University of Tennessee, Knoxville Trace: Tennessee Research and Creative Exchange University of Tennessee Honors Thesis Projects University of Tennessee Honors Program 5-2015 2015-2016 Pebble Smartwatch Advertising Campaign Robert W. Jellicorse
[email protected] Follow this and additional works at: https://trace.tennessee.edu/utk_chanhonoproj Part of the Advertising and Promotion Management Commons Recommended Citation Jellicorse, Robert W., "2015-2016 Pebble Smartwatch Advertising Campaign" (2015). University of Tennessee Honors Thesis Projects. https://trace.tennessee.edu/utk_chanhonoproj/1867 This Dissertation/Thesis is brought to you for free and open access by the University of Tennessee Honors Program at Trace: Tennessee Research and Creative Exchange. It has been accepted for inclusion in University of Tennessee Honors Thesis Projects by an authorized administrator of Trace: Tennessee Research and Creative Exchange. For more information, please contact
[email protected]. Table of Contents Industry Overview ................................1 Client Profile .........................................3 Competitor Analysis ............................5 Consumer Analysis ..............................7 Consumer Insights ...............................9 Campaign Objectives .......................11 Concept Testing .................................12 Creative Strategy Testing ..................13 Media Plan .........................................14 Media Tactics .....................................15 The Campaign ...................................20