eMarketing: The Essential Guide to Online Marketing

Saylor URL: http://www.saylor.org/books Saylor.org

The digital media campaign reached over 450,000 individuals and drove over 11 percent of the test-

drive bookings concluded on the BMW Web site over the campaign period.

CASE STUDY QUESTIONS

1. How do you think BMW benefited from adapting existing print advertising for the online campaign?


2. Describe the target audience of the BMW 1 Series. Why is it suited to an online campaign??


3. Consumers are unlikely to purchase a car online. How would you measure the success of this campaign?