Advertising guidelines

Transcription

1 1 Advertising guidelines Introduction The advertising guidelines help to sustain the premium position of the brand image in the marketplace, which is essential for our ongoing success. General Rules Always use the Roundel in the three-dimensional format Only one Roundel per ad The Roundel may not be used as a design element. No other franchise or make is permitted (see below for exception regarding billboards). The retailer s name may not include any other brand of automobile in the retailer s signature. Any distress-type advertising or statements implying that products are difficult to sell, such as "closeout", "blow-out", or "clearance," is not in keeping with the image and is prohibited by these guidelines. Observing all federal, state and local advertising laws is the sole responsibility of each individual center. NA prohibits retailers from engaging in non-factual or derogatory competitive comparisons in advertising. All Corporate Identity rules must be observed. Please refer to bmwcenternet.com (path: Marketing, Advertising Materials, Marketing Tools, Corporate Identity Modules). Use of the font is encouraged, but is not mandatory.

2 Advertising guidelines, cont. 2 These guidelines apply to all forms of communication (see separate guidelines regarding stationary and business cards). Due to the limited amount of billboards available, the logo and word mark may appear with the logos and word marks of other manufacturers, with the following stipulations: o o o Clear separation is required between logos Only DBA specific information is permitted for and other manufacturers These rules also apply to parts supply trucks (mobile billboards) Other Guidelines Price Advertising Advertising focusing exclusively on aggressive low prices is prohibited. Overall value should be the focus. Tonality The tone of advertising should be positive and invitational. Advertising must encourage prospects to see what makes the drive so special. Legal Issues NA strongly encourages that all advertising be approved by a qualified attorney. Observing all federal, state and local advertising laws is the sole responsibility of each individual center. Avoid using Superlatives since they are very difficult to document and to support legally. Claims must be true and substantiated with research and/or printed articles from national publications. Endorsements and testimonies, such as quoting need the permission from the publications. Lease and interest rate advertising in particular are strictly regulated by law. Be aware of and fully observe all state and local regulations. Cooperative Advertising Program: For information regarding the Retail and Market Co-op Programs, refer to bmwcenternet.com (path: Marketing, Advertising Materials, Marketing Tools, Co-op Guidelines).

3 Incorrect ad 3 The tone of advertising should be positive and invitational. Advertising must encourage prospects to see what makes the drive so special. Avoid using Superlatives since they are very difficult to document and to support legally. Claims must be true and substantiated with research and/or printed articles from national publications. No other franchise or make is permitted NA prohibits retailers from engaging in non-factual or derogatory competitive comparisons in advertising. The retailer s name may not include any other brand of automobile in the retailer s signature. Improper use of ID box; Tagline missing. All Corporate Identity rules must be observed. Please refer to bmwcenternet.com

4 Incorrect ad 4 Any distress-type advertising or statements implying that products are difficult to sell, such as "close-out", "blow-out", or "clearance," is prohibited. Always use the Roundel in the three-dimensional format. All Corporate Identity rules must be observed. Please refer to bmwcenternet.com (path: Marketing, Advertising Materials, Marketing Tools, Corporate Identity Modules). NA prohibits retailers from engaging in non-factual or derogatory competitive comparisons in advertising. Any distress-type advertising is prohibited.

5 5 Incorrect ad Any distress-type advertising is prohibited. All Corporate Identity rules must be observed. Please refer to bmwcenternet.com (path: Marketing, Advertising Materials, Marketing Tools, Corporate Identity Modules). The Roundel may not be used as a design element.

6 Billboards 6 Clear separation of logos is required Due to the limited amount of billboards available, the logo and word mark may appear with the logos and word marks of other manufacturers, with the following stipulations: Clear separation is required between logos Only DBA specific information is permitted for and other manufacturers These rules also apply to parts supply trucks (mobile billboards)

7 Correct ad 7 Headline tone is positive and invitational, keeping with the image. Ad layout created using bmwcenternet.com. Retailer s name does not include any other brand of automobile in the signature. Corporate ID rules are observed. ID boxes show correct information. Three-dimensional Roundel used with The Ultimate Driving Machine tagline. Legal disclaimer observes all federal, state and local advertising laws and is the sole responsibility of each center.

8 Correct ad 8 Headline tone is positive and invitational, keeping with the image. Ad layout created using bmwcenternet.com. Retailer s name does not include any other brand of automobile in the signature. Legal disclaimer observes all federal, state and local advertising laws and is the sole responsibility of each center. Corporate ID rules are observed. ID boxes show correct information. Three-dimensional Roundel used with the Ultimate Driving Machine tagline.

9 Correct ad 9 The ad is exclusive. No other franchise or make is shown. Ad layout created using bmwcenternet.com. Retailer s name does not include any other brand of automobile in the signature. Corporate ID rules are observed. ID boxes show correct information. Three-dimensional Roundel used with the Ultimate Driving Machine tagline.

10 Title of deck Dept. code Date 3 Advertisement Restrictions If number and Web site address are in the copy, they should not be included in the copyright line. For all scripts, make sure the series (e.g., 3 Series) of the car is listed. Whenever sport wheels or any optional equipment are shown, a disclaimer needs to be added: "Optional equipment shown." Whenever an MSRP price is referenced in the headline, body copy or call-out box, the MSRP disclaimer needs to be added. Whenever a lease price is referenced in the headline, body copy or call-out box, the lease disclaimer needs to be added. All references to magazines or publications of any kind are to be italicized, not underlined.