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Secara garis besar, pesan komunikasi pemasaran disampaikan melalui:
> Program advertising yakni (1) Katalog Neiman Marcus Chrismas menawarkan Roadster pada Special Bond Edition (2) Memasukkan fitur Z3 pada situs BMW;
> Program public relations dengan mengundang lebih dari 200 media massa pada (3) event "unveiling the car" di Taman pusat New York, sehingga muncul berbagai berita di Hard Copy, This Morning's Business, The Money Wheel, dll;
> Program publicity lainnya seperti (4) Mengisi acara "Tonight Show" Jay Leno; (5) Mengisi acara Radio Program DJ (6) Membuat video "Go: An American Road Story" untuk kemudian dikirimkan dan dimuat di media cetak segmen bisnis dan gaya hidup (Business Week, Forbes, Fortune, dll) serta segmen majalah otomotif (Car and Driver, Auto Week, Auto World)...
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