BMW ADVERTISING GUIDELINES GENERAL REQUIREMENTS All dealers are required to adhere to BMW Advertising Guidelines for all marketingto be eligible In mediums where dealer-developed creative is eligible, 50% or more of the content is required to for Added Value Program and Retail Co-Op reimbursement.Up to three warning letters will be highlight BMW products/features and current sales offers. issued within any 24 month rolling timeline from the date of the first infraction for advertising Centers must advertise under their DBA name in both copy and logos . They may reference affiliation that does not meet the Advertising Guidelines with a specific dealer group only once in an ad; it must be in BMW fontif in copy. They cannot use a Advertising Guidelines are one of several components within Brand Standards and address group logoin advertisements. consolidated advertising, website and trademark standards. They include the following • Aleaseprice,APRorMSRPmaynotbeusedinthe headline.Theonlyexceptionto this is sections: on bannerads. •GeneralRequirements • No ancillary graphics or images may be used 3excluding a dealer logo, vehicle photography, map, or Ultimate Service®graphic. •New VehicleRequirements BMW NA has assigned to each Center in writing a geographic area consisting of a collection of zip • Certified Pre-Owned Requirements code areas or census tracts, which shall be the Center9s PMA. The Center9s PMA is the area in • Medium-SpecificRequirements which a Center will primarily promote and sell BMW Vehicles.Any medium that can be purchased at To learn more about the Added Value Program please visit - CenterNet- a PMA level must be purchased at a PMA level rather thanDMA.If you are unsure of your PMA, Center Development Portal 3Added Value Program. please contact your AreaManager. To learn more about the Retail Co-Op Program and claim submission requirements please see the New facility (grand opening or Center relocation), Center of Excellence and M certification may be Retail Co-Op Submission Guidelines and Medium-Specific Requirementssection on pages 9 -14. incorporated into advertising, but may only be used as support to the overarching sales message. GENERALREQUIREMENTS Centers may advertise the Center of Excellence award during the year awarded and until the next year9s All materials needed to create advertising are available on BMW Marketing Central. awards are announced. All Center of Excellence advertising must include the year the award was granted (e.g., 2017Center of Excellence winner, etc.). Advertising must include the current Center of All advertising must use the BMW font. Dealers must use black or gray font on a white background.MBrandcan Excellence logo if mentioned. If advertising the number of years the Dealer has earned the Center of usewhitetext onblackbackgrounds. Headlinesorsubheadsmay appear on BMW photography, white text on a Excellence award, only the number of consecutive years won (including the current year) can be dark colored image and black text on a light colored image. Headlines and subheads must becapitalized. advertised. • Non-BMW font exceptions will be made if a dealer9s logo contains a non-BMW font. Dealer Advertising developed by BMW is only eligible if ad date occurs within usage dates. Theuse of the word taglines are required to be in BMWfont.