BMW Marketing Innovation (Case #26, Notes) Overview The most effective, efficient, and cost-effective way to reach the
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Overview
The most effective, efficient, and cost-effective way to reach the target audience is to eliminate waste coverage. (Waste coverage is members of the general population that do not fit these criteria.) The target audience is people with an average income of $100,000 and between the ages of 25 and 35.
A web-based campaign seemed the most effective way for BMW to minimize waste coverage and concentrate on its target audience.
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Decision Outcome Since the competition started to imitate BMWs advertising messages of outstanding quality BMW decided they needed to come up with a unique way of reaching their target audience They d...View the full answer
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Related Book For 
Global Marketing management
ISBN: 978-0470505748
5th edition
Authors: Masaaki Kotabe, Kristiaan Helsen
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