Advertising Industry
Industry: Email Alert RSS FeedBMW RETURNS TO NET TV IN ADS TOUTING 3 SERIES: $50 MIL BUDGET SUPPORTS FALLON CAMPAIGN TO RUN THROUGH JUNE '99
Advertising Age, September, 1998 by Halliday, Jean
BMW of North America is returning to network TV after a two-year hiatus to woo buyers for the 1999 3 Series, its best-selling line.
The marketer has a two-prong strategy: to continue touting 3 Series driving-performance virtues, while adding information about its safety, technology, roominess and price.
ADS ON NFL BROADCAST
Two spots from Fallon McElligott, Minneapolis, break tonight during ABC's "NFL Monday Night Football." But the biggest push starts next week on fall series premieres, a flight running through the week of Oct. 5.
Steven Facini, VP-account director at DeWitt Media, New York, BMW's media buyer, said about 70% of the TV buy is network "to cast a larger net" for prospects.
"Dealers are very enthusiastic that BMW is going...
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