Critical analysis: Apple publicity for IPod and ITunes
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The i-Pod can store a large amount of music and possesses an excellent sound quality (in MP3 format). It meets a real demand for people who download music over the Internet and wish to transfer to a product type "player" so that they can listen to it anywhere.
Apple designs its products in the name of difference: a different view of the relationship between a computer and its user.The music used are very specific, as original. This originality is often the strength of advertising.
The consumer benefit is a real simplicity, there is no need to describe or explain it verbatim. The message must be clear and simple never mind the differences as long as one loves music, and want to carry everywhere and that the one recognizes the values of the brand Apple. Owning an i-Pod is to be part of a tribe.
The population targeted is mostly young people aged from 15 to 35 years (or 40) from more affluent socio-professional classes. If it's students, then it is the socio economic status of parents involved.
The I-Pod attracts on average more men than women in Europe but one is witnessing the opposite phenomenon in the United States. The fact remains that they are in most cases from the cities. The typical user of the iPod in France is a young city student whose parents are from affluent socio-professional classes.
Proponents of I-Pod are open and sensitive to the "Apple culture". Indeed, this brand is essentially synonymous with the rise of computers and specifically the generation Mac in opposition to the imperialism ofWindows.
Adventurous nature, they not hesitate to turn to technological innovations offered by Apple.
Young people are used to living in the universes in which the music is very present. In addition, Internet (or other technologies) offers instant service, the wait becomes less and less accepted. Therefore, i-Pod meets all the needs of consumers in that it is portable and easy to use.
The purchase of an I-Pod can also answer a need for identification of the individual and then follows a group phenomenon. This attitude isespecially pronounced among young people. Indeed, recognition of their surroundings and reassurance can sometimes add a group.
This advertisement perfectly characterizes the transmitter, Apple, which once again shows originality. Indeed, since its inception in 1984 the brand had made remarkable with its advertising campaign announcing the launch of its popular Macintosh.
The advertising has put forward the values of the brand: a simple and modern equipment. It contains the spirit of the Apple community for all its products. The idea is to convey the image of a single product," which manages to animate the posters," which in turn creates a dream.
Tags: Apple iPod, ad campaign, critical analysis of the advertisement