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:

Formality

The level of adherence to established conventions or protocol, often determined by the context or audience.

Miscommunication

A failure to communicate effectively, where the intended message is not correctly understood by the recipient.

Bias

A tendency to favor one viewpoint or perspective over others, often leading to unfair outcomes or judgements.

Action Items

Tasks or activities that have been assigned or need to be accomplished, usually arising from a meeting or planning session.