Apple Ad Campaign Critique v2 0

Slide 1: 

Team 6 Kim Dae-Hyun, Kim Young-Ran, Hahm Seung-Wan Lee Eun-Kyung, Moon Sung-Jin Apple Ad Campaign Critique

Slide 2: 

AGENDA General Introduction Advertisement Showcase Theoretical Analysis Summary

General Information – Company Overview : 

3 General Information – Company Overview 2006, MacBook with intel chip 1976 1980 1989 1991 1997 2005 1976 Foundation 1978, Apple II 1983, Apple Lisa 1998, iMac 2001, iPod / OS X 1985 1993 1995 Steve Jobs Years Sculley Years Steve Jobs Years 1984, Macintosh 1985, Resignation of Jobs 1985, First ever quarterly loss, laid of one-fifth of employees 1987, MacII 1991, Powerbook 1994, PowerMac family 1996, Acquisition with NeXT 2003, iTunes/ Power Mac G5 2007, iPhone 2007, Apple TV 1997, rehiring Jobs Amelio Yrs Spindler Yrs Foundation: April 1, 1976 Founder: Steve Jobs, Steve Wozniak, Ronald Wayne Revenue : US$ 32.48 billion(2008) Employees: 35,000 (2009) Sales by product

General Information – Campaign Overview : 

4 General Information – Campaign Overview Why the Campaign Started In order to get their prestigious reputation back, Apple had to come up with an ingenious campaign. 1997 : “Think Different” ad campaign was created 2002 : “Apple Switch” ads 2006 : “Get a Mac” more famously known as PC vs. Mac In December of 1996, Umax‘s updated S900 Mac clone that was less expensive than a Power Mac and much quicker and this flawed the Apple name.

Campaign 1 : Think different : 

5 Campaign 1 : Think different

Campaign 1 : Think different : 

About the Campaign The campaign launched on September 28, 1997 and maintained until 2002 It was created by the TBWA agency It created as a tribute to the innovating minds that truly changed the world by thinking in ways others never did. The campaign speaks about the brand image not the product. The print and billboard were one of a kind and Instead of just advertising in Mac and common computing magazines, Apple purchased areas in popular magazines and fashion magazines. They constantly changed their ads & made revisions. 6 Campaign 1 : Think different

Campaign 1 : Think different : 

The Campaign's Outcome Unlike some of Apple's earlier ads, it received glowing press attention & was remarkably popular Reestablish Apple's counter-culture image that it had lost during the 90s  The ads won numerous awards and made Apple an idolizing company once again. The campaign showed company’s vision & philosophy and contributed to build brand image. 7 Campaign 1 : Think different

Campaign 2 : Apple Switch : 

8 Campaign 2 : Apple Switch

Campaign 2 : Apple Switch : 

About the Campaign Switch was an advertising campaign launched on June 10, 2002. The people acting in these ads were “Real people" who had "switched" from the Microsoft Windows platform to the Mac, that the Mac is made for anyone. The ads concentrated on the comparison with their opponents and points out the disadvantages of having a PC. The background music is "Spit" by John Murphy. Localized versions of the commercials, with local "switchers", aired in Iceland and Japan. 9 Campaign 2 : Apple Switch

Campaign 2 : Apple Switch : 

The Campaign's Outcome The Switch campaign, while distinctive, was not very effective, and was gradually phased out in 2003 This Ad did not fit to apple’s main target audience Research about the campaign effectNegative response 55.6%(Source: http://www.macpolls.com/?poll_id=234) Due to the simplicity of the ad, many parodies surfaced on the net shortly after the campaign started The advertising concept of the Mac's advantages over the PC was later revived for the Get a Mac campaign in 2006 SwitchersAmerican Switchers: 31Japanese Switchers: 9 10 Campaign 2 : Apple Switch More: http://www.esm.psu.edu/Faculty/Gray/switch-ads.html

Campaign 3 : Get a Mac - Restarting : 

11 Campaign 3 : Get a Mac - Restarting

Campaign 3 : Get a Mac - Broken Promises : 

12 Campaign 3 : Get a Mac - Broken Promises

Slide 13: 

13 Campaign 3 : Get a Mac IM558 Media Customer Analysis (Prof. Park Byung Ho) About the Campaign The campaign launched on May 2, 2006 and maintained until now It has been shown in many other countries – the United States, Canada, Australia, New Zealand, the United Kingdom and Japan. The ads in the campaign have become easily recognizable Each ad follows a standard simple template: against a minimalist all-white background A man dressed in casual clothes introduces himself as a Mac A man in a more formal suit-and-tie combination introduces himself as a Windows PC The two then act out a brief vignette in which the capabilities and attributes of Mac and PC Smug superiority continues to be Apple’s brand strategy since switch ads

Slide 14: 

14 Campaign 3 : Get a Mac The Campaign's Outcome Their new campaign creates a new polarization which associated the “Mac” with fun and the PC with work. In the second quarter of 2007, The sales are up by 36% for Macs. The Get a Mac campaign received the Grand Effie Award in 2007 Microsoft responded to the Get a Mac advertising campaign in late 2008 by releasing the “I'm a PC” campaign featuring Microsoft employee Sean Siler as a John Hodgman look-alike the Microsoft ads show PC users instead defining themselves PCs More : http://www.apple.com/getamac/ads/

Theoretical Analysis - Schema Theory : 

Through the ad campaigns, Apple acquired its creative brand image From the view of 1st & 3rd campaign, consumers organized new schema in their memory It’s difficult to find the factor about schema theory in 2nd campaign 15 Theoretical Analysis - Schema Theory 1st campaign 3rd campaign Mac Fruit Minority Technology IT Creativity Genius Difference Craziness Innovation Change Superiority Casualness

Theoretical Analysis - ELM : 

There are some differences among 3 campaigns. - Think different : more focus on peripheral route rather than central route - Switch : a little bit central route, but very weak - Get a Mac : early, peripheral route is very weak. But as time goes by, stronger 16 Theoretical Analysis - ELM Temporary Attitude Shift Peripheral Cues Famous models because of this ads Familiar music Quick scene change ‘Broken promise (2009) ‘’Think different (1997) Peripheral Cues Well-known celebrities No color, black and white image Narration of Richard Dreyfus No hard information about product

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Propaganda : 

a systematic form of purposeful persuasion that attempts to influence the emotions, attitudes, opinions, and actions of specified target audiences for ideological, political or commercial purposes through the controlled transmission of one-sided message. 7 methods: Name Calling, Glittering Generality, Transfer, Testimonial, Plain Folks, Card Stacking, Bandwagon TestimonialConsists in having some respected or hated person say that a given idea or program or product or person is good or bad Plain Folksis the method by which a speaker attempts to convince his audience that he and his ideas are good because they are ‘of the people’ the ‘plain folks’ 18 Propaganda

Summary : 

19 Summary Easily recognizable: ad follows a standard simple format The trend of Mac’s AD campaign Launch revolution (1984) - Product (~ 1997) - Branding (Think Different) - Product again (Switch and Get a Mac) Mac’s advertising future Smug superiority strategy used in ” Get a Mac” was sufficient till now Considering the speed of change It might be the necessary for another “differently thinking” campaign

Slide 20: 

Q & A