The paper "How Apple Company Meets Its Advertising Needs" is a wonderful example of a case study on marketing. Advertising is communication to consumers with the aim of convincing or encouraging continuing or taking new action. Advertising is mostly for commercial purposes, but it may also be used to sell ideologies such as in politics. The advertising message targets different audiences depending on the objective of the advertising agency. The target groups may be shareholders, employees, consumers or even the general population. The media for advertising has evolved from traditional media to new media.
Traditional media includes mass media while the new media includes forms such as websites, blogs, and text messages. Estimates show that in 2010 alone advertising expense was around $467 billion worldwide. In this research paper to understand how advertising works, it explores how Apple Company meets its advertising needs. Apple is the current biggest firm in the world with a market capitalization of $600 billion. It is the manufacturer of the Mackintosh computers, iPads, iPhones and iPods. In a competitive market, Apple needs to engage in advertising to ensure profitability.
It engages in advertising to increase the consumption of its products, give more information on new and existing products and also to show the consumer the superiority of its products over the competitors. Advertising Agencies Apple is the market leader in the technology industry. However, it faces fierce competition from other technology companies such as Samsung, Motorola, and Research in Motion (RIM), Google, Amazon, and many more technology companies. Samsung overtook Apple in the sale of smartphones last year due to aggressive advertising. Due to this fierce competition, it needs to advertise through traditional media such as newspapers, televisions, radio, magazines, billboards or direct mail and through the new media such as blogs, websites and mobile advertising.
Apple continues to advertise actively since the advent of its first product the mackintosh computer in the late 1970s. They have engaged in advertising ever since to the present (O’ grady 2009, pp150). The advertising culture at Apple Company has evolved rapidly over the years. The first advertisement was in the late 1970s. With the boom of computing culture in the 1980s, the company undertook a campaign that aims at convincing consumers to own a computer especially Apple.
The advertising messages were heavy on text and used light images. Most of the advertisements on computers and other technology used text-heavy and light images. It graduated from the “ The Think Different Campaign” of the 1990s that was widely successful. It featured a number of celebrities such as Mohammed Ali to achieve its purpose. This campaign served to make Apple brands familiar to consumers and also educate them on the functions of their products (Advertising Agency Magazine 1955, pp60).