Nobody downloaded yet

Advertising campaign analysis: BMW - Essay Example

Comments (0) Cite this document
Summary
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. …
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER94.4% of users find it useful
Advertising campaign analysis: BMW
Read TextPreview

Extract of sample "Advertising campaign analysis: BMW"

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
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Advertising campaign analysis: BMW Essay Example | Topics and Well Written Essays - 2250 words”, n.d.)
Advertising campaign analysis: BMW Essay Example | Topics and Well Written Essays - 2250 words. Retrieved from https://studentshare.org/marketing/1476918-advertising-campaign-analysis-bmw
(Advertising Campaign Analysis: BMW Essay Example | Topics and Well Written Essays - 2250 Words)
Advertising Campaign Analysis: BMW Essay Example | Topics and Well Written Essays - 2250 Words. https://studentshare.org/marketing/1476918-advertising-campaign-analysis-bmw.
“Advertising Campaign Analysis: BMW Essay Example | Topics and Well Written Essays - 2250 Words”, n.d. https://studentshare.org/marketing/1476918-advertising-campaign-analysis-bmw.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF Advertising campaign analysis: BMW

Nike Just Do it advertising campaign analysis

...? Marketing Nike ‘Just Do it” advertising campaign analysis Introduction Nike aspires to be world’s leading sportswear company through providing its customers with quality athletic footwear and apparel (Kaser, 2011). Nike deals with sporting shoes, apparel, sports equipment and branded merchandise. The company is headquartered in Beaverton, Oregon, and operates in the sportswear and sports equipment industry. The company has experienced high market growth since it commands about 47 percent of footwear market. In addition, celebrities like Rafael Nadal, Roger Federer and Tiger Woods have endorsed the products. According to Kaser (2011), Nike’s “Just Do It” advertisement...
8 Pages(2000 words)Essay

Advertising campaign

...? Advertising Campaign Introduction An advertising campaign comprise of a cycle of advertisement messages that segment aparticular idea and theme. This impression and theme compose an integrated marketing communication (IMC). It is worth noting that advertising campaigns appear in diverse media across a precise time frame. The principal part of creating an advertising campaign is shaping a campaign theme. This is because the campaign theme is believed to set the tone for the specific advertisements and additional kinds of marketing communications that ought to be used. As a result, the campaign theme is the essential message that will exist communicated in the advertising activities. The campaign themes are frequently developed... ...
9 Pages(2250 words)Essay

BMW X5 Advertising campaign

...Topic: BMW X5 "The Ultimate Driving Machine" Advertising campaign and Section # of BMWX5 "The Ultimate Driving Machine" Advertising campaignBMW is a chief producer of luxury automobiles. The head office of this international conglomerate BMW group is within Munich, Germany. The corporation has put together considerable brand equity over its existence in the course of the unremitting branding endeavor of its high Quality products. The luxury car consists of both the practical as well as the conventional luxury cars. The practical luxury cars are characterized for the most part by BMW , Germany , their...
10 Pages(2500 words)Essay

Advertising Campaign

...a marketing degree helpful for their career. The chief objective of the promotion is to double the awareness of UniSA'smarketing degree in Hong Kong in a year and increase the applications for the degree by 30 per cent. STRATEGIES The promotion should highlight the key benefit or unique selling proposition (usp) of UniSA that should immediately appeal to the target audience. That is to say it should tell the audience how the University of South Australia is different from its competitors. A perceptual mapping will prove beneficial in this regard to chart the target audiences' perception of UniSA compared with that of Harvard school of business. "Before you embark on an image advertising campaign, you...
2 Pages(500 words)Case Study

Advertising Campaign

...Advertising campaign The aim of the present work is to analyze advertising campaign from the viewpoint of how advertising campaigns should be performed theoretically and main aspects they should account, and to create new improved advertising campaign. The object chosen for the present discussion is the Sheraton network of hotels, as the task for this paper was to choose an object out of hospitality/ tourism business. Sheraton's campaign analysis The last and the most recent Sheraton advertising campaign was launched on 10th of April,...
9 Pages(2250 words)Case Study

Advertising Campaign

...Advertising Campaign How to sell a product – this is what advertising is all about. To achieve this goal, advertising agencies go to great lengths to study how a product entrusted to them by a client company could make it to the shopping list of its intended consumers. As first step, the advertising agency mobilizes its creative workforce to formulate an advertising plan on how the product would be presented and sold to the prospective consumers. The master plan for an advertising campaign consists of the following: 1) Objective – here, the agency sets its sights on the type of market...
5 Pages(1250 words)Essay

Advertising Campaign: Blackberry Bold

...The BlackBerry Bold Campaign Analysis The marketing campaign behind the recently released BlackBerry Bold has its share of hits and misses. Thecampaign, spearheaded by RIM and AT&T, launched several advertisements and commercials in an attempt to capture a cross band of consumers for their new product, but in doing so may have fallen short of its initial goal. The most well known commercial appeared on CNBC, and depicted a track runner running the 200-yard dash while engaged in his BlackBerry Bold. The marketing goal was to connect to the sports and athletic minded demographic. The commercial shows the runner’s legs moving at a supersonic speed while everything else in...
5 Pages(1250 words)Essay

Analysis of a Fashion Advertising Campaign

...Fashion: Analysis of a Fashion Advertising Campaign of the of the Contents Contents 3 Background 4 Analysis 4 Image of the Brand 9 Values 9 Target Audience 10 References 12 Bibliography 13 Background Advertising plays a very important role in creating perceptions regarding fashion brands. Dolce and Gabbana has almost always used hyper sexuality in its advertising campaigns. According to the findings of Kilbourne (2005 cited in Gill, 2008) the use of sexuality in fashion brand advertisements rose from one-third in 1964 to one-half in 2003. Dolce and Gabbana has been well known for the use of...
5 Pages(1250 words)Admission/Application Essay

ADVERTISING CAMPAIGN

...that offers quality food for dogs and cats. The company designs all its advertisement campaigns in a manner that outlines its products to be of superior class for all pets. Purina Pet Care desires to establish a strong brand image so as to ensure that it is number one choice of all pet owners. Their target market is growing and young families who are inclined towards having more than one pet. In all Purina Pet Care’s advertisements main focus is pets and their owners. One of their recent campaigns had a tagline “a dog food you can rely on”. This statement clearly states that Purina Pet Care considers them to deliver superior quality dog food in America. A new...
3 Pages(750 words)Assignment

ADVERTISING CAMPAIGN

...Advertising Campaign The Smile of a Dog is a Sign of Success Objective: To inform the dog owners on how the “high-quality ingredients for outstanding nutrition and taste” being made by the Purina Pro Plan make dogs happy. Specific Objective: to ensure pet owners have made a step towards making their dogs smile. Budget: advertisement of this campaign will be through print ad. As a result of this, it will cost approximately $1000. Message strategy: majority of the pet owners do not know that the dogs that are often jovial are the most attractive (Astrid, 2013). Purina Pro Plan dog food constitute of ingredients that keep dogs healthy. Media strategy: the texts in the...
2 Pages(500 words)Assignment
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Essay on topic Advertising campaign analysis: BMW for FREE!

Contact Us