Apple was established on April 1, 1976 by Steve Jobs, Steve Wozniak, and Ronald WayneApple grow up PC based products H/W and S/W such as Macintosh, Mac OS until 2001 After that Apple have started music related product and service.
Apple Ad Campaign Critique Team 6 Kim Dae-Hyun, Kim Young-Ran, Hahm Seung-Wan Lee Eun-Kyung, Moon Sung-Jin
AGENDA General Introduction Advertisement Showcase Theoretical Analysis Summary
2007, iPhone 2007, Apple TV 2006, MacBook with intel chip Sales by product 2003, iTunes/ Power Mac G5 2001, iPod / OS X 1998, iMac 1997, rehiring Jobs 1996, Acquisition with NeXT 1994, PowerMac family 1991, Powerbook 1987, MacII 1985, First ever quarterly loss, laid of one-fifth of employees 1985, Resignation of Jobs 1984, Macintosh 1983, Apple Lisa 1978, Apple II 1976 Foundation 1976 2005 1989 1985 1980 1995 1993 1997 1991 Spindler Yrs Steve Jobs Years Steve Jobs Years SculleyYears Amelio Yrs
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
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.
5 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
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
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
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 Aaron Adams Sarah Whistler Mark Frauenfelder Liza Richardson Dave Haxton Damon Wright Dianne Druyff Patrick Gant Juan Proano More: http://www.esm.psu.edu/Faculty/Gray/switch-ads.html
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
IM558 Media Customer Analysis (Prof. Park Byung Ho)
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/
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 Mac 1st campaign IT Technology Minority Fruit Creativity Genius Difference Innovation Change Superiority Craziness 3rd campaign Casualness
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
Difficulty of finding a theory which can fit to explain this AD This AD tried to deliver Mac’s advantages to people to switch from the PC to the Mac 17 Theoretical Analysis : Apple Switch Perceived Probability Efficacy of Recommendation
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