For its Certified Pre-Owned (CPO) program, BMW of North America has launched a national TV, print, radio and Internet marketing campaign program. It includes four radio spots, three TV commercials. The print ad will come out in magazines like Wall Street Journal, Business Week, USA Today, Money Select Edition, Auto Week, Time Top Management, Sports Illustrated Select Edition, Time Global Business and Roundel. Publicis New York has created the ‘Drive with your heart. Buy with your head’ campaign.



The ad targets prospective customers for whom a Certified Pre-Owned BMW is more viable than a new one. All the three TV commercials convey their message in different styles.



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