjoy that aspect of a car. Or anyone who is looking for a luxury ride aswell. just one of the many aspects of there cars they advertise to the public.
there ideas in advertising now are going to be very effective to reaching there audience, for instance they noticed how much more popular the internet is becoming so the start putting short films online to attract viewers. also there focusing on every aspect about the car peformance, saftey, luxury, and fuel economy. This alone allows them such a large target audience. making there approach tremendously effective to get to th buyer.
james deal
BMW is a well-known company around the world. They are one of the most prestigeous car maker companies in the world. They are known for their luxury, and performance cars. They also make very exclusive and individual cars.
BMW's advertisements are mostly focused on how powerful, yet still efficient their cars are. Of course, they mention technology, performance, quality, and exclusivity, their most important component in building a prestigeous image for the company.
Advertising in TV is very popular, all the companies know that everyone watches TV, and BMW is taking advantage of that as well, so they created short TV commercials for each of their models.
Their target market is very wide; it varies anywhere from the age of 20 to 60. They are of course for wealthy people. For example, the 1 or the 3 series would be for younger people, the 5 and 7 series targets the older, wealthier generations.
-Balazs
BMW are well known around the world. There sleek interior and outrages exterior, makes it stand out. BMW target toward those audience who like fast cars with great performence. BMW uses many different kind of advertising strategy. They stand out in the magizine while appearing in a commercials.
This is effective in many ways. BMW does advertise for a certain age group of people. It targets those who have the money to afford it luxrious fast car. BWM has many different models, which may suit many different ages of people. Most young men or woman may like 3 series or 5 series while the elders may like the 7 series.
- Saif Mirza
BMW is one of the well know of top car brands in the car industry worldwide. The reason behind that accomplishment is that they have good promotion ideas. BMW goes by four main goals in its advertising process, and they are technology, quality, peformance and exclusivity. BMW's target market is presented as a grandpa to other new and upcoming car companies. The car is for an upper middle class sort of person, and the car brand is not based on either gender.
The way that BMW advertises is by doing car commercials,print ads and even online ads, who's main focus is on cars. This is a good idea because there target market is interested in cars they sell. Most people who shop for cars mostly look at the performance of the car, but others look at the style of it. I fing it interesting how they use different advertising strategies between regions. This is why BMW is a high profile company and is still producting cars to various amount of social groups worldwide.
George Owino
BMW wants to show there target audience the main values of there cars, as in technology, quality, performance, and exclusivity.But they are cautious in how to express there product in different enviroments and competitive marketing areas .And they are trying to focus on the car when they advertise.Therefore, they must have campaigns that will help there companys in multiple markets.
So in the UK BMW uses the there TV, Radio,and Magazines to launch the new BMW. And all these ads will help them launch there product. And I think this approach helps them reach there taget audience.
BMW is a one of the most well-known car industries to this day. This is mainly based on the fact that they're one of the best promotional industries. BMW is mainly based on four aspects of advertising is technology, performance, quality and exclusitivity. Their target market is older, more successful people financially.
BMW's products consist mainly of cars. This is reasonable because focusing mainly on one aspect allows you to better just one aspect. They mostly allows you to know everything about the product.
Sam Henderson
Since BMW is one of the world's most popular brand of car, it is only best if they continue their success. Their 4 main components in their advertising is to show they have the best technology,quality, performance and exclusivity. They also use T.V and radio commercials to enhance their components. The target market would aim toward high class moreso because it is expensive. This car company has created such success because of their promotional strategies domestically and internationally.
This strategy is very good because it focuses on the car's ability. The target audience will be more intrested to know the car is safe but yet modern. BMW will be affected positivly because the costumers who see their good advertising will want a car. Also, there is nothing better than having more costumers come into your company because you can gain popularity. BMW overall, has a great approach toward their adevertising.
Bmw try to show their four main components technology, quality, performance, and exclusivity. I think this is working for them because they well known. Bmw also focuses in its different target market. They also advertise thru computer mail and tv.
Bmw focus on cars so it is easier to advertise. It is also better because they can get more deep and have different marketing strategies for different targets. Their target market is in different age group and different race. So they cant just make one strategie.
Daniel boku
BMW is a very well known car brand all over the world. It's because it has a lot of success in promoting itself. The target audience for BMW is male or female who can afford more than the regular type of person. And all of there ads are positive about their vehicle.
BMW focuses on there car in the advertisements and what the car has to offer. It focuses on the positives and what the consumer is mainly interested in. And also, the consumer probably doesn't want a car that all the teenagers are driving. It has to be more professional than that.
Amanda Clark
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