advertising critique - Plunkett1 Jessica Plunkett July 28,...

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Plunkett 1 Jessica Plunkett July 28, 2010 Bookworm: When Reading Comes To Life Advertising Management
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Introduction The eReader is a line of tablet computers designed, developed and marketed by LibraTech primarily as a device for media including books, periodicals, movies, music, games, and web content. Its size and weight fall between those of present-day smart phones and laptop computers. Like many devices today, the eReader is controlled by a multitouch display, something not seen from most previous tablet computers, as well as a virtual onscreen keyboard instead of a physical keyboard. The eReader uses Wi-Fi connection to access local area networks and the Internet. Some models also have a 3G wireless network interface which can connect to data networks and on to the Internet. An image can be said to have a symbolic effect whenever it moves us emotionally or intellectually. We might identify with the image or be resistant to it; the image might bring about our sympathies, trigger our fears, or call forth a web of ideas, memories, and associations. One of LibraTech’s purposes is to create devices that capture these images that urge us to believe ideas, buy things, go places, and feel as if we are right there in the book we read. Product Naming Strategy The product naming strategy is the discipline of deciding what a product will be called, and is very similar in concept and approach to the process of deciding on a name for a company or organization. Product naming is considered a critical part of the branding process, which
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Plunkett 3 includes all of the marketing activities that affect the brand image, such as positioning and the design of logo, packaging and the product itself. Product naming involves the application of creative strategies and results in a brand name that becomes a product’s identity. The process involved in product naming can take months or years to complete. Some key steps include specifying the objectives of the branding, developing the product name itself, evaluating names through target market testing and focus groups, choosing a final product name, and finally identifying it as a trademark for protection. In the short time period I feel I have come up with a few attention grabbing names for our new product. The first name that I have come up with is a play on the “Ipad”. Since the product was first introduced to me as an eReader I thought why not name the product Epad. However I felt that there would be some type of lawsuit to our company for being too similar in brand name. So I thought to myself what would be a great name that would catch the attention of consumers and draw them away from competitors. Then it hit me. What is the one name that people across the country call people who read a lot? A bookworm. I felt this was a very creative name for our product. I can hear it now. “Hey where did you get that new Bookworm?” I think that it is a catchy name and a name that people are familiar with. It describes the product in that it is a
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advertising critique - Plunkett1 Jessica Plunkett July 28,...

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