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Case Study
1.
Sony - Shoot. Eject. Play. Profit. How reinvesting in camcorders reaped rewards for Sony
Institute of Practitioners in Advertising, IPA Effectiveness Awards, 2006
In 2004-05, Sony launched its new DVD Handycam across six different European markets. The camcorder market had become highly competitive and price-driven, so the communication objective was to use TV ...

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