For a long time, the products from Apple were not highlighted in advertisements in France. Launching its new product, the MacBook Air, enabled the brand to connect to the people in France again. Billed as the world's thinnest computer, the MacBook Air has helped Apple in rebuilding its brand name.
Apple is trying to strengthen its corporate image in France. An advertisement that was recently filmed shows the new Apple computer fitting into an envelope. The idea that Apple wants to convey through this advertisement is that the new computer is small, simple and user friendly.
In general, Apple is known worldwide for its ability to sell its products to teenagers. The main reason for this popularity stems from the fact that Apple designs products tailored to the needs of young people, such as with the iPhone or iPod.
The brand launched its products as original and personal, leaving the choice to customers to customize as they wish (with shells, the choice of colors, etc). These are elements that are important to youth.Apple has managed to create a real community around its products. Word-of-mouth is very fast regarding Apple products. Information is disseminated in depth on the market, thanks to this network.
Tags: Apple's marketing strategy, Advertisement of MacBook Air, Brand image of Apple
[...] Apple has succeeded in creating a true community around its products. Word- of-mouth is very fast on Apple products. Information is disseminated on the market in depth, through this network. The Buzz is the strategy used by the Apple group. With word-of-mouth advertizing, the brand is able to lower the costs associated with advertising and ensure that information spreads quickly, by taking advantage of the ensuing coverage. The example of Mac Book Air: Despite a weak presence in the media, the product is already well known in the industry. [...]
[...] The various components of advertising: Non-media: • Internet: The spot was first broadcast on the internet on the official website of the group, but was also taken on several other websites, blogs, etc. With this new product Apple wants to strengthen its image among the population. Although this topic is not mentioned in the advertisement, the information was highly discussed on the web: The new computer has received the approval of Greenpeace, thanks to its environmentally friendly image (less packaging, mercury-free . Apple is environmentally friendly. [...]
[...] The goal of notoriety is to attract as many customers, so that they are interested in the product. It is a mass medium that is going to hit a larger, more important target, including all facets of the French population ( knowing that the French watch television). Associated communication objectives: - Emotional: Desire to love the brand and the product, and distributing it on a mass medium, so that the majority of people can have access to this information. This will be explained by the choice of the spot, by staging the product and by associating it with a known and haunting music. [...]
[...] The aim is to promote brand awareness to those who do not yet know about it or those who have not yet felt the desire to seek information on the subject. • Magazines, newspapers: Many magazines have included the launch of the MacBook Air, but this is not direct advertising. These have published numerous articles on the subject. This is a part of the Buzz created by Apple. • Poster campaign: Apple saw the big picture, and has launched a poster campaign in most French cities, keeping the spirit and the colors used in the TV spot. [...]
[...] The message might be "Having an Apple, is to be part of a group." However, a secondary target must be added. With MacBook Air, Apple also wants to reach young professionals who are nomads in their work. With an emphasis on lightness and delicacy of the new computer, Apple wants to show people that it is very portable, and it would be ideal as a complement to a fixed computer. It remains difficult to give figures for Apple's marketing strategy. [...]
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