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| Topic: |
Business
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| Number of pages / Number of words: |
3 / 698 |
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In addition to up and coming quality directors, the cast of the films fitted into a similar category again fitting with the integrated communication approach.
The innovative nature of the marketing campaign also created a stir in its own right. BMW had a limited marketing budget, but by cleverly marketing the films as motion pictures they created significant media attention and the quality of the films themselves then got credible critical reviews...
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BMW had a limited marketing budget, but by cleverly marketing the films as motion pictures they created significant media attention and the quality of the films themselves then got credible critical reviews. All of this helped underpin the image of quality and excitement that the company cultivated.
In summary, the adoption of an integrated communication approach led BMW to explore non-traditional advertising methods, which could be directed very successfully at a target audience...
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General points of the essay
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