Chapter 8 - Chapter 8 Text Notes 262-3 gist of iPhone...

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Chapter 8 Text Notes 262-3 gist of iPhone introduction -- Steve Jobs introduces iPhone at MacWorld in January, teaser ad runs during Academy Awards, then nothing to build speculation and buzz, June launch = success Steve Jobs introduces iPhone at Macworld in January by pulling it from pocket of his blue jeans, gaining him a standing ovation The a teaser ad, created by long time Apple partner TBWA/Chiat/Day, ran during academy awards broadcast, iPhone appeared ever so briefly followed by “Hello” and “coming in June” This commercial explained nothing about the product and no additional ads appeared for several months. Buzz built on its own. bit of mystery and ambiguity can be very good thing in the early stages of an ad campaign With all buzz and stimulating of demand June launch was a success 264 The Advertising Plan and Its Marketing Context the ad plan is a written document that is an extension of marketing plan statement of a brand’s value proposition=device used to explicitly connect the marketing plan with the advertising plan statement of brand is supposed to stand for derives from firm’s marketing strategy, and willg uide all ad-planning activities. including all IBP is a subset of larger marketing plan Advertising plan- specifies the thinking, tasks, and timetable needed to conceive and implement an effective advertising effort. Apple e.g !265 Ex. 8.4 -- the adv. plan -- seven major heading plus sequence of steps + gist of each step Introduction executive summary the most important component of the advertising plan two paragraphs to a page in length offered to state the most important aspects of the plan This is the take-away, that is, it is what the reader should remember from the plan essence of the plan overview sets out what is to be covered, and it structures the context where you can make or lose a lot of points with your boss or client Situation Analysis Objectives Budgeting Strategy Execution Evaluation 266-8 know only four components of situation analysis - where the client and agency lay out the most important factors that define the situation, and then explain the importance of each factor. Historical Context No situation is entirely new, but all situations are unique. important to know how firm arrived to current situation agency should know a lot about the history of all the principal players, the industry, the brand, the corporate culture, critical moments in the company’s past, its big mistakes and big successes. Fact is- no matter what advertising decisions are made in the present, the past has a significant impact.
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Chapter 8 Text Notes history included in ad plans to demonstrate the thoroughness of the agency’s research, the depth of its knowledge, and the scope of its concern. Industry Analysis
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Chapter 8 - Chapter 8 Text Notes 262-3 gist of iPhone...

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