Advertising and Promotion in

“Apple Inc”

Group:7
Advertising and Promotion Pyramid
HIGH
Salesperson

Telemarketing

Catalog Literature
Cost per Contact

and Manuals

Trade Shows, Seminars,

Training

Direct Mail

Public Relations /Publicity

Media Advertising

LOW

Narrow
Broad
Coverage of Target Audience (Reach)
Media Advertising
Apple Inc
1984 “super bowl commercial”
●

1990 ●
“Think different”

2000 ●
“iPod people”
Catalogs and Manuals:

Key benefits of the product

Compatibility/interoperability

Warranties

Apple store website also

has the catalogue

PUBLIC RELATIONS
To develop goodwill among its
customers and other stakeholders.
 Apple, Old Dominion University and
the Chesapeke Bay Foundation are
teaming up to sponsor an "e-cycling"
event.
Apple sponsored Berlinale's Talent
Campus 2007, -gathered 350 film
makers from all over the world for six
days, between 10 and the 16th of
February.
The new Garage Flick project
sponsored by Apple -produced a short
digital film each day -was published
online - available on the official
Campus website
PUBLICITY
Any coverage the company receives in the
news media.
The buzz that followed the launch -every
one had something to say about the new
Apple product.
7000 Apple tweets per minute during iPad
announcement.
Thousands of technology journalists and
bloggers across the World hooked to
every word Steve Jobs had to say about
his latest offering and a front page
headline on most publications across the
World.
A quick search on Google – is enough to
showcase the media frenzy Apple
unleashed with its recent product launch.
Trade shows and seminars
"Apple is participating in
fewer trade shows every
year, because often there
are better ways for us to
reach our customers.“
Apple organizes
education seminars.
TELEMARKETING
Outbound calls :
Very less cold calls but they make calls to existing
customers for CRM
Inbound calls:
Website has a toll free number where people can call
and ask their queries.
Telemarketing personnel help salespeople by
providing support services.
Online Advertising
Banner Ads (live banners)

Superstitial ads

Interstitial ads

Search Engine Optimization

Viral Marketing
Making offers so compelling that people
voluntarily pass them around to their friends.
Eg: discounts on I-pods and Mac's for the Back to
School promotion. 

BUZZ MARKETING: i-phone and i-pad

 New Product pre announcement

Apple i-pad 2

- It will have 2 cameras

- Faster Processor

- Dual-mode Qualcomm Chipset

- Forget the Higher-Resolution Display

- Slimmer. Lighter. Smaller.

 New Product Pre Announcement
PROS
Pioneering advantage: pre-empt competitors
Stimulate demand
Encourage customers to delay purchase
Help customers plan
Gain customer feedback
Stimulate development of complementary
products
Provide access to distribution
Pursuit of leadership position
CONS
Cue competitors
Cannibalize current products
Delays damage reputation or survival of firm
Confuse customers
Create internal conflict
Generate antitrust concerns
Tactical Considerations in Preannouncement
Decisions

Communi-
Target
Timing Information -cation
Audience
Vehicles