Ad&promo bmw advanced-diesel-final[1]
-
Upload
raymondj89 -
Category
Education
-
view
558 -
download
0
description
Transcript of Ad&promo bmw advanced-diesel-final[1]
![Page 1: Ad&promo bmw advanced-diesel-final[1]](https://reader033.fdocuments.us/reader033/viewer/2022061122/54701069af7959c5538b45e7/html5/thumbnails/1.jpg)
BMW Advanced DieselReverse Brief
Ian WestJustin Raymond
Jaryd DubinSherrie WilsonNichele Mims
![Page 3: Ad&promo bmw advanced-diesel-final[1]](https://reader033.fdocuments.us/reader033/viewer/2022061122/54701069af7959c5538b45e7/html5/thumbnails/3.jpg)
“BMW offers classy, high-performance cars for the driving enthusiast, providing a better
driving experience than any of our competitors.”
Positioning Statement
![Page 4: Ad&promo bmw advanced-diesel-final[1]](https://reader033.fdocuments.us/reader033/viewer/2022061122/54701069af7959c5538b45e7/html5/thumbnails/4.jpg)
Advancements in diesel technology
US Demand will grow 3.8% annually in 2011
Expensive to upgrade diesel engine to meet US standards, minority market
Green marketing You don’t have to
sacrifice performance or luxury
Background/Overview
![Page 5: Ad&promo bmw advanced-diesel-final[1]](https://reader033.fdocuments.us/reader033/viewer/2022061122/54701069af7959c5538b45e7/html5/thumbnails/5.jpg)
We want the consumers to think and feel that BMW has become more environmentally conscious and at the same time keeping their image of luxury.
Purpose of the Advertisement
![Page 6: Ad&promo bmw advanced-diesel-final[1]](https://reader033.fdocuments.us/reader033/viewer/2022061122/54701069af7959c5538b45e7/html5/thumbnails/6.jpg)
Age: 25 – 40 years of age
Gender: Male
Geographic: Urban areas or cities
Psychographic: Trendsetters. Environmentally Conscious. Loyal.
Behavioral: Possess favorable brand image/already own BMW. Extrovert.
Additional Info: Upper-Middle class. Grad-school graduate. “New Money”. Environmentally responsible.
Target Audience
![Page 7: Ad&promo bmw advanced-diesel-final[1]](https://reader033.fdocuments.us/reader033/viewer/2022061122/54701069af7959c5538b45e7/html5/thumbnails/7.jpg)
Age: 30
Gender: Male
Geo: East Coast
Psycho: Successful and wants people to know. Environmentally responsible.
Behavior: BMW-loyal.
Other: Up the corporate ladder. Business school grad. Income of $65,000+, works from home, and likely uses iPhone or other comparable cell phone.
Target Profile: Dave Diesel
![Page 8: Ad&promo bmw advanced-diesel-final[1]](https://reader033.fdocuments.us/reader033/viewer/2022061122/54701069af7959c5538b45e7/html5/thumbnails/8.jpg)
The diesel engine and BMW has "ch-ch-changed." The old standards of a diesel engine being uneconomical and not environmentally friendly are being quickly "driven" away.
The Message
![Page 9: Ad&promo bmw advanced-diesel-final[1]](https://reader033.fdocuments.us/reader033/viewer/2022061122/54701069af7959c5538b45e7/html5/thumbnails/9.jpg)
Rational◦ Overall Price◦ Environmentally Responsible
Emotional◦ Belonging◦ Fear
Reason to Act
![Page 10: Ad&promo bmw advanced-diesel-final[1]](https://reader033.fdocuments.us/reader033/viewer/2022061122/54701069af7959c5538b45e7/html5/thumbnails/10.jpg)
Safety ◦ “Professional driver closed course. Do not
attempt” ◦ Time: 20 seconds
Law ◦ License plate censorship ◦ Privacy concerns
Mandatory Elements
![Page 11: Ad&promo bmw advanced-diesel-final[1]](https://reader033.fdocuments.us/reader033/viewer/2022061122/54701069af7959c5538b45e7/html5/thumbnails/11.jpg)
LOGO ◦ Visibility; timing, identify ◦ BMW symbol= “S” superman symbol ◦ Character: Hero, Leader, Innovator ◦ leader in innovative fuel alternatives and overall
consumer lifestyles
Mandatory Elements
![Page 12: Ad&promo bmw advanced-diesel-final[1]](https://reader033.fdocuments.us/reader033/viewer/2022061122/54701069af7959c5538b45e7/html5/thumbnails/12.jpg)
Commercial Length: ◦ 31 seconds
Message: ◦ Fresh, specific, clean!
Concern: ◦ Go green!
Filming & Editing ◦ 14 days total
Mandatory Elements
![Page 13: Ad&promo bmw advanced-diesel-final[1]](https://reader033.fdocuments.us/reader033/viewer/2022061122/54701069af7959c5538b45e7/html5/thumbnails/13.jpg)
Successful…YES! Other sources opinion Appropriate…YES! Extended Advertising Done differently…YES!
Analysis of Advertisement