Careful targeting, consistent positioning, and a good match between message and media have all helped Bayerische Motoren Werke (better known as BMW) to accelerate sales revenue on a relatively small advertising budget. The company based in Munich, Germany, markets such well-known global brands as BMW, Mini Cooper, and Rolls-Royce, as well as BMW Motorcycles.
Although other multibrand automobile manufacturers offer a range of vehicles for mass-market and upscale segments, BMW has followed a different route to profitability. The automaker focuses exclusively on highend vehicles, targeting drivers who are affluent, successful, demanding of themselves and their cars, and interested in the time-saving convenience of automotive technology.

1. Evaluate BMW's use of movies in its integrated marketing communications program.
2. What types of objectives is BMW attempting to change through its television commercials?
3. How does BMW's extended sampling facilitate the personal selling efforts when customers visit a BMW dealership?