Apple's Get a Mac campaign
MKTG 101 Individual Optional Assignment (Topic A)
G11-‐ 1851Q
Apple’s “Get a Mac” campaign
– A study of differences between the campaign in UK and US
Between 2006 and 2009, Apple launched the “Get A Mac” campaign that sought to highlight key differences between the functionalities of a Mac and a PC, often reflecting poorly on the latter. Interestingly, under the very same campaign, they engaged in different Marketing strategies by accounting for cultural differences with regards to the country “Mac” was being marketed in. This paper seeks to highlight key differences in marketing strategy in UK as compared to the US.
The product remained essentially the same for both regions, with minor differences in peripherals such as sockets and the instruction manual. The products advertised by Apple in this case relate to the Mac, Macbook Pro and its operating system “Leopard”. This relates to the idea of introducing universality to the product, which is a particularly important feature and position that Apple has maintained for most of their products. It is consistent with their position of producing products that are “the best version” possible.
There were, however, significant differences in Promotion, especially with regards to advertising. The Advertising Campaign was called “Get a Mac” and it featured a small vignette with a minimalist background and two figures being the subjects; the more conservatively dressed man in suit being PC while the more casually dressed younger individual being Mac. Since the primary audience was television watchers, a critical analysis of the ads can help us possibly understand consumer preferences with regards to advertisements and promotions in general.
A comparative observation of television commercials suggests the UK ads were on average
40 seconds, which is slightly longer than US ads. This difference can be attributed to some extent to the evolution of
G11-‐ 1851Q
Apple’s “Get a Mac” campaign
– A study of differences between the campaign in UK and US
Between 2006 and 2009, Apple launched the “Get A Mac” campaign that sought to highlight key differences between the functionalities of a Mac and a PC, often reflecting poorly on the latter. Interestingly, under the very same campaign, they engaged in different Marketing strategies by accounting for cultural differences with regards to the country “Mac” was being marketed in. This paper seeks to highlight key differences in marketing strategy in UK as compared to the US.
The product remained essentially the same for both regions, with minor differences in peripherals such as sockets and the instruction manual. The products advertised by Apple in this case relate to the Mac, Macbook Pro and its operating system “Leopard”. This relates to the idea of introducing universality to the product, which is a particularly important feature and position that Apple has maintained for most of their products. It is consistent with their position of producing products that are “the best version” possible.
There were, however, significant differences in Promotion, especially with regards to advertising. The Advertising Campaign was called “Get a Mac” and it featured a small vignette with a minimalist background and two figures being the subjects; the more conservatively dressed man in suit being PC while the more casually dressed younger individual being Mac. Since the primary audience was television watchers, a critical analysis of the ads can help us possibly understand consumer preferences with regards to advertisements and promotions in general.
A comparative observation of television commercials suggests the UK ads were on average
40 seconds, which is slightly longer than US ads. This difference can be attributed to some extent to the evolution of