Apple Ad Campaign Critique


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Apple Ad Campaign Critique

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  • 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

    1. 1. Apple Ad Campaign Critique <br />Team 6<br />Kim Dae-Hyun, Kim Young-Ran, Hahm Seung-Wan<br />Lee Eun-Kyung, Moon Sung-Jin<br />
    2. 2. AGENDA<br />General Introduction<br /> Advertisement Showcase<br /> Theoretical Analysis<br /> Summary<br />
    3. 3. 3<br />General Information – Company Overview<br /><ul><li>Foundation: April 1, 1976
    4. 4. Founder: Steve Jobs, Steve Wozniak, Ronald Wayne
    5. 5. Revenue : US$ 32.48 billion(2008)
    6. 6. Employees: 35,000 (2009)</li></ul>2007, iPhone<br />2007, Apple TV <br />2006, MacBook<br />with intel chip <br />Sales by product<br />2003, iTunes/ Power Mac G5<br /> 2001, iPod / OS X<br /> 1998, iMac<br />1997, rehiring Jobs<br />1996, Acquisition with NeXT <br />1994, PowerMac family <br />1991, Powerbook <br />1987, MacII <br /> 1985, First ever quarterly loss, laid of one-fifth of employees <br /> 1985, Resignation of Jobs<br />1984, Macintosh<br /> 1983, Apple Lisa<br />1978, Apple II<br />1976 Foundation<br />1976<br />2005<br />1989<br />1985<br />1980<br />1995<br />1993<br />1997<br />1991<br />Spindler<br />Yrs<br />Steve Jobs Years<br />Steve Jobs Years<br />SculleyYears<br />Amelio<br />Yrs<br />
    7. 7. 4<br />General Information – Campaign Overview<br />Why the Campaign Started<br /><ul><li>In order to get their prestigious reputation back, Apple had to come up with an ingenious campaign.
    8. 8. 1997 : “Think Different” ad campaign was created
    9. 9. 2002 : “Apple Switch” ads
    10. 10. 2006 : “Get a Mac” more famously known as PC vs. Mac
    11. 11. 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.</li></li></ul><li>5<br />Campaign 1 : Think different<br />
    12. 12. About the Campaign<br />The campaign launched on September 28, 1997 and maintained until 2002<br />It was created by the TBWA agency <br />It created as a tribute to the innovating minds that truly changed the world by thinking in ways others never did.<br />The campaign speaks about the brand image not the product.<br />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.<br />They constantly changed their ads & made revisions.<br />6<br />Campaign 1 : Think different<br />
    13. 13. The Campaign&apos;s Outcome <br />Unlike some of Apple&apos;s earlier ads, it received glowing press attention & was remarkably popular<br />Reestablish Apple&apos;s counter-culture image that it had lost during the 90s <br />The ads won numerous awards and made Apple an idolizing company once again.<br />The campaign showed company’s vision & philosophy and contributed to build brand image.<br />7<br />Campaign 1 : Think different<br />
    14. 14. 8<br />Campaign 2 : Apple Switch<br />
    15. 15. About the Campaign<br />Switch was an advertising campaign launched on June 10, 2002. <br />The people acting in these ads were “Real people&quot; who had &quot;switched&quot; from the Microsoft Windows platform to the Mac, that the Mac is made for anyone.<br />The ads concentrated on the comparison with their opponents and points out the disadvantages of having a PC. <br />The background music is &quot;Spit&quot; by John Murphy. <br />Localized versions of the commercials, with local &quot;switchers&quot;, aired in Iceland and Japan.<br />9<br />Campaign 2 : Apple Switch<br />
    16. 16. The Campaign&apos;s Outcome <br />The Switch campaign, while distinctive, was not very effective, and was gradually phased out in 2003<br /><ul><li>This Ad did not fit to apple’s main target audience
    17. 17. Research about the campaign effectNegative response 55.6%(Source:</li></ul>Due to the simplicity of the ad, many parodies surfaced on the net shortly after the campaign started<br />The advertising concept of the Mac&apos;s advantages over the PC was later revived for the Get a Mac campaign in 2006<br />SwitchersAmerican Switchers: 31Japanese Switchers: 9<br />10<br />Campaign 2 : Apple Switch<br />Aaron Adams<br />Sarah Whistler<br />Mark Frauenfelder<br />Liza Richardson<br />Dave Haxton<br />Damon Wright<br />Dianne Druyff<br />Patrick Gant<br />Juan Proano<br />More:<br />
    18. 18. 11<br />Campaign 3 : Get a Mac - Restarting<br />
    19. 19. 12<br />Campaign 3 : Get a Mac - Broken Promises<br />
    20. 20. 13<br />Campaign 3 : Get a Mac<br />About the Campaign<br /><ul><li>The campaign launched on May 2, 2006 and maintained until now
    21. 21. It has been shown in many other countries – the United States, Canada, Australia, New Zealand, the United Kingdom and Japan.
    22. 22. The ads in the campaign have become easily recognizable
    23. 23. Each ad follows a standard simple template: against a minimalist all-white background
    24. 24. A man dressed in casual clothes introduces himself as a Mac
    25. 25. A man in a more formal suit-and-tie combination introduces himself as a Windows PC
    26. 26. The two then act out a brief vignette in which the capabilities and attributes of Mac and PC
    27. 27. Smug superiority continues to be Apple’s brand strategy since switch ads </li></ul>IM558 Media Customer Analysis (Prof. Park Byung Ho)<br />
    28. 28. 14<br />Campaign 3 : Get a Mac<br />The Campaign&apos;s Outcome <br /><ul><li>Their new campaign creates a new polarization which associated the “Mac” with fun and the PC with work.
    29. 29. In the second quarter of 2007, The sales are up by 36% for Macs.
    30. 30. The Get a Mac campaign received the Grand Effie Award in 2007
    31. 31. Microsoft responded to the Get a Mac advertising campaign in late 2008 by releasing the “I'm a PC” campaign
    32. 32. featuring Microsoft employee Sean Siler as a John Hodgman look-alike
    33. 33. the Microsoft ads show PC users instead defining themselves PCs</li></ul>More : <br />
    34. 34. Through the ad campaigns, Apple acquired its creative brand image<br />From the view of 1st & 3rd campaign, consumers organized new schema in their memory<br />It’s difficult to find the factor about schema theory in 2nd campaign<br />15<br />Theoretical Analysis - Schema Theory<br />Mac<br />1st campaign<br />IT<br />Technology<br />Minority<br />Fruit<br />Creativity<br />Genius<br />Difference<br />Innovation<br />Change<br />Superiority<br />Craziness<br />3rd campaign<br />Casualness<br />
    35. 35. There are some differences among 3 campaigns. <br /> - Think different : more focus on peripheral route rather than central route<br /> - Switch : a little bit central route, but very weak<br /> - Get a Mac : early, peripheral route is very weak. But as time goes by, stronger<br />16<br />Theoretical Analysis - ELM<br /><ul><li> Peripheral Cues
    36. 36. Well-known celebrities
    37. 37. No color, black and white image
    38. 38. Narration of Richard Dreyfus
    39. 39. No hard information about product</li></ul>Temporary Attitude<br /> Shift<br />‘’Think different (1997)<br /><ul><li> Peripheral Cues
    40. 40. Famous models because of this ads
    41. 41. Familiar music
    42. 42. Quick scene change</li></ul>‘Broken promise (2009)<br />
    43. 43. Difficulty of finding a theory which can fit to explain this AD<br />This AD tried to deliver Mac’s advantages to people to switch from the PC to the Mac<br />17<br />Theoretical Analysis : Apple Switch<br />Perceived Probability<br />Efficacy of Recommendation<br /><ul><li> PropagandaTestimonial, Plain Folks(Real People)</li></ul>Plain<br />Weak<br />Not very effective<br /><ul><li> Launched on June, 2002
    44. 44. Phased out in 2003
    45. 45. ELM(Central Route)Mac's advantages over the PC
    46. 46. Protection Motivation Theory</li></ul>Hard to operate the PC<br /> Perceived Threat<br />
    47. 47. 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.<br />7 methods: Name Calling, Glittering Generality, Transfer, Testimonial, Plain Folks, Card Stacking, Bandwagon<br />TestimonialConsists in having some respected or hated person say that a given idea or program or product or person is good or bad<br />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’<br />18<br />Propaganda<br />
    48. 48. 19<br />Summary<br /><ul><li> Easily recognizable: ad follows a standard simple format
    49. 49. The trend of Mac’s AD campaign</li></ul> Launch revolution (1984) - Product (~ 1997) -<br /> Branding (Think Different) - Product again (Switch and Get a Mac) <br /><ul><li> Mac’s advertising future</li></ul> Smug superiority strategy used in ” Get a Mac” was sufficient till now<br /> Considering the speed of change<br /><ul><li> It might be the necessary for another “differently thinking” campaign</li></li></ul><li>Q & A<br />