Promotion

The placement of new advertising campaigns is probably just as important as the advertisements themselves.  “An advertising campaign is a series of coordinated ads, based on an overarching strategy and closely related ideas and connected by look and feel, voice, tone, style, imagery, and tagline.” (Advertising by Design; Landa, Robin; 188)  Especially when introducing a completely new campaign, the placements of the ads need to be expertly placed in order to get them the most exposure.  Considerations must be taken towards the target markets, interests, what they read daily, what television shows they watch, and where else they may see advertising in their daily lives. 

The most effective forms of advertising for BMWs new advertising campaign for the 3 Series may be magazines, television commercials, and website banner campaigns.  “Many clients and creatives believe that repetition is crucial and so tend to prefer ‘triplets’ across media; triplets ensure viewer recognition of the brand message” (Advertising by Design; Landa, Robin; 203)  The target market for the new ad campaign is going to be young females 25-35 years of age who make 75,000+ per year.  These upwardly mobile individuals are coming into their own and are able to make their first big ticket item purchases.  Their young age also makes them especially prone to reacting emotionally to a product.  If we are to repeat the ad campaign in magazines such as Vogue and Harper’s Bazaar, as well as television shows like Dancing with the Stars and Glee, and also social websites the market visits such as Gawker.com  and facebook.com, the new ad campaign will be made noticeable in almost every aspect of their lives. 

“Style is a visual look and feel based on the particular characteristics that contribute to the overall appearance.” (Advertising by Design; Landa, Robin; 203)  The style of all these forms of advertising must be the same.  The television commercial will be the all-encompassing aspect of the campaign, the one most focused upon.  All the other advertisements will spring from this one ad, print ads will be stills from the commercial and Internet banners will have the same color scheme and typeface.  “Most art directors prefer consistency in imager and typeface(s) – for example, if photograpy is used in one aspect of the campaign, then it is used throughout.” (Advertising by Design; Landa, Robin; 203)  This repetition will allow the target audience to begin to recognize the advertising campaign no matter in which medium they view it as they become familiar with the new advertisements.  This will allow for a greater chance of BMW reaching its target market more often and more effectively.