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1. With thoughts of the Toyota Prius in mind, if you were the brand manager for this brand, what would you do to generate explosive self-generating demand? 2. BMW employed the services of top film directors to develop five-minute short films with a BMW vehicle as the subject of each “short.” These films are available for viewing on the Web ( Apparently this site has attracted an enormous number of viewers. With reference to pertinent material in the chapter about word-of-mouth influence and buzz-building efforts, explain why this alternative marcom effort may be effective for BMW’s featured brands.


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