NYT: BMW Increases Web Ad Spending

Here ‘s an excerpt from the Times article:

The campaign seeks to reassure potential buyers that the new model is indeed a “pure BMW” despite being smaller and less expensive. The ads are the result of a collaboration between two agencies: GSD&M Idea City in Austin, Tex., part of the Omnicom Group, and Dotglu in New York, part of the Kirshenbaum Bond & Partners division of MDC Partners.

Almost half the spending for the campaign, estimated at $15 million to $25 million, is being devoted to online media. By comparison, executives at BMW of North America say, Internet ad spending for other models ranges from 1 percent to 15 percent of the total ad budgets.

+ BMW Turns to the Web for Its 1-Series / NYT

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  • I wonder how much of this budget includes the “wonderful” Rampenfest online viral campaign. In this article they mention a lot of the sites this marketing ploy was viewed on. Which IMHO was a big waste of money, it actually aggravated me rather than convinced me to buy a car.