Apple Marketing and American Materialism

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Allison Hoehn
English 106
Professor Cudden
4/27/10
Apple Marketing and American Materialism
Materialism isn’t necessarily a bad thing for society. According to an article in the Journal of Consumer Research, “Previous research finds that high levels of material values are negatively associated with subjective well‐being. However, relatively little is known about the relationship between materialism and well‐being within the broader context of an individual’s value system” (Burroughs 348). As Americans of the 21st century, we believe that consuming material goods and services will make us happy. This is perceived negatively by society, but since this increase in consumerism is fairly recent, it is hard to make conclusions on why this is happening. Many companies, along with technology, have contributed to the rise of materialism in the US and Apple is one them. By analyzing Apple’s marketing strategy, recent ad campaign, and success and failure of their promotions, people are buying more consumer goods now because they want to be entertained and want to make their life simpler. Apple Knows How To Appeal To Their Customers

Apple has been very successful recently because of their creative way of thinking and how they do business. They have gained many customers by using “a winning combination of exceptional products, great style and design, great strategy, innovative marketing, and sleek and enticing communications” (Vertygo Team). By really taking the time and effort to think of great products and ideas and coming up with simple, clever advertising, Apple is able to appeal to a broad range of customers who want to buy their products. By doing this, they increase their sales and enhance their brand value. I agree that Apple has a unique marketing strategy, a point that needs emphasizing since so many people believe that Dell and Blackberry are similar to them. It states in the company’s mission statement that “Apple leads the digital music revolution with its...
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