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