Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack

تمرين 18

Lighting Up Kindle
The world of book publishing and book reading is currently undergoing radical changes that are largely being driven by new technologies. Authors who previously found themselves shut out of traditional publishing can now use the Internet to distribute their books on topics ranging from self-help to political ideology.
After the initial wave of e-book releases, including one by well-known author Stephen King, changes in consumer book-purchasing patterns slowed. Noted New York literary agent Peter Rubie believed that the secret was mobility. He stated that "as soon as someone can carry an e-book to the beach without needing a laptop, the industry is going to change."
That day may have arrived. In late 2007, Jeff Bezos, the founder and CEO of Amazon.com, announced the release of a revolutionary new product-the Kindle. The Kindle is a wireless, portable reading device that offers instant access to more than 90,000 books, blogs, magazines, and newspapers. The technology behind the Kindle is the same as that contained in cell phones, which means that users do not need to find a wi-fi hotspot to use it. The Kindle weighs 10.3 ounces and can carry 200 books at any time. Readers can download books, magazines, blogs, and newspapers from any location.
The device offered a variety of new features. For example, if a person does not know the meaning of a word in a text, the word can be highlighted and then found in an instant dictionary. Links to other sources, such as Wikipedia, are also available.
The great benefit of Kindle to authors is that their books remain available in perpetuity. No longer will a book go "out of print." Each book download costs the reader about $10.00, and the author receives a royalty, just as in the past. For some authors, an additional benefit is the ability to revise a book over time, because the entire content is digital rather than print.
The Kindle debuted with some buzz, despite its hefty price tag ($400). Bezos appeared on Charlie Rose, and several newspaper and magazine articles about the product created some publicity. The company will need to build on that early momentum, because it clearly did not generate the same kind of interest as the MP3 player or the iPhone. Further, competition soon became available in the form of the Sony Portable Reading System.
Author Kevin Maney summarized the Kindle this way: "It's too early to tell whether this is the book's future. The Kindle isn't even set up to do all that just yet. But it is the first e-book reader built to be wirelessly connected to the Internet at all times. It's the first system that shows that living, connected books-some combination of traditional books and Wikipedia-are possible. And, in fact, that's the first reason to think that e-books could evolve into something other than paper books." Consumers will undoubtedly decide the rest.45

Portable readers can download books, magazines, blogs, and newspapers from any location.
1. As an advertising executive who is working with a creative, which advertising theory do you think best fits the release and subsequent advertising for Kindle
2. What should be the leverage point in a commercial for Kindle
3. What type of advertising appeal, or sets of appeals, should be used in promoting Kindle
4. What should be the headline of a Kindle ad Why
5. Design a print ad promoting Kindle. Identify which appeal you used and explain why you chose it.