Chapter 8 - Chapter 8 Steve Jobs(CEO of Apple needed a new...

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Chapter 8 Steve Jobs (CEO of Apple) needed a new product to boost his sales. The new product was iMac which allowed people to get onto the Internet a lot faster than other personal computers. His market research at that time was telling him that one of the consumer’s primary motives for buying a personal computer was to hook up to the Internet. Exhibit 8.1—iMac’s outdoor ad—the top 10 metro markets were targeted Exhibit 8.2-8.4—great ads across media (for the iMac) Exhibit 8.5—the advertising plan Introduction (executive summary, overview) Situation analysis (historical context, industry analysis, market analysis, competitor analysis) Objectives (quantitative benchmarks, measurement methods, criteria for success, time frame) Budgeting (methods, amount, justification) Strategy (clear and concise articulation of how the plan will achieve its objectives) Execution (copy strategy, media plan, integrated brand promotion) Evaluation (criteria, methods, consequences and contingencies)
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This note was uploaded on 03/19/2008 for the course ADV 301 taught by Professor Murphy during the Spring '08 term at University of Texas.

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Chapter 8 - Chapter 8 Steve Jobs(CEO of Apple needed a new...

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