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Advertising campaign analysis: BMW - Essay Example

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This essay describes the marketing strategy and advertisement of the luxury carmaker BMW. BMW understands that many in the middle class, those that do not maintain abundant financial resources, will turn toward consumption of luxury products as a means of mimicking the lifestyle of the more affluent. …
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Advertising campaign analysis: BMW
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Download file to see previous pages Eng and Bogaert (2010) illustrate that middle class consumers feel divided by expectations in society related to social class and will attempt to elevate their social status through conspicuous consumption. Therefore, BMW utilises younger actors that are representative of ideal physical features and lifestyle environment as a means of attracting the lower-resource buyer segments as the business understands the importance of attaining a higher echelon of recognition in society for particular market segments. The theme and premise of “The Ultimate Attraction” campaign is a sexually-charged concept that is most relevant for the aforesaid younger market (25 – 40) that maintain characteristics demanding social recognition as they attempt to advance financially and professionally to emulate the lifestyles of more affluent buyers. Marketing theory tells marketers that certain market segments in the middle class that ascribe to conspicuous consumption will often over-consume in the luxury product category (Henry 2005). This makes this a viable market for targeting based on these characteristics in consumption behaviour. As such, it is not viable for BMW to segment utilising income demographics even though the product is priced significantly higher than competing auto brands. It is not only the high resource buyer that maintains opportunities, it is also founded on years of brand reputation for quality and opulence that has made even lower-resource consumers believe that BMW can improve their social standing and lifestyle quality. This is why lifestyle/behavioural segmentation is most viable for BMW to gain more sales volumes and continue to build on the brand’s reputation for excellence as an aspirational brand. The ad...
This essay "Advertising campaign analysis: BMW" outlines the successful commercial of the luxury automaker BMW, its perception, buyer process and involvement levels. Though BMW is not utilising celebrity endorsers in the campaign, the age and physical characteristics of the chosen actors in the ads are representative of the ideological values of the younger markets. The scene and colours utilised in the campaign are rather drab, yet clean, consisting of what appears to be an upscale bedroom environment with high quality furnishings. The main emphasis is to focus on the consumer that is transfixed by the image of the BMW even when facing his/her beautiful partner. The ad is creating the perception that egocentric needs are acceptable and can even be fulfilled regardless of the variety of social engagement being undertaken by the consumer. However, this is the goal for the contemporary and modish consumer segment, especially the Innovator market segment. BMW should not over-complicate and run the risk of establishing cognitive dissonance with the consumer segment, instead making the environment simplistic and devoid of colours that could distract the consumer from the brand. In fact, the colours utilised in the ad campaign are the same hue and contrast of the BMW brand, in silver, blue and black. This shows consistency to the brand image, perhaps even sending the perception that important reference group characters in the advertisements attempt to build their lifestyle environment around the foundational colours of the brand. ...Download file to see next pagesRead More
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