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Why Adobe Abandoned Physical Product Launch Events

CMO Ann Lewnes Details Dramatic Results of Switch to Digital

By Published on .

NEW YORK (AdAge.com) -- Graphics software giant Adobe, which has shifted 74% of its entire advertising budget to digital venues, is making similar changes with its product launches. CMO Ann Lewnes cites two reasons for abandoning traditional product launch strategies: high cost and limited reach. The latest launch of Adobe's CS4 suite of creative programs went completely digital. And the difference, according to Ms. Lewnes, was quite dramatic.

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