Several Years Ago, BMW Produced the Hire, a Series of Short

question 74

Essay

Several years ago, BMW produced The Hire, a series of short films that were distributed online. The purpose of the film was to make the BMW brand relevant to young males who, BMW hoped, would become interested in the brand and would be more likely to purchase a BMW in the future. The films were directed by popular action-film directors of that time, and showed the BMW engaging in high-speed chases and other high-adrenaline situations. No actual product information was provided. BMW made it easy for site visitors to share the videos with friends. The films were viewed millions of times, and BMW considered it a highly successful promotion. Of the factors affecting the consumer decision process, which ones were the primary factors this campaign sought to use to affect the consumer decision process of those who watched the films?

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Definitions:

Public Corporation

A company whose shares are traded freely on a stock exchange or markets, owned by public shareholders, and subjected to regulatory reporting requirements.

Model Business Corporation Act

A uniform set of laws that is designed to regulate the formation, operation, and dissolution of corporations, adopted by many U.S. states to facilitate business.

Close Corporation

A corporation with a limited number of shareholders and no public shares, often operated by a few individuals with closely aligned interests.

Charter of the Corporation

A legal document issued by a governmental authority that establishes a corporation and outlines its basic terms of operation, rights, and responsibilities.