BMW GEARS UP TACTICAL LOCAL ADS

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[woodcliff lake, n.j.] BMW of North America will spend more on "tactical" advertising at the local level, taking greater control over what had been a dealer function, according to Automotive News.

At present, BMW divides the U.S. into 29 areas, with 22 dealer ad groups, served by 14 agencies chosen by dealers. By Jan. 1, BMW's new setup will have 19 market areas, served by four agencies, one for each of BMW's four regional offices.

BMW will choose the agencies and fully fund marketing within the areas, instead of sharing ad costs 50-50 with dealer groups. Dealer representatives will have input in the process.

If dealers choose to contribute money over and above BMW's budget, BMW will match those funds.

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