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iPod Touch 3rd Generation
1. Company & Competitor Analysis
2. Developing Advertising Strategy
3. Creative Plan
4. Media
Contents
Product Table
Mp3, Computer,
i-phone
Best Global Brands
2009 Apple 20th
(source: interbrand)
Power Brand
&
IT Brand
1. Company & Competitor Analysis
1. Apple
Variable Product
TV Ad- Big Bang
Slogan Idea Station
Q2, Q5
High Cost and High Quality
TV Ad So Ji-sub
Slogan- My Digital Pride
2.
i-station
3. Cowon
Similar Quality
i-pod Touch need to provide additional value to customers.
1. Company & Competitor Analysis
2. Developing Advertising Strategy
Purchase
Liking
Preference
Conviction
Awareness
Knowledge
I-pod Touch 3rd
Early Market �넂 Growth
1. Ad Objectives
13-18
2���(�깮�왂)
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sers.
We install experiential sections in the places where customers
often go like theaters, coffee shops and schools.
Customers can realize that i-Pod is a tool which they can
whatever they want with, by playing games,
surfing the internet and listening to music.
BTL
We support customers with scholarship.
We help them to recognize i-Pod as an instrument which
can make their dreams come true.
Events
4. Media
TV
Internet
Magazine
PR
Event
experiential sections
ATL
BTL
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�븘�븘�뙚�꽣移� ipodtouch 留덉���똿 愿묎퀬�쟾�왂(�쁺臾몃젅�룷�듃).ppt
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