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Advertising & Sales Promotion - Apple iPod

Advertising & Sales Promotion - Apple iPod

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Published by rohanchow
Ipod - dealing with its IMC tools, advertising agency, Consumers, Source Message and Channel Factors, Advertising Objectives & Budget, Creative Aspect, Media Strategy and Social & Ethical Issues
Ipod - dealing with its IMC tools, advertising agency, Consumers, Source Message and Channel Factors, Advertising Objectives & Budget, Creative Aspect, Media Strategy and Social & Ethical Issues

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Published by: rohanchow on Jul 16, 2010
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09/11/2013

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Advertising & Sales
Promotion
Apple iPod
7/17/2010
Prof. Anil Vashisht
Submitted by:
y
RohanChowdhry
y
GautamVatsa
Advertising & Sales Promotion
2|Pa g e
Table of Contents
Introduction. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3
IMC Tools used by Apple iPod. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

Advertising. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Sales Promotion. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 PublicRelations. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

iPod  Advertising Agency. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
SourceMessageand Channel Factors. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Source. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

Message. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Advertising Objectivesand Budget........................................................................................................... 9
Objectives. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Creative Aspect...................................................................................................................................... 10
Media Strategies.................................................................................................................................... 11
Social & EthicalIssues. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
References............................................................................................................................................. 14
Advertising & Sales Promotion
3|Pa g e
Introduction

The iPod isa portable media player designedand marketed by Appleandl aunchedon October 23, 2001.
Asof June 2010, the productline-up includes thehard drive-based iPod Classic, the touch screen iPod
Touch, the video-capable iPod Nano,and the compact iPod Shuffle. Former iPod models include the
iPodMiniand the spin-off iPod Photo (sincereintegrated into the main iPod Classicline). iPod Classic
models store media on an internal hard drive;while all other models use flash memory to enable their
smaller size (the discontinuedMini usedaMicrodrive miniaturehard drive). Aswith manyother digital
music players, iPods can also serveas external data storage devices. Storage capacity varies by model,

rangingfrom 2GBforthe iPodShuffleto 160GB forthe iPodClassic.

The iPod branding isalso used for the media player applications includedwith the iPhoneand iPad; the
iPhone version is essentiallya combination of theMusicand Videosappson the iPod Touch. Both
devices can therefore function as iPods, but theyaregenerally treatedas separate products.

The iPod presents, besidesan interesting technical evolution, an original and innovativewayof
promoting andadvertising, this differs in styleand slogans from the firstadsof the firstgeneration of
iPods, to the mostrecent iPod video advertising campaigns.

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