In 1982, Regis McKenna was brought in to shape the marketing and launch of the Macintosh. Later the Regis McKenna team grew to include Jane Anderson, Katie Cadigan and Andy Cunningham, who eventually led the Apple account for the agency. Cunningham and Anderson were the primary authors of the Macintosh launch plan. The launch of the Macintosh pioneered many different tactics that are used today in launching technology products, including the "multiple exclusive," event marketing (credited to John Sculley, who brought the concept over from Pepsi), creating a mystique around a product and giving an inside look into a product's creation. COUNT 5
QSN1 Who was brought in to shape the marketing of Macintosh in 1982? ANS1 Regis McKenna QSN2 What role did Andy Cunningham and Jane Anderson have in the Macintosh launch plan? ANS2 primary authors QSN3 Who introduced the "multiple exclusive" event marketing concept to Apple? ANS3 John Sculley QSN4 Which company first used the "multiple exclusive" event marketing concept? ANS4 Pepsi QSN5 What did the "multiple exclusive" event marketing concept create around a product? ANS5 a mystique