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PPT : Integrated Marketing Communications

Content Inside :

Agenda

* Discuss the BMW Z3 Launch
* Paradigm shift to nontraditional marketing?

Launching the BMW Z3

Launching a Roadster:

* Why did BMW use a “non-traditional” marketing venue for the Z3 launch?
* Does this campaign qualify as a “paradigm shift in marketing” and should BMW continue with this approach in the future?

Launching a Roadster:

* Was the Z3 launch successful? How do you know?
* What specific objective(s) would you set for Phase II of the campaign? What budget and media plan would you use?

Phase I – Evaluation

* Objectives:
o “To expand the BMW franchise and further rejuvenate the BMW brand by positioning the Z3 squarely in American culture and settling into the hearts and minds of the American public”
o Transition from Made in Germany ?Made by BMW

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PPT : Integrated Marketing Communications Category : BMW
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