아아팟터치 ipodtouch 마케팅 광고전략(영문레포트)

iPod Touch3rd 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 → Growth
1. Ad Objectives
13-18
…