2005年宝马汽车E90上市媒体策略分析.pptVIP

Key brand media spending -- by modelBMW 3s/Audi A4/MB C Class Source : Nielsen Media Research RMB’000 14,573 111,134 95,826 115,930 31% 69% 40% 51% 8% 38% 54% 7% 53% 40% 9% 1,207 54,537 65% 14% 2,284 5,775 91% 20,314 44% 47% 21% 11,262 890 6,913 BMW 3s Audi A4 MB C Brand Campaign +663% +844% +21% -89% 96% of MG spending was for 3s’s loose insertion Key brand media spending -- by modelBMW 5s/Audi A6/MB E class Source : Nielsen Media Research RMB’000 42,569 51,638 122,608 73,639 5,372 20,456 8% 23% 69% 27% 39% 33% 8% 52% 40% 9% 70% 21% 76% 17 80% 10,135 10,168 65 100% 93% 6,997 67% 12,417 43%