ADVERTISING
PLAN




San
Francisco
State
University


Fall
2010


MKTG
434


V.
Papyrina









Group
3

 
 BlackBerry
Advertising
Plan


TABLE
OF
CONTENTS


1.
Problem
Definition.................................................................................................................................................... 3



2.
Advertising
Objective ................................................................................................................................................ 3



3.
Situation
Analysis ...................................................................................................................................................... 3



4.
The
Target
Audience ................................................................................................................................................. 6



5.
Consumers’
Perceptions ........................................................................................................................................... 8



6.
The
Competition ....................................................................................................................................................... 8



7.
The
Creative
Strategy.............................................................................................................................................. 10



8.
The
Creative
Brief ................................................................................................................................................... 12



9.
References .............................................................................................................................................................. 14

2

 
 BlackBerry
Advertising
Plan


1.
Problem
Definition

BlackBerry
devices
are
a
line
of
PDA’s
and
cellular
phones
that
have
commonly
been
used
by
business

professionals.

BlackBerry
first
launched
its
first
collection
in
1999
which
included
a
line
of
wireless
PDAs
that

allowed
user
to
send
emails,
provided
corporate
data
access,
an
organizer,
a
calendar,
and
several
other
features

that
made
this
device
number
one
for
businesses
as
well
as
professionals
(Williams,
2008).
BlackBerry,
whose
user

interface
is
still
designed
by
business
owners
and
corporate
professionals,
has
increased
its
market
share
greatly

compared
to
its
competitors.
In
today’s
market,
cell
phone
manufacturers
are
focusing
on
multi‐tasking

capabilities,
rich,
vibrant
screen
resolutions,
HD
video
and
cameras,
the
best
multi‐touch
iOS
interfaces,
and

hundreds
of
other
exciting
features
as
today’s
consumers
demand
smart
phones
that
can
do
literally
everything

while
providing
features
that
also
offer
convenience
to
their
busy
lifestyles.
BlackBerry,
compared
to
other

companies,
will
continue
to
struggle
with
their
market
share
in
the
cell
phone
industry
as
leading
companies
are

capturing
both
business
professionals,
teenagers,
as
well
consumers
with
varying
lifestyles
and
psychographic

behaviors.




2.
Advertising
Objective

The
advertising
objective
of
BlackBerry
is
not
to
change
the
view
of
it
being
a
business
tool
but
to
enhance
it
to
be

a
social
tool
as
well.
In
today’s
business
world
there
is
a
high
emergence
of
young
business
professionals
who
work

during
the
day
and
socialize
at
night.
Since
BlackBerry
is
the
leading
phone
for
business
professionals
it
would

become
more
popular
if
it
had
capabilities
that
would
be
a
part
of
a
person’s
social
life.
Creating
awareness
about

the
social
aspects
of
Blackberry
will
not
change
the
business
attitude
it
has
but
will
motivate
purchases
by
people

who
do
business
and
socialize
and
also
motivate
people
who
socialize
and
are
planning
to
do
business.
In
the
cell

phone
market,
BlackBerry’s
competitors
such
as
iPhone
and
Droid
focus
on
their
social
aspects
to
attract

customers
while
also
being
able
to
mimic
BlackBerry
business
features.
Given
that
BlackBerry
is
not
popular
for

socializing
potential
customers
choose
BlackBerry
competitors
as
they
see
their
phones
providing
features

BlackBerry
does
and
more.
By
marketing
itself
as
all‐purpose
business
and
social
tool
BlackBerry
will
gain
greater

market
share.









3.
Situation
Analysis

The
current
smart
phone
market
environment
for
RIM
Blackberry
consists
of
themselves,
two
other
major

competitors
(Apple
and
Android),
and
a
few
other
smaller
competitors.
BlackBerry
is
the
market
leader
holding

approximately
43%
of
the
market
share.
In
contrast,
Apple
and
Android’s
combined
market
share
does
not
even

total
at
40%
(Cyran,
2010).
The
smart
phone
market
is
growing
by
leaps
and
bounds
but
the
old
trends
are

changing.
Previously
the
smart
phone
was
marketed
as
a
business
tool
and
BlackBerry
capitalized
on
this
fact
by

creating
one
of
the
world’s
most
secure
mobile
devices
(Elmer‐DeWitt,
2009).
By
doing
this
they
were
able
to


3

 
 BlackBerry
Advertising
Plan


acquire
a
vast
number
of
B2B
accounts,
which
in
turn
has
fueled
their
growth.
But,
the
market
has
changed.
Smart

phones
are
being
targeted
toward
almost
every
segment
of
the
market
and
for
a
variety
of
uses.
Due
to
this
fact

BlackBerry
is
slowly
losing
market
share
to
Apple,
Android,
and
other
competitors.
One
of
the
major
contributing

factors
for
this
loss
of
market
share
is
that
BlackBerry
has
been
unwilling
to
share
its
OS
with
other
manufacturers.

Google’s
Android
OS
is
free
to
all
manufacturers
and
Apple
allows
anyone
to
create
applications
for
their
iPhone.

Advertising
also
plays
a
key
role
in
the
market
trends.
With
an
ad
budget
consisting
of
3.6%
of
sales
or

approximately
$340
million,
BlackBerry’s
share
of
voice
is
on
the
bottom
rung.
Apple,
in
2009,
spent
$500million+

on
advertising
the
iPhone
alone
and
in
2010
smart
phone
ads
have
been
dominated
by
phones
using
the
Android

OS
(Elmer‐DeWitt,
2009).
While
these
competitors
are
creating
ads
that
target
many
different
market
segments,

BlackBerry
is
still
focused
on
the
business
segment.



Strengths:


• Worldwide
leader
in
cutting‐edge
technology

• Expanding
global
consumer
base

• Has
developed
an
established
brand

• Has
a
loyal
market
share

• Perceived
by
consumers
to
be
the
most
secure
mobile
device
on
the
market



Weaknesses:


• Canadian
companies
are
perceived
as
conservative
businesses
that
cannot
venture
outside
of
their

borders

• Managing
the
company`s
explosive
growth


Opportunities:


• The
overall
smart
phone
market
is
growing
faster
than
ever

• In
2013,
IDC
predicts
that
20%
of
the
1.4
billion
phones
sold
will
be
smart
phones.
The
7%
growth
in
smart

phone
sales
is
a
potential
market
that
RIM
can
tap
into.


• Their
margin
is
20%,
half
of
Apples
margin
at
40%,
which
gives
them
the
opportunity
to
increase
their

margin


Threats:



• Apple`s
market
share
is
increasingly
growing
(According
to
the
Change
Wave
Research,
as
of
May
Apple

had
20%
of
the
enterprise
market,
up
from
6%
in
one
year)

• Potential
consumers
are
bound
by
cell
phone
contracts
that
can
last
two
to
three
years

• Android
OS
is
open
to
any
manufacturer
to
use
and
is
gaining
market
share



4

 
 BlackBerry
Advertising
Plan


Top
Smartphone
Platforms

3
Month
Avg.
Ending
Jan.
2010
vs.
3
Month
Avg.
Ending
Oct.
2009

Total
U.S.
Age
13+

Source:
comScore
MobiLens



 Share
(%)
of
Smartphone
Subscribers

Oct‐09
 Jan‐10
 Point

Change

Total
Smartphone
Subscribers
 100.0%
 100.0%
 N/A

RIM
 41.3%
 43.0%
 1.7

Apple
 24.8%
 25.1%
 0.3

Microsoft
 19.7%
 15.7%
 ‐4.0

Google
 2.8%
 7.1%
 4.3

Palm
 7.8%
 5.7%
 ‐2.1




5

 
 BlackBerry
Advertising
Plan


4.
The
Target
Audience


Mostly
perceived
as
a
business
tool,
BlackBerry
has
lost
market
share
to
smartphones
from
companies
such
as

Apple,
Nokia,
and
Motorola.
To
change
the
perception
that
BlackBerrys
are
for
people
in
suits,
the
advertising
plan

is
aimed
at
young
adults,
which
is
the
target
audience
for
the
campaign.
Blackberry
does
not
want
to
abandon

their
existing
audience
and
loyal
customers
that
they
already
have,
but
rather
expand
to
include
another
market

segment
that
could
benefit
from
Blackberry’s
new
smartphone
models
such
as
the
Torch
and
Style.
To
reach
these

people,
BlackBerry
will
need
to
show
them
that
their
products
are
used
by
people
just
as
hip
as
iPhone
or
Droid

users.
It
is
only
then
that
the
new
target
audience
will
identify
themselves
as
the
type
of
person
who
uses
a

BlackBerry.




Significant
traits
of
the
target
audience
include:




Demographics

The
advertising
campaign
will
be
aimed
at
younger
people
from
15
to
25
years
old.
This
will
include
young
adults,

females
as
well
as
males,
in
high
school,
in
college
and
recent
graduates
looking
for
or
starting
their
first
job.
The

campaign
is
not
intended
to
reach
a
certain
geographic
area
or
socioeconomic
group,
it
is
rather
planned
to
reach

the
specific
age
group
over
the
whole
nation.




The
target
audience’s
parents
are
likely
to
be
paying
for
the
BlackBerry,
since
this
market
segment
does
not
have
a

vast
amount
of
monetary
resources
on
their
own.
The
young
adults
are
also
likely
to
be
enrolled
in
the
family
plan,

sharing
minutes
and
text
messages
with
other
family
members.
To
convince
parents
to
pay
for
the
new
cell
phone,

advertising
should
include
elements
that
appeal
to
both
kids
and
parents.
For
example,
an
advertisement
can
show

how
easy
it
is
to
“Like”
something
on
Facebook
and
also
what
a
great
tool
it
is
for
organizing
homework.




Psychographics/lifestyle
information

The
target
audience
is
the
typical
Generation
Y
individual.
Traits
of
this
market
segment
include
a
savviness
for

technology
(Armour,
2005).
Generation
Y
was
the
first
group
to
come
of
age
when
the
Internet
began
to
flourish.

Since
childhood
they
are
very
familiar
with
technology
such
as
the
Internet
and
cell
phones.
As
great
multitaskers,

they
text
as
they
watch
TV
and
send
instant
messages
to
friends
while
doing
homework.
These
young
adults’
cell

phones
are
basically
their
lives
where
they
interact
with
friends
and
keep
up
with
what
is
cool
or
not.




Surrounded
by
“helicopter
parents,”
Generation
Y
has
been
pampered
their
whole
lives,
which
has
made
them

both
high‐performance
and
high‐maintenance.
They
question
their
parents
and
employers,
and
are
not
afraid
to

speak
their
minds.
This
can
create
a
culture
clash
when
they
enter
the
job
market
and
work
with
older
coworkers.

Generation
Y
values
their
families
and
personal
lives
and
appreciates
jobs
with
plenty
of
flexibility
and
options
such


6

 
 BlackBerry
Advertising
Plan


as
working
from
home
and
part
time
alternatives.
They
believe
in
change
and
do
not
expect
to
work
for
the
same

company
their
whole
lives
and
believe
in
speaking
their
minds
if
they
think
the
company
needs
improvements.

They
want
employers
who
are
engaged
with
them
and
their
career
development.




Generation
Y
kids
and
young
adults
can
often
be
hard
on
themselves
and
very
goal‐oriented.
They
aim
to
work

harder
and
better
than
other
workers,
but
see
their
coworkers
as
resources
to
gain
knowledge
from.


Another
characteristic
for
Generation
Y
is
their
strong
belief
in
social
and
environmental
movements
and

neoliberalism
(Phillips,
2009),
as
part
of
their
belief
in
change.
They
also
believe
in
“self‐activism,”
meaning
that

their
lives
are
causes
themselves
and
by
the
way
Generation
Y
choose
to
live
their
lives
they
can
make
changes.

They
buy
brands
that
they
believe
in
and
that
represent
a
lifestyle.
If
BlackBerry
shows
Generation
Y
how
the

company
contributes
to
sustainability
and
positive
social
development,
the
teens
and
young
adults
are
more
likely

to
look
favorably
upon
BlackBerry’s
products.





Profiles
of
the
typical
target
consumer


Characteristics
of
the
typical
Generation
Y
individuals:


Jessica
 Michael


• 18
years
old
 • 22
years
old


• lives
in
Boston
 • lives
in
San
Francisco


• senior
in
high
school
 • just
got
his
first
job



7

 
 BlackBerry
Advertising
Plan


• volunteers
at
the
Y
 • believes
in
change



• has
straight
As
 • does
not
expect
to
work
for
the
same
company

his
whole
life



• family
oriented

 • goal
oriented


• helps
at
her
dad’s
bakery

 • recycles
and
composts



• has
a
fashion
blog
 • uses
IM


• watches
So
You
Think
You
Can
Dance
and
 • likes
to
travel


Glee


5.
Consumers’
Perceptions


It
seems
as
though
the
new
social
perception
of
the
BlackBerry
name
brand
has
shifted
within
the
last
few
years.

BlackBerry
was
once
seen
as
the
industry
standard
in
which
all
other
smart
device
manufacturers
had
to
follow.

This
was
attained
by
their
ability
to
not
only
maintain
their
stable
platform
for
corporate
and
work
needs,
but
their

ability
to
adapt
to
emerging
non‐work
based
user.
For
those
who
wanted
Internet
features
for
not
only
e‐mail,
but

social
networking
and
efficient
web
browsing,
devices
like
the
Blackberry
Curve
and
Pearl
made
the
notion
that

smart
phone
devices
were
only
for
those
with
business
needs
an
antiquated
ideal.




However,
there
has
now
been
a
dynamic
shift
in
the
culture,
where
work
related
needs
for
a
smart
phone
are
now

secondary
to
the
needs
of
social
networking
and
constant
attainment
of
up
to
the
minute
data.
Blackberry
became

a
victim
of
its
own
success.
Being
that
the
BlackBerry
name
has
been
around
so
long,
the
current
wave
of
non‐work

related
smart
phone
users,
(especially
new
data
users)
see
the
name
in
an
archaic
fashion.
Its
stability
and

longevity
in
the
market
is
a
double
edged
sword,
where
people
understand
the
device
is
reliable
and
well

designed,
but
it
does
not
have
the
flash
or
“wow
factor”
that
new,
more
powerful
processing
devices
like
the

Apple’s
iPhone
or
the
Google
Android
series
now
possess.
Blackberry
is
now
seen
as
your
boss’
phone,
something

fit
for
the
soccer
mom,
not
as
much
for
the
hip
urban
go‐getter.


6.
The
Competition


Apple
iPhone

Strengths:

• The
iphone
has
an
innovative
touch
screen
that
is
patented
and
unlike
any
other
mobile
device


8

 
 BlackBerry
Advertising
Plan


• It’s
compatibility
works
with
a
variety
of
operating
systems,
allowing
it
great
flexibility

• It’s
user
friendly
interface
made
operating
the
device
possible
for
virtually
anybody

• The
device
is
set
at
a
reasonable
price,
offering
multiple
functions
that
is
hard
to
come
by
in
a
cellular

telephone

• It
has
one
of
the
brightest,
most
scratch
resistant
screens
that
most
devices
lack



Weaknesses:

• The
iphone
is
not
targeted
towards
business
people,
which
most
smart
phones
have
targeted
(low

reputation
in
the
corporate
world)

• Some
consumers
do
not
favor
the
“gorilla
arm”
effect,
preventing
them
from
use
a
stylus
or
pen
to

navigate
through
the
interface

• Older
generations
do
not
come
with
video
capture



Opportunities:

• Apple
continues
to
target
the
business
productivity
market,
attempting
to
give
an
all‐in‐one
device.

Continual
software‐upgrade
availability
allows
users
to
stay
excited
with
their
purchase

• Apple
has
the
privilege
to
collaborate
with
other
powerful
companies,
flooding
the
market
their
products

(this
may
also
reduce
marketing
and
advertising
costs)



Threats:

• The
increased
competition
of
smart
phones
means
that
other,
more
inexpensive,
devices
may
enter
the

market.
The
iphone
is
marketed
at
a
higher
price
point,
making
it
exclusive
to
some
consumers



HTC
DROID

Strengths:

• High
resolution
3.7”
display
screen

• Extremely
fast
web
browsing
with
its
1g
processor


• Has
both
a
touch
screen
keyboard
and
a
physical
keyboard

• Functions
much
faster
than
other
smart
phones

• Video
capture



Weaknesses:

• The
physical
keyboard
is
difficult
to
type
with

• Some
camera
images
may
come
out
grainy,
even
with
an
8megapixel
camera/flash

• Known
to
have
weak
signal
strength


9

 
 BlackBerry
Advertising
Plan


• Email
malfunctions
such
as
forwarding
attached
documents

• Targeted
to
everyone,
but
is
based
at
a
higher
price
point

• Limited
memory
for
applications



Opportunities:

• Has
an
a
large
number
of
downloadable
applications

• Has
the
ability
to
work
with
all
wireless
providers
instead
of
just
one/limited



Threats:

• The
increased
competition
of
smart
phones
means
that
other,
more
inexpensive,
devices
may
enter
the

market.
The
droid
is
marketed
at
a
higher
price
point,
making
it
exclusive
to
some
consumers.


(Elmer‐DeWitt,
2009)


7.
The
Creative
Strategy

A. The
Single
Most
Compelling
Benefit
Our
Brand
Can
Provide
to
Our
Target
Customers

The
single,
most
compelling
benefit
that
the
BlackBerry
will
provide
to
its
target
customers
will

include
a
new
collection
of
phones
that
will
allow
its
customers
to
both
work
hard,
and
play
hard
all

in
one
device.
The
phones
will
include
traditional
features
of
the
BlackBerry
that
have
established

them
as
being
the
preferred
device
to
use
as
a
business
tool,
but
will
also
include
new
features
so
t
it

will
also
be
perceived
as
a
social
or
networking
tool.
With
these
new
features,
BlackBerry
will
not
only

be
perceived
a
professional
tool
for
business
consumers,
but
also
as
a
fun
social
networking
device

that
will
attract
high
school
and
early
college
students,
tech‐savvy
individuals,
and
regular
users
who

enjoy
the
latest
smart
phone
with
the
newest,
most
innovative
features.




B.
Support:
Why
Should
Our
Consumers
Believe
It?


 Our
customers
will
prefer
this
new
collection
of
BlackBerry
devices
over
the
competition
because
of

all
of
the
benefits
some
of
the
features
of
the
device
will
provide
them:

• SurePress
touch
screen‐
the
next
level
of
touchscreen
with
SurePress™
touch
screen
technology

offering
a
new,
pressable
touch
screen
that
allows
for
super
easy
navigation,
precise
typing,
fast
and

accurate
typing,
and
more
(Research
In
Motion,
2010)!

• 
Staying
social‐

every
social
networking
site
is
included!
Allows
user
to
update
their
status

whenever
they
please,
tag
a
friend
in
a
funny
photo,
and
stay
in
touch
on
practically
any
social

networking
site
include
Facebook,
Twitter,
LinkedIn,
Myspace,
Flikr,
Tumblr,
Foursquare
&
more!

• Integrated
RSS
feeds‐
Allows
users
to
gather
and
filter
all
of
their
information
in
one
view!

Includes
a
platform
that
will
allow
students
to
push
out
selected
web
content
to
the
BlackBerry


10

 
 BlackBerry
Advertising
Plan


devices,
including
coursework,
admissions,
etc.
A
new
way
to
keep
students
engaged
and
active
in

events
assignments,
sports,
etc.
at
school.

• HD
8
MP
camera
with
flash
and
video
recording‐
Continuous
flash,
professional
image
editing

features
and
video
recording
make
this
attractive
to
all
kinds
of
consumers.
Images
look
crisp,
clean,

and
professional.
With
a
continuous
flash
features
and
the
fastest
auto‐focus,
it's
easy
to
capture

spontaneous
moments.


• Multi‐taking‐
Users
can
access
several
open
applications
and
web
pages
at
once.
Perfect
feature

for
the
busy
individual.


• Superb
battery
life‐
8
hours
of
talk
time!
Customers
can
talk
business,
talk
evening
plans,
talk

about
the
latest
gossip
without
having
to
worry
about
the
battery
life
compared
to
other
competing

brands.


• 
MAXimized
multimedia‐
12
GB
of
memory
available
and
up
to
32
GB
with
a
microSD
card!


• More
business
apps‐
features
all
the
traditional
tools
for
businesses
and
business
professionals

but
the
new
phones
will
features
new
tools
that
will
make
it
easier
to
access
corporate
email,
access

corporate
databases,
organize,
plan,
and
control
all
from
their
mobile
device!
 

• Rich
PC
web
browsing
‐
includes
a
full
HTML
webkit
browser

• Eco‐friendly
design‐
Small,
compact
but
will
all
the
power
of
a
genius,
smart
phone,
made
in
part

with
25%
recycled
plastic

• Included
phone
tracking
and
locater‐
never
lose
your
precious
phone
again,
just
download
the

software
on
to
your
PC
or
Mac!




C.
Tone
of
Advertising

The
tone
of
the
advertising
has
to
match
the
objective,
which
is
not
to
change
the
view
of
Blackberry

but
to
enhance
it
so
the
tone
has
to
be
business
and
social
at
the
same
time
so
the
best
fit
in
this

situation
would
be
a
business
casual
tone.
This
will
still
appeal
to
the
traditional
Blackberry
customers

while
attracting
the
younger
more
social
professionals.
The
best
person
to
portray
this
ad
would
be
a

young
business
professional
giving
a
presentation
during
a
meeting
and
using
his
Blackberry
for

business
and
social
needs
(Finding
a
restaurant
for
dinner
with
a
potential
client).
This
will
be

particularly
successful
as
this
shows
traditional
customers
the
speed
to
make
appointments
and
gives

younger
customers
an
idea
of
how
they
may
use
the
feature
in
their
social
life.
The
advertising
appeal

should
be
both
rational
and
emotional
because
Blackberry
is
trying
to
show
that
it
can
do
both.
The

Blackberry
will
display
features
that
will
make
doing
business
faster
and
simpler
and
will
also

showcase
how
that
same
feature
can
be
used
when
socialization.


11

 
 BlackBerry
Advertising
Plan


8.
The
Creative
Brief



A.
Why
are
we
advertising
at
all?

BlackBerry
is
mostly
perceived
as
a
business
tool
used
by
business
professionals.
The
company
does
not
want
to

abandon
their
existing
audience
and
the
loyal
customers
that
they
already
have,
but
rather
expand
to
include

another
market
segment
that
could
benefit
from
Blackberry’s
new
smartphone
models.

BlackBerry
will
continue

to
struggle
with
their
market
share
in
the
cell
phone
industry
as
leading
companies
are
capturing
both
business

professionals,
teenagers,
as
well
consumers
with
varying
lifestyles
and
psychographic
behaviors,
if
they
do
not
try

to
expand
and
reach
more
market
segments.
Through
the
advertising
campaign,
BlackBerry
could
increase
their

market
share
and
reach
more
market
segments.



B.
Who
are
we
talking
to?

In
order
to
increase
market
share
and
reach
another
market
segment,
the
advertising
campaign
is
aimed
at
young

adults,
also
known
as
Generation
Y.


1.
Facts
about
them.

The
advertising
campaign
will
be
aimed
at
younger
people
from
15
to
25
years
old.
This
will
include
young
adults,

females
as
well
as
males,
in
high
school,
in
college
and
recent
graduates
looking
for
or
starting
their
first
job.
The

campaign
is
will
cover
the
whole
nation
and
all
socioeconomic
groups.
Traits
of
this
market
segment
include
a

savviness
for
technology,
multitasking
abilities,
“self‐activism”,
and
a
belief
in
sustainability
and
social

development.
Generation
Y
is
high‐performing,
not
afraid
to
speak
their
minds,
values
their
families
and
personal

lives
and
appreciates
jobs
with
plenty
of
flexibility
and
options
such
as
working
from
home
and
part
time

alternatives.
These
young
adults
can
often
be
hard
on
themselves
and
are
very
goal‐oriented.



2.
Their
attitudes
and
how
they
currently
view
the
brand.

Generation
Y
currently
views
BlackBerry
as
their
boss’
phone
and
not
as
much
for
the
hip
urban
go‐getter.

BlackBerry
was
once
seen
as
the
industry
standard
in
which
all
other
smart
device
manufacturers
had
to
follow.

This
was
attained
by
their
ability
to
not
only
maintain
their
stable
platform
for
corporate
and
work
needs
and

devices
like
the
BlackBerry
Curve
and
Pearl
made
the
notion
that
smart
phone
devices
were
only
for
those
with

business
needs
an
antiquated
ideal.
BlackBerry’s
stability
and
longevity
in
the
market
is
a
double
edged
sword,

where
the
target
audience
understands
the
device
is
reliable
and
well
designed,
but
it
does
not
have
the
flash
or

“wow
factor”
that
new,
more
powerful
processing
devices
like
the
Apple’s
iPhone
or
the
Google
Android
series

now
possess.



12

 
 BlackBerry
Advertising
Plan




C.
What
is
the
single
most
compelling
idea
we
need
to
communicate
to
them?

Using
a
Blackberry
means
you
are
cool,
young
and
hip.




D.
Why
should
they
believe
this?

The
newer
versions
of
the
product
reflect
the
single
most
compelling
idea
that
we
are
trying
to
communicate
to

them.
Through
peer
testimonials,
and
expert
reviews
we
can
convey
product
efficacy
and
synergy
with
our

advertising
efforts.




E.
Desired
brand
personality/tone?

The
desired
brand
personality
we
hope
to
achieve
is
young
professionalism
with
fun
and
utility.







13

 
 BlackBerry
Advertising
Plan


9.
References




Armour,
S.
(November
6,
2005).
Generation
Y:
They've
arrived
at
work
with
a
new
attitude.
USATODAY.com.

Retrieved
from
http://www.usatoday.com/money/workplace/2005‐11‐06‐gen‐y_x.htm



Cyran,
R.
(2010,
July
26).
Business
Day:
Blackberry's
Era
May
be
Ending.
Retrieved
November
20,
2010,
from

NewYorkTimes.com:
http://www.nytimes.com/2010/07/26/business/26views.html



Elmer‐DeWitt,
P.
(2009,
October
28).
Fortune:
Apples
2009
Ad
Budget:
Half
a
Billion.
Retrieved
November
20,

2010,
from
CNNMoney.com:
http://tech.fortune.cnn.com/2009/10/28/apples‐2009‐ad‐budget‐half‐a‐
billion/



Phillips,
C.
(April
6,
2009).
Gen
Y
Core
Value:
Fight
for
What
You
Believe
In.
Millennial
Marketing.
Retrieved
from:

http://millennialmarketing.com/2009/04/gen‐y‐core‐value‐fight‐for‐what‐you‐believe‐in/ 



Research
In
Motion
(2008).
Blackberry
surepress
touchscreen.
Retrieved
from:

http://us.blackberry.com/smartphones/features/surepress.jsp



Williams,
J.
(2008,
April
28).
The
history
of
blackberry
[Web
log
message].
Retrieved
from:

http://www.bbgeeks.com/blackberry‐guides/the‐history‐of‐the‐blackberry‐88296




14