Introducing the WiBud

The document discusses a marketing campaign for Apple's Bluetooth Wibud targeting Gen Y consumers, particularly fashion-conscious college-educated individuals born between 1978 and 1988. It outlines the campaign's communication goals, advertising budget ($15 million total), and timeline (12 months), along with strategies including billboards, internet marketing, and television spots. Additionally, it emphasizes metrics for measuring campaign success through focus groups and tracking studies.