Wednesday, September 28, 2005
MKTG 467 Assignment 1
Answer all Questions
1. What is BMW’s (perceptual) positioning in the luxury market? With whom is BMW competing? What is BMW’s brand DNA? Is the brand healthy?
2. Describe the typical North American BMW customer? What are BMW’s communication goals?
3. Were the films themselves well-executed for BMW’s target market? Was the distribution via Internet efficient?
4. Typical prime-time advertising costs roughly 10-15 cents per viewer. Is the BMW film campaign cost effective?
5. Why did BMW launch the films campaign? Are there any advantages or disadvantages relative to more traditional advertising campaigns?
Background Reading
BMW Films: The Ultimate Marketing Scheme
July 10, 2002 By Tom Hespos
http://www.imediaconnection.com/content/546.asp
BMW Films Hit Hollywood, Courtesy of Microsoft
ClickZ News By Christopher Saunders | September 5, 2002
http://www.clickz.com/news/article.php/1457171
Links
http://www.bmw.com/
http://www.bmwworld.com/media/films/bmwfilms.htm
http://www.bmwusa.com/bmwexperience/films.htm
INSTRUCTIONS
• Hard copy only and prepared by using Spreadsheets for computation questions and word processor for Essay questions.
• The essay should be done on an individual basis. DO NOT CUT AND PASTE FROM THE INTERNET.
• The essay should be approximately 1,500 words in length. Adhere strictly to within 10% of the word limit. Marks will be deducted for failure to reach the minimum word limit, and answers exceeding the word limit will not be marked.
• The essay should be referenced and have a full bibliography attached.
• The essay will lose 1 mark for each day or part thereof it is late. Papers may be handed in early to me personally or to my box (pigeon hole) beside the lecturers’ room, before they are due.
• Essays must be word processed, in 12 point Times Roman or Arial font, with a spacing of 1.5 for the body of the text (but not footnotes), and spell-checked. The pages should be numbered.
• Due date: Submission in Week 6 – Four weeks before the final exam
• Late Submission: Loss of one mark for each day late.
1. What is BMW’s (perceptual) positioning in the luxury market? With whom is BMW competing? What is BMW’s brand DNA? Is the brand healthy?
2. Describe the typical North American BMW customer? What are BMW’s communication goals?
3. Were the films themselves well-executed for BMW’s target market? Was the distribution via Internet efficient?
4. Typical prime-time advertising costs roughly 10-15 cents per viewer. Is the BMW film campaign cost effective?
5. Why did BMW launch the films campaign? Are there any advantages or disadvantages relative to more traditional advertising campaigns?
Background Reading
BMW Films: The Ultimate Marketing Scheme
July 10, 2002 By Tom Hespos
http://www.imediaconnection.com/content/546.asp
BMW Films Hit Hollywood, Courtesy of Microsoft
ClickZ News By Christopher Saunders | September 5, 2002
http://www.clickz.com/news/article.php/1457171
Links
http://www.bmw.com/
http://www.bmwworld.com/media/films/bmwfilms.htm
http://www.bmwusa.com/bmwexperience/films.htm
INSTRUCTIONS
• Hard copy only and prepared by using Spreadsheets for computation questions and word processor for Essay questions.
• The essay should be done on an individual basis. DO NOT CUT AND PASTE FROM THE INTERNET.
• The essay should be approximately 1,500 words in length. Adhere strictly to within 10% of the word limit. Marks will be deducted for failure to reach the minimum word limit, and answers exceeding the word limit will not be marked.
• The essay should be referenced and have a full bibliography attached.
• The essay will lose 1 mark for each day or part thereof it is late. Papers may be handed in early to me personally or to my box (pigeon hole) beside the lecturers’ room, before they are due.
• Essays must be word processed, in 12 point Times Roman or Arial font, with a spacing of 1.5 for the body of the text (but not footnotes), and spell-checked. The pages should be numbered.
• Due date: Submission in Week 6 – Four weeks before the final exam
• Late Submission: Loss of one mark for each day late.
# posted by Ptahhotep @ 8:07 PM 
