CBT-Marketing Class (WEEK 3) Hello Class. This week we'll discuss the concept of market segmentation in advertising. We are all familiar with the BMW brand, however, please see the embedded videos and discuss if both commercials can be effective across Bimmer's Target Market.
Commercial 1:
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Commercial 2:
8 comments:
What a Imagination!!!......The two comercials are really cool. I think Commercial 1 sends a better image or message to the buyers, mainly because they are using their imagination to get into our minds, The old guy in the commercial says something really important which send a good message to people viewing this commercial.. which is "The walls between art and Engineering exist only in our minds" and that it is exactly what BMW its doing... As far as commercial 2, its really similar to others I have seen, its the same idea..just trying to show the car its the fastest one out there which is not by the way...lol
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yvette, this is my comment to you... lol... mm.. I dont think both of the commercials are effective across Bimmer's Target Market, because only in the second commercial they are trying to show how fast the M5 is, (M5 it is not a car everyone can buy) and the first commercial its not showing any car except for the brand BMW at the end, yes it will create a macro propaganda for BMW, but if they are trying to Target people, they should be showing theirs cars, promotions, specials deals..... What's your opinion... lol
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Very good Sebastian!! So...you think commercial 1 is actually targeting consumers like you and me? Yvette, I'm still waiting for your comments.
Yes. I think in Commercial #1 they are targeting people like us, using their imagination.. Also what I see in the commercial is that BMW is trying to send a message by showing Imagination can take us to the next level. Also they are trying to show that they are using their imagination to create innovation in their products that nobody else can created....
These are great commercials. first off, neither of them show the product or mention the company in any way until the very end so they force the viewer to watch and think before they actually know what the commercial are for. second, it's like they want to get out of the normality of car commercials (e.i. showing off sleek shiny cars with fancy interiors) BMW was thinking way outside the box for these two definitely trying to expand the viewers thoughts on how things could be if they open their minds to new idea..
to answer sebastian, you're definitely right at least for Americans which is beer and girls in bikinis go so well together. us as Americans are far to impatient and want commercials to get to the point already, at least they have been in the past. in the 80's and 90's thats basically all that it was, a sensory overload. I really think BMW has a good concept with these two, show you something completely different, make you think about it for a while as for a good 15 seconds, they show you their car and/or logo so you can finally combine the two.
I think they are trying to get everyone's attention, those who can afford and those who aspire to own luxury cars.
Very good both of you. I'm sure we are going to have a blast during the Ads Critique in week 6.
Sebastian: Quote:"yes it will create a macro propaganda for BMW, but if they are trying to Target people, they should be showing theirs cars, promotions, specials deals..." Yes, they should, but that is called branding and we will discuss it on week 6. Also, Kudos on your website...nice bikes.
Yvette: Quote: "These are great commercials. first off, neither of them show the product or mention the company in any way until the very end so they force the viewer to watch and think before they actually know what the commercial are for." right on the money. These commercials have very different intentions.
Review: These commercial are completely different in term of who are they really targeted to. Commercial 1 is part of a "branding" strategy where they actually target everybody to reinforce the BMW brand. This is usually costly and done by companies with an established brand name and/or the financial muscle to sustain it.
Commercial 2: is more tailored to the Target audience ready or considering to purchase a new car (for those who could afford it). This is more mainstream and is being used to create an awareness of the Car itself.
Great comments class.
Class, remember about turning in your homework for Week 3 as well as the Article Research Assignement.
We will pick the company in which you will base your group Marketing Brief/Presentation due Week 8
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