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Perhaps he could be reminded.

Car just won an award, which would direct him to look up more info about the car and why it's considered good.

Maybe they just made an update to the car model he likes, but is not aware of this change.

Maybe that'll give him a slight nudge toward buying the thing he was already going to buy, but how valuable is that nudge? BMW has a lot more to gain by providing that info to someone who isn't already into their cars.

You don't make these decisions in one go. One ad doesn't make someone who isn't into cars go out and buy a BMW. The money is in tipping someone who's been thinking about getting a BMW for a while over the edge.

I wasn't talking about people who aren't into cars at all. I was talking about people who aren't into BMWs in particular. If I'm about to spend a lot of money on a car, I'd think that BMW would want me to know about theirs.

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