Ch. 16 - Advertising, Public Relations and Sales Promotion

There are numerous type of advertising in marketing but one of the major types of advertising BMW displays is product advertising. Their focus on product advertising is so strong that it distracts the positive programs BMW has such as “Corporate Giving “where in 2014 BMW gave away 36 million dollars; 47% to education, 35% to the community and 18% to the arts, needless to say their product advertising was a success because when you hear BMW the first thing that comes to mind is nothing else but luxury vehicles. One of BMW’s primary focus in product advertising is competitive advertising, BMW has convinced and still is convincing consumers that BMW is the way to go if you have the urge for luxury which is evident due to 1,905,234 sales in 2015. Even though there are other luxury cars, the BMW brand is not just luxury, but also high class, fashion and to be part of the elite. Another strategy BMW displays is pioneering advertising with their constant upgrades. In society today everything we use has some type of technology which increases regularly, BMW not only keeps its vehicles up to date with top of the line car technology but also futuristic technology that other cars don’t have which makes consumers not only get the urge to want BMW products but makes them feel as if they need their products to drive in the most efficient way.