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Scholastic
Portfolio
BMW X5
"Are You Ready?" Campaign
BMW has long been looked upon as one of the
top automobiles manufactures in the world. For decades they have
developed and marketed vehicles that meet the most stringent guidelines.
BMW’s are race tested and possess a certain feeling and personality
every time one steps into the vehicle. When developing an SUV, BMW
used the same level of expectation. Because of this, the SUV world
will soon be dealt the biggest trump to date: the BMW X5. How the
world handles it is another story.
Laffy, Inc. an Advertising Firm has
prepared a detailed six month advertising campaign for the pre-release,
release, and post release of the X5. We plan to accomplish in this
report would be describing BMW history starting with the founding in 1917,
leading to the present day business situation, the Luxury/SUV market, the
brand and product and it’s competitors, and the target market. We will
then describe Laffy, Inc.’s creative plan, including using three
mediums, print, billboard, and TV, discussing the budget, S.W.O.T.
analysis, and proposed advertisements.
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