Apple
Promotion Strategy
a.) Integrated Marketing Communications Strategy
The integrated marketing communications (IMC) strategy, in American Football terms, is all about awareness in the pocket. Knowing what is going on at the time, how to react, which players to look for and which to avoid. This can all be related to the IMC strategy because it deals with delivering the football to the receiver at the right time. IMC deals with a variety of forms of communication: Advertising, Personal Selling, Sales Promotions, Public Relations, Direct Marketing, Electronic Media. These forms are all used to reach out to an audience to help promote a product or service. Below, I have prepared an overview of Apple Inc.’s IMC strategy.
Advertising
Apple Inc. has an impressive image to uphold and their advertisements certainly add more value to the product itself. Since Apple Inc. is an electronic technology company their advertising campaigns deal heavily with Internet mediums and television commercials. My personal favorite are the “Mac vs. PC” commercials where there are two people in the commercial; an older business man who is portrayed as outdated and unhip is promoting the PC. The comparison is the Mac is portrayed as a younger, fresher, more intuitive and sleeker option to the PC that gives Apple a huge advantage in this competitive market. These commercials have gone viral through the use of YouTube and the other various social networking sites. The iPod digital music revolution campaign was extremely successful in enticing consumers to purchase iPods and begin using iTunes. This campaign is responsible for creating the stepping-stones for the App Store. Both campaigns gave the consumer idealistic offers that they would ultimately end up acquiring. After viewing the various advertisements, consumers are presented an offer that is hard to refuse which defines the success in these campaigns. Personal Selling
Apple Inc. has the advantage of having its Apple Retail
a.) Integrated Marketing Communications Strategy
The integrated marketing communications (IMC) strategy, in American Football terms, is all about awareness in the pocket. Knowing what is going on at the time, how to react, which players to look for and which to avoid. This can all be related to the IMC strategy because it deals with delivering the football to the receiver at the right time. IMC deals with a variety of forms of communication: Advertising, Personal Selling, Sales Promotions, Public Relations, Direct Marketing, Electronic Media. These forms are all used to reach out to an audience to help promote a product or service. Below, I have prepared an overview of Apple Inc.’s IMC strategy.
Advertising
Apple Inc. has an impressive image to uphold and their advertisements certainly add more value to the product itself. Since Apple Inc. is an electronic technology company their advertising campaigns deal heavily with Internet mediums and television commercials. My personal favorite are the “Mac vs. PC” commercials where there are two people in the commercial; an older business man who is portrayed as outdated and unhip is promoting the PC. The comparison is the Mac is portrayed as a younger, fresher, more intuitive and sleeker option to the PC that gives Apple a huge advantage in this competitive market. These commercials have gone viral through the use of YouTube and the other various social networking sites. The iPod digital music revolution campaign was extremely successful in enticing consumers to purchase iPods and begin using iTunes. This campaign is responsible for creating the stepping-stones for the App Store. Both campaigns gave the consumer idealistic offers that they would ultimately end up acquiring. After viewing the various advertisements, consumers are presented an offer that is hard to refuse which defines the success in these campaigns. Personal Selling
Apple Inc. has the advantage of having its Apple Retail