Ch 8 Book Notes - Chapter 8 Pgs 262-263: Intro. Scenario:...

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Chapter 8 Pgs 262-263: Intro. Scenario: Polishing the Apple (again and again) Steve Jobs introduces iPhone at MacWorld in January Teaser Ad runs during Academy Awards: o Since the ad didn’t say anything about the iPhone, there was nothing to create buzz However the buzz created itself One should note that a little bit of mystery and ambiguity can be a very good thing in the early stages of an ad campaign June launch= Success Pg 274: What is an Ad Plan? Specifies the thinking, tasks and timetable needed to conceive and implement an effective advertising effort. It is a written document that is an extension of marketing plan. The executive summary is the most important component of the plan o Typically two paragraphs to a page in length o States most important aspects of a plan o This is that takeaway: what the reader should remember from the plan Pg 265: Steps in the Advertising Plan Intro o Executive Summary/overview Situation Analysis : Where the client and the agency lay out the most important factors that
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Ch 8 Book Notes - Chapter 8 Pgs 262-263: Intro. Scenario:...

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