Advertising and Promotion 9th Edition by George Belch ,Michael Belch

Exercise 8

Your assignment is to use the communication models discussed in this chapter to evaluate commercials used by Apple, Amazon, and Sony to launch their new electronic reader devices. Watch the commercials for the Apple iPad ("iPad'), Sony eReader ("Speed Reading') and Amazon Kindle ("Fly Me Away") and answer the following:
IMC Technology Perspective 5-1 discusses how marketers of high tech products try to target early digital adopters as this group plays an important role in determining the success or failure of new products such as electronic readers. Do you feel the commercials used by Apple, Sony, and Amazon are an effective way to communicate with early digital adopters? Why or why not?