Apple’s Advertising Strategy and Its Effectiveness

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Table of Contents

Apple’s advertising strategy and marketing goals
Measures to determine the effectiveness advertising
Promotional strategies in addition to advertising
Marketing research approach
Gaps in customer expectations and solutions
References

Advertising is a facet of integrated marketing communication that uses persuasion techniques and the least possible costs to influence public opinion. The most expensive adverts appear during prime time. In the newspapers they tend to appear on the first page and also consume a lot of space. Adverts need to be short, precise and concise to reduce public confusion. Generally, each marketing tool suits a different environment depending on the purchasing power of the potential clients (Groucutt, Forsyth & Leadley 2004). Advertising plays an imperative role by helping a company gain a competitive advantage and increases sales. IMC compliments an advertising technique by incorporating elements that achieve the same purpose as adverts but use audience segmentation to attain the desired effect. In the contemporary society, thousands of commercial entities rip from the implementation of its approaches. Harmonization of such elements or otherwise referred to as social managerial process refers to a method through which individuals and groups obtain their desired objectives through creating, offering and exchanging products of value with others. The exchange could be in the form of goodwill, monetary measures or publicity. Communication necessitates the success of this program since it transports, receives and processes information. IMC combines both the traditional methods and the modern techniques to increase company output (Schultz, Tannenbaum, & Lauterborn 1994). This paper will analyze the elements of IMC and also make effective its usefulness to Apple whilst analyzing this company’s advertising strategy.

Apple’s advertising strategy and marketing goals

An advertising strategy directly influences the product outcome. The copywriter, the financial manager, the sponsor, the creative team and the product marketers must physically be present while drafting the program. The first step in formulating an advertising strategy involves understanding the potential consumer. An effective SWOT analysis aids in ensuring that a marketer possesses relevant information concerning the customer. After segmenting the audience into different age groups, occupation and education levels among others, marketers must target a specific audience depending on their levels of interest. For instance Apple targeted most females with the mini IPad since its features thrilled them. The third step in formulating an advertising focuses on the kind of message that necessitates the required response from the public. Message content, structure and format in Apple revolve around information, influence and repetition. The ultimate goal of advertising means translating consumer perceptions into product benefits through use of simple and comprehendible language.

The fourth step in doing this entails attention grabbing through effective communication that incorporates personal interaction with customers, use of commercials or anonymous interface. Fifth and most significant step that Apple uses dictates the use of outsourced individuals for adverts since they possess independent views from the company and thus builds credibility with the populace. A case was of Mary J. Blige’s advert of the IPod. This means that celebrities attract the greatest attention (Kirst-Ashman 2011) since this campaign attained success. In almost all probability communication channels and technology make effective information transfer and ensures quick feedback. Ad agencies, billboards, social networking, traditional media and multi-media achieve this purpose (Drewniany & Jewler 2011). Finally, budgeting concludes the entire process.

Measures to determine the effectiveness advertising

Companies formulate adverts to achieve different effects. The effectiveness of any campaign translates into either tangible results or image matters.

Attitude change

A change in the attitude of the users in comparison to their prior experience indicates that they like or detest the product. A recent shift in how people do business with Apple products and services was as a result of a proper market analysis. Today, most people prefer Apple because of product longevity and quality.

Expert opinion

Opinion polls set by experts probably aid in configuring, the placement of a product or service before marketing and after a marketing campaign. If there is increase in sales then the strategy functions explicitly but when the reverse takes place, changes need to be introduced to make it more effective. A recent increase in Apple’s profit margins clearly indicates individual belief in their products and their purchasing power as influenced by opinion from experts.

Behavior influence

When people respond differently towards an advert or a promotional activity it means part of their behavior has been interfered with in either a positive or a negative way. IMC aims at influencing people to adopt the behavior being displayed by the advert (Kirst-Ashman 2011). Today, the commonality and uniqueness in IPad transforms the way of life of multitudes.

Promotional strategies in addition to advertising

Sales promotion does not involve revenue generation rather it is a step in encouraging purchase through introduction of short term inducements. Sometimes it engrosses offers, bonuses, and trials, value added services, competition platforms involving rewards and coupons. It also takes the form of a marketing strategy in fulfilling its mission thus adhering to the steps in the advertising strategy (AppleInsider | Apple Insider News and Analysis). With its incorporation, the workload in advertising reduces since it creates awareness for the advertized product. It also boosts sales.

Marketing research approach

Before Apple implemented an advertising strategy, it formulated a research technique. This was in a bid to garner situational, organizational and public analysis. The following methods necessitated change. The marketing team organized focus groups, incorporated interviews, prepared open ended questionnaires, used social networking and closely reviewed consumer patterns in the USA and Canada specifically (Drewniany & Jewler 2011). This was because the two presented a ready market and had audiences that proved receptive to change. On the other hand, they aimed at attaining the greatest consumer base in comparison to competitors. So far, they pride in this and also receive accolade world over for their stardom irrespective of Steve job’s posthumous status. To date, social networking works best for this company. The superior way to measure a successful campaign entails assessing increase in demand over supply, improved corporate image, amplified profit margins, superior competitive advantage and international recognition.

Gaps in customer expectations and solutions

Technological advancements will help Apple to reach the marginalized populaces and ultimately improve communication efforts by incorporating the relevance of feedback. Additionally, Apple can fill these gaps through corporate social responsibility, philanthropic activities and other humanitarian support programs. Finally, advertising and IMC present good chances for product publicity and corporate expansion thus if used effectively the challenges will ultimately become history. In return customer satisfaction levels will rise above normal. However, advertising cannot work independently to achieve Apple’s objectives. IMC takes an imperative step by incorporating promotion and other techniques to achieve a collective effort. Even though setbacks arise to refute advert efforts, technology aids in creating a brand out of an advertized product.

References

Drewniany, B. L., & Jewler, A. J. (2011). Creative strategy in advertising. Boston, MA: Wadsworth.

Groucutt, J., Forsyth, P., & Leadley, P. (2004). Marketing: Essential Principles, New Realities. London [U.A.], Kogan Page.

Kirst-Ashman, K. K. (2011). Human Behavior in the Macro Social Environment: An Empowerment Approach to Understanding Communities, Organizations, and Groups. Australia, Brooks/Cole.

Schultz, D. E., Tannenbaum, S. I., & Lauterborn, R. F. (1994). The new marketing paradigm. Lincolnwood, Ill., USA: NTC Business Books.

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