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Essay Details:
Essay text:
McDowell must assess the effectiveness of the pre-launch activities and design marketing tactics that can sustain product excitement until product availability in March.
The Z3 case provides a stimulating overview of how creative ideas can influence a new product launch. It illustrates the role of cross-promotions and movie product placements within the marketing mix, as well as their role in developing a new brand and a brand’s ‘personality’. It also shows how communications strategy and tactics have evolved beyond traditional TV advertising.
Objectives of the case:
1. To consider the power of marketing execution (e...
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