Lighting Up Kindle

Case Study 1: Lighting Up Kindle

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? Why?

The advertising theory of visual and verbal would be the most effective for the release and subsequent advertising for the Kindle. The visual element of the ad will likely lead to positive attitudes about both the Kindle itself and the overall Amazon brand along with being more easily remembered. The dual-coding process will help consumers to recall the message and would likely increase brand and product awareness as well as potential sales. Dual-coding allows the consumer to store messages in both the right and left sides of the brain as opposed to just the left side. The message becomes more powerful and will be more effect for the Kindle in their advertising efforts.

2. What should be the leverage point in a commercial for Kindle? Why?

The leverage point should be focused on the capability that users have of being able to carry their entire personal library, of up to 200 books with them anywhere. This is a unique feature that customers cannot get from ordinary books. Most customers who love to read are usually passionate about their books and library collections. The Kindle can use the book storage capability to move customers from understanding the benefits to linking the benefits with personal values. It would be the most advantageous way to create a personal, passionate connection in a commercial in order to have customers creating brand insistence with the Kindle.