Apple is a corporation that advertises aggressively and the advertisemnets make it seem like they shove their products down consumer’s throat, they put a lot of thought, effort, and time, not to mention money into ads and publicity campaigns. The advertisement of few minutes captures the attention of its target markets. It affects consumer’s daily lives, inform them about new products and services. As the ad image for iphone 6 (attached above) shows the featured new phone, various themes, the colorful image of the new phone, and its features. Apple uses two major types of advertising, which are institutional advertising and product advertising. Institutional Advertising is a form of adverstising designed to enhance a company's image rather than promote a particular product. Apple Inc. uses institutional advertising to promote the corporation as a whole and its design, to maintain the company’s identity. For example we go back to the first big commercial of Apple Inc that took place in the Super Bowl in 1984. The ad showed a black and white color theme but promoted a unique idea “ THINK DIFFERENT”.
Fast foward and we are now in 2015 Apple has changed its identity, the company has become a brand, a competitive company, and a highly recommended company, this all happened due to the strategy of institutional advertising. Now, Apple Inc has a colorful image, and the way the products are portrayed add a luxury feel to the company's product even though they are simply electronics. An example of the luxury feel is the picture below of a gold iphone 6.
The other type of advertising that Apple uses is Product advertising. Product Advertising is a form of advertising that touts the benefits of a specific good or service. Unlike institutional advertising, Apple Inc. does a great job promoting the benefits of the new product released and also those advertisements appeal to show the new features, quality, design, style, advantage and better capacity of the product comparing them to old products and other competitive brands. The video below shows how Apple promotes the new IPhone 6 using Product advertising.
After watching this ad it is hard not to agree with the fact that Apple products are beautiful, elegant, precise, and they are everywhere. Apple Inc does this through the advertising, which is done through every possible aspect to connect with the public and to introduce them to the upcoming new products. Apple spends alot of money on advertising in 2014 the company spent 1 billion dollars which now seems minuscule due to the incredibly high profits the companymade that year.
SALES PROMOTION
When it comes to sales promotion Apple is one of the best. The company uses short-term techniques to persuade their target market to buy their products. Some examples of promotion sales are the money back guarantees, rebates etc. The Apple stores are very distinct and captivating because they expose all their products for consumers and they allow them for example to surf on the web from any computer or listen to music on ipods and experience the iPhone and its features. This lets consumers to be more comfortable with the product and familiarize themselves with them.
There's no denying that Apple is one the best in the World using the Advertisng and Sales promotion strategy. The company's innovative and agressive style is what has mad it one of the worlds top brands.
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