Apple Inc Ad Campaign
1.By: Jeffrey Geil, Lizzy Silber, Alyssa Kaplan, Steve Cartoccio, Julia Goldwasser 2.Key Facts Key People: – Steve Jobs- CEO and Key Founder – Steve Wozniak- Co-Founder – Phillip Schiller- SVP Marketing – Tony Fadell- SVP iPod Division • 17,787 employees full-time • Operating website: apple.com • Industry: Computer Hardware, computer software, consumer electronics 3.Apple Incorporated: Background Information Apple Inc. is an American consumer electronics multinational corporation With worldwide annual sales of 19.3 billion (ending September 30, 2006) Headquartered in Cupertino, California, Apple develops, sells, and supports a series of personal computers, portable media players, computer software, and computer hardware accessories Apple Inc.as most well known lines are Mac computers and the iPod line of portable media players 4.Apple Inc.: Background Information Continued • For the iPod and its related iTunes software, Apple sells audio books, games, music, music videos, TV shows, and movies in its online iTunes Store • January 9, 2007, Apple Computer Inc. (as it was formerly known) dropped the “computer” from its name • This name change, which followed Apple's announcement of its new iPhone and Apple TV digital video system, is representative of the company's ongoing expansion into the consumer electronics market in addition to its traditional focus on personal computers 5.Our Focus: The iPod Before its introduction, MP3 players were limited to small companies with restrictive budgets so their features were primitive After the iPod, the entire industry has evolved and grown to the point where the largest computer companies in the world have major interests in the digital music industry Tony Fadell wanted to deliver a small hard drive-based player that was linked with a content delivery system where users could legally obtain and download music He was hired in early 2001 and was given a development team of around thirty people and a deadline of one year to release a successful product 6.Our Focus Continued: iPod • The first iPod a 5GB system, complete with a spin wheel made this innovative creation the new wave of technology • The spin wheel was an attribute never seen before and it allowed for easier navigation of the actual device • The most popular accessory was a utility to allow users to sync a iPod's playlists with a Windows PC 7.iPod Advertising: In the Past Apple has used a variety of distinctive advertising campaigns to promote its iPod portable digital music player The campaigns include television commercials, print ads, posters in public places, and wrap advertising campaigns All of these advertising techniques are unified by a distinctive, consistent style The more famous commercials and print advertising featured dark silhouetted characters against bright- colored backgrounds Other ads featured different songs like “Hey Mama,” and “Vertigo” from both U2 and Black Eyed Peas 8.iPod Advertising Continued The style of Apple Advertising has always been simple imagery, strong wording and usually minimal wording iPod as a central icon Lastly, the Apple Inc. icon which features an apple somewhere within the ad Sometimes the ads also feature music of the times that show Apple Inc. in connection with the celebrity world, a good selling point 9.Why Advertise? iPods are already at their mature stage of the product life cycle We have learned that iPod has become a college student and young adult staple and we wanted to reinforce the already huge demand for iPods We want to increase our sales and strengthen an already strong brand loyalty 10.Our Vision: iPod Presently, based on the popularity and impressive sale performance of the iPod, our team feels that it necessary to target the 18-25 age group, more specifically college students Target segment: East coast college students, ages 17-25 both male and female They want a product that is long lasting, easy to use, typically in style, and fits...
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