Ch 8 Book Notes - Chapter 8 Intro. Scenario: Polishing the...

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Chapter 8 Intro. Scenario: Polishing the Apple (again and again) Steve Jobs introduces iPad in January 2010 In March teaser ad runs during the Oscars, then nothing to build speculation and buzz April launch with branded entertainment of “Modern Family” episode built around desire for new iPad (as discussed in class) Jobs acknowledges the key role of Apple’s ad agency in IBP success: “it’s a team effort” o JHM says “fact that Jobs is on Disney/ABC board helps with placement on ABC program “Modern Family”—the guy is super savvy and plays all the angles” 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. IBP components built on a seamless + synergistic way Jobs + agency – exceptional example of blending elements 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 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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This note was uploaded on 12/04/2011 for the course ADV 318J taught by Professor Murphey during the Spring '07 term at University of Texas at Austin.

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Ch 8 Book Notes - Chapter 8 Intro. Scenario: Polishing the...

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