BMW pushes 'Responsiveness'

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BMW of North America breaks a major branding push on TV Aug. 11 touting driving performance. BMW will spend about $30 million through the first quarter of 1998. Print for the "Responsiveness" campaign breaks in September. Fallon McElligott, Minneapolis, used cameras mounted on BMWs for the five, 30-second, b & w spots. BMW, which just reported its best seven-month U.S. sales in its history, plans to increase its annual advertising budget of $80 million by about 10%.

Copyright August 1997, Crain Communications Inc.

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