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Automakers

BMW ad campaign aims for buyers' head, heart

BMW's ads persuade buyers that they can own a luxury vehicle for the cost of a mass-market vehicle.
AS
By:
Arlena Sawyers
June 19, 2006 05:00 AM

A new marketing campaign for BMW's certified used-vehicle program targets consumers' emotions as well as their desire for a good deal. Its tag line: "Drive with your heart. Buy with your head."

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