BMW of North America is pushing its entry-level 318ti coupe in its first-ever Web banner ad buy.
BMW also became the second major advertiser for a tiny Generation X Web zine dubbed Crisp .
Crisp was BMW's last banner ad buy, and it spent the remaining few thousand dollars in its budget on the site.
"We're trying a number of controlled experiments for the 318ti," said Jim McDowell, VP-marketing at BMW. The automaker will evaluate the success of the program at monthend.
Consumers can print out a coupon for a test drive.
Contributing: Debra Aho Williamson.
Copyright July 1996 Crain Communications Inc.