Advertising CASE BMW Films Exam Questions and
Answers
What was the objective of the BMW Films campaign - answers • 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 - answers • 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? - answers ♣ 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? - answers ♣ 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. - answers
• 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.
Discuss the advantage of the specific channel choice (the internet) for placing the
films. - answers • 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: -
answers a. Placement of creative message?
Answers
What was the objective of the BMW Films campaign - answers • 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 - answers • 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? - answers ♣ 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? - answers ♣ 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. - answers
• 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.
Discuss the advantage of the specific channel choice (the internet) for placing the
films. - answers • 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: -
answers a. Placement of creative message?
