IMC OF APPLE
The whole concept behind "Integrated Marketing Communication (IMC)" is to maximize the impact a company has on consumers. Apple has done an exceptional job using components from IMC and the AIDA (Attention, Interest, Desire, Action) concept to achieve and maintain long-term customer relationship with their consumers while driving Apple brand value.
Apple uses promotional and advertising tools to capture the attention, interest, and desire of the consumer. Apple capture our attention and interest through innovating and sleek imagery of their products on Apple's official website as well as keynotes and other publication. For example, just prior to the highly anticipated IPhone 4S being release, it received a tremendous amount of publicity that captured many potential customers attention.
Our interest and desire is fullfilled by the "new features" on the IPhone 4S that is appealing to our needs and wants. For example, features such as the personal intelligent assistant (SIRI), the faster dual core chip, and eight megapixel camera can be very influencial and drive consumers to buy the new phone.
Getting the consumer to take action and purchase your offering is something Apple does a great job at. According to "Forbes," the IPhone 4S sold over four million units during its opening weekend. The earning was more than the prior high anticipated IPad 2 sales an another knotch on Apple's Belt of Excellence.
Upon reading the assignment description for this insight, one company immediately popped into my head: APPLE.
Apple is an international brand that has innovated, yet simplified technological devices for its users. Paired with impeccable branding and marketing, the corporation is unstoppable. So what is Apple’s secret? Well, there may not be a cut and dry formula, but there are several elements that undoubtedly contribute to the company’s success.
One of the first integrated marketing tools discussed by Seitel (2011) is
Apple uses promotional and advertising tools to capture the attention, interest, and desire of the consumer. Apple capture our attention and interest through innovating and sleek imagery of their products on Apple's official website as well as keynotes and other publication. For example, just prior to the highly anticipated IPhone 4S being release, it received a tremendous amount of publicity that captured many potential customers attention.
Our interest and desire is fullfilled by the "new features" on the IPhone 4S that is appealing to our needs and wants. For example, features such as the personal intelligent assistant (SIRI), the faster dual core chip, and eight megapixel camera can be very influencial and drive consumers to buy the new phone.
Getting the consumer to take action and purchase your offering is something Apple does a great job at. According to "Forbes," the IPhone 4S sold over four million units during its opening weekend. The earning was more than the prior high anticipated IPad 2 sales an another knotch on Apple's Belt of Excellence.
Upon reading the assignment description for this insight, one company immediately popped into my head: APPLE.
Apple is an international brand that has innovated, yet simplified technological devices for its users. Paired with impeccable branding and marketing, the corporation is unstoppable. So what is Apple’s secret? Well, there may not be a cut and dry formula, but there are several elements that undoubtedly contribute to the company’s success.
One of the first integrated marketing tools discussed by Seitel (2011) is