BMW Checkmates Audi(37signals.com)
37signals.com
BMW Checkmates Audi
http://www.37signals.com/svn/posts/1675-santa-monica-bmws-checkmate
7 comments
This reminds me a lot of those ads that win big awards at the ad agency shows. I am always much more interested in meeting the designers than I am in buying the product.
In this case we have a bunch of people arguing about which ad is more clever, while nobody seems to have anything to say about why I might want to buy either vehicle.
Am I really supposed to put $75,000-$150,000 down for a car, and when somebody asks me why I chose it, say "Their ad made the other company's ad look silly?"
In this case we have a bunch of people arguing about which ad is more clever, while nobody seems to have anything to say about why I might want to buy either vehicle.
Am I really supposed to put $75,000-$150,000 down for a car, and when somebody asks me why I chose it, say "Their ad made the other company's ad look silly?"
clever ads == good public image == exploiting bias of people == profit!
>What do you do if you’re Audi?
Claim BMW is playing the wrong game. Come back with something like: "King me," as an allusion to checkers, and then a quip about choosing Audi being the clear and simple choice.
Claim BMW is playing the wrong game. Come back with something like: "King me," as an allusion to checkers, and then a quip about choosing Audi being the clear and simple choice.
"It's like they're playing checkers and we're playing chess" is too obvious a response.
Not to mention you'd want to win at chess, not checkers.
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It's cool that, according to the article, the BMW ad is by a local dealer, in response to Audi's national campaign.
How does car advertising work? Do the manufacturers compensate dealerships for doing ads? Do dealerships pay a monthly fee to help the manufacturer with marketing efforts? I've always wondered how that works...
Its just like if you get a restaurant franchise. A portion of your income goes back to the manufacturer for national sales, and you have to spend at least so much of your income on local advertising.
there is something like $300 in advertising budget for each car the dealer gets. At least all the "get a good deal on a car" type writeups say that you need to get the dealer to drop that amount to get the best deal
As if anyone bases their purchase of a $100K car on some clever billboard. The amount of money that has been wasted on advertisements in the past century probably surpasses that of the losses the banking sector has incurred in economic crisis in the same century.