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Essay / Research Paper Abstract
A 3 page paper that discusses the effectiveness of this company's marketing campaigns. The writer reports an award the company won, the innovative strategy to create one advertisement and the company's tie-in with Bond films. Bibliography lists 4 sources.
Page Count:
3 pages (~225 words per page)
File: MM12_PGsnye.rtf
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Unformatted sample text from the term paper:
Ericssons new K700i combined camera phone the company wanted to launch this phone as the imaging phone to have and at the same time, the company wanted to transmit the
idea that Sony Ericsson was the leader in imaging (PPA Marketing, 2006). To launch this phone the company chose magazines as their primary marketing medium (PPA Marketing, 2006). Magazines allowed
the company to reach numerous audiences so they used a variety of entertainment magazines, specialty magazines, womens magazines and mens magazines (PPA Marketing, 2006). They wanted to attract gadget
lovers who would form an emotional bond with the company (PPA Marketing, 2006). They used different approaches in each of the different types of magazines that allowed them to reach
the audience they were targeting (PPA Marketing, 2006). The type of campaign the company used is called viral marketing (PPA Marketing, 2006). The company distributed branded merchandise to a select
group of people to create brand awareness and also to raise awareness of Sony Ericssons sponsorship of the Empire Magazines Annual Film Awards event (PPA Marketing, 2006). The campaign was
successful, which was evidenced by the "14,000 warm leads" generated through the campaign (PPA Marketing, 2006). Phil Cutts from PPA Marketing said: "This mixed-media approach is proven to be a
highly effective technique and demonstrates the versatility of consumer magazine advertising" (PPA Marketing, 2006). More recently, to demonstrate the clarity and power of their camera/video phones, the company shot an
entire advertisement on the Sony Ericsson C905 Cyber-shot handset (Mobile Marketing Magazine, 2008). This was a first in the mobile phone industry (Mobile Marketing Magazine, 2008). The pictured are being
used in the December issue of FHM, a Bauer Medias lads magazine (Mobile Marketing Magazine, 2008). The message is that this companys mobile phone can shoot high resolution pictures of
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