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Title: Integrated Message Paper
Essay Details
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Business |
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| Date: |
October 18, 2002 |
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| Length: |
5 / 1355 |
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The background would be something of awe-inspiring beauty like the beach at Carmel or the mountains in Colorado. In the foreground would be a baby on a silly carousel bunny, or a puppy playing with a child. On television the scene would unfold in film cutting back to Mother or Father taking in the scene, grabbing their Kodak camera, back to the scene till there was a climax, which would zoom in to a stop action shot--The puppy would be caught in mid-air... Showed first 250 characters
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Various commercials could explore the individual features of the various cameras using the same theme.
Chosen Message and Supporting Message Strategy
While Kodak certainly provides exceptional technical elements of the photography process, i.e. high-quality digital pixels and state of the art home-development software, the underlying premise of this IMC campaign is that Kodak helps to "capture memories", and aims to tug at the heartstrings of current and potential Kodak customers as such... Showed next 250 characters
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