Marketing Communications -case study

Please read case A continuing story or a new little Mini adventure? Answer the following questions. Approximate length, ½ page per question. Use APA format for your paper.

  1. How has BMW achieved continuity of brand message without alienating existing customers and encouraging new Mini purchasers?
  2. What elements of the marketing communications mix have been used to build and/or maintain the Mini brand narrative?
  3. List the ‘explicit’ and ‘implicit’ elements of communication illustrated by the ‘It’s a Mini Adventure’ campaign.

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