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Bmw Z3 Roadster

Launching the BMW Z3 Roadster
1. Jelaskan strategi komunikasi dan promosi yang dilakukan oleh BMW Z3?
BMW pada seri Z3-nya menerapkan strategi secara nontraditional, tidak lagi fokus pada promosi melalui iklan semata, tetapi justru menggunakan strategi product placement yang mana menempatkan produk BMW pada syuting film James Bond 007: Golden Eye. Secara garis besar, pesan komunikasi pemasaran disampaikan melalui:
► Program advertising yakni (1) Katalog Neiman Marcus Chrismas menawarkan Roadster pada Special Bond Edition (2) Memasukkan fitur Z3 pada situs BMW;
► Program public relations dengan mengundang lebih dari 200 media massa pada (3) event "unveiling the car" di Taman pusat New York, sehingga muncul berbagai berita di Hard Copy, This Morning's Business, The Money Wheel, dll;
► Program publicity lainnya seperti (4) Mengisi acara "Tonight Show" Jay Leno; (5) Mengisi acara Radio Program DJ (6) Membuat video "Go: An American Road Story" untuk kemudian......


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Approximate Word Count: 481
Approximate Pages: 2 (250 words per double-spaced page)

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