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Apple Ad Campaign Critique
Apple Ad Campaign Critique
Apple Ad Campaign Critique
Apple Ad Campaign Critique
Apple Ad Campaign Critique
Apple Ad Campaign Critique
Apple Ad Campaign Critique
Apple Ad Campaign Critique
Apple Ad Campaign Critique
Apple Ad Campaign Critique
Apple Ad Campaign Critique
Apple Ad Campaign Critique
Apple Ad Campaign Critique
Apple Ad Campaign Critique
Apple Ad Campaign Critique
Apple Ad Campaign Critique
Apple Ad Campaign Critique
Apple Ad Campaign Critique
Apple Ad Campaign Critique
Apple Ad Campaign Critique
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Apple Ad Campaign Critique

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Apple Ad Campaign Critique

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.
  • Transcript

    • 1. Apple Ad Campaign Critique
      Team 6
      Kim Dae-Hyun, Kim Young-Ran, Hahm Seung-Wan
      Lee Eun-Kyung, Moon Sung-Jin
    • 2. AGENDA
      General Introduction
      Advertisement Showcase
      Theoretical Analysis
      Summary
    • 3. 3
      General Information – Company Overview
      • Foundation: April 1, 1976
      • 4. Founder: Steve Jobs, Steve Wozniak, Ronald Wayne
      • 5. Revenue : US$ 32.48 billion(2008)
      • 6. Employees: 35,000 (2009)
      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
    • 7. 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.
      • 8. 1997 : “Think Different” ad campaign was created
      • 9. 2002 : “Apple Switch” ads
      • 10. 2006 : “Get a Mac” more famously known as PC vs. Mac
      • 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.
    • 5
      Campaign 1 : Think different
    • 12. 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
    • 13. 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
    • 14. 8
      Campaign 2 : Apple Switch
    • 15. 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
    • 16. 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
      • 17. 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
    • 18. 11
      Campaign 3 : Get a Mac - Restarting
    • 19. 12
      Campaign 3 : Get a Mac - Broken Promises
    • 20. 13
      Campaign 3 : Get a Mac
      About the Campaign
      • The campaign launched on May 2, 2006 and maintained until now
      • 21. It has been shown in many other countries – the United States, Canada, Australia, New Zealand, the United Kingdom and Japan.
      • 22. The ads in the campaign have become easily recognizable
      • 23. Each ad follows a standard simple template: against a minimalist all-white background
      • 24. A man dressed in casual clothes introduces himself as a Mac
      • 25. A man in a more formal suit-and-tie combination introduces himself as a Windows PC
      • 26. The two then act out a brief vignette in which the capabilities and attributes of Mac and PC
      • 27. Smug superiority continues to be Apple’s brand strategy since switch ads
      IM558 Media Customer Analysis (Prof. Park Byung Ho)
    • 28. 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.
      • 29. In the second quarter of 2007, The sales are up by 36% for Macs.
      • 30. The Get a Mac campaign received the Grand Effie Award in 2007
      • 31. Microsoft responded to the Get a Mac advertising campaign in late 2008 by releasing the “I'm a PC” campaign
      • 32. featuring Microsoft employee Sean Siler as a John Hodgman look-alike
      • 33. the Microsoft ads show PC users instead defining themselves PCs
      More : http://www.apple.com/getamac/ads/
    • 34. 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
    • 35. 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
      • Peripheral Cues
      • 36. Well-known celebrities
      • 37. No color, black and white image
      • 38. Narration of Richard Dreyfus
      • 39. No hard information about product
      Temporary Attitude
      Shift
      ‘’Think different (1997)
      • Peripheral Cues
      • 40. Famous models because of this ads
      • 41. Familiar music
      • 42. Quick scene change
      ‘Broken promise (2009)
    • 43. 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
      • PropagandaTestimonial, Plain Folks(Real People)
      Plain
      Weak
      Not very effective
      • Launched on June, 2002
      • 44. Phased out in 2003
      • 45. ELM(Central Route)Mac's advantages over the PC
      • 46. Protection Motivation Theory
      Hard to operate the PC
      Perceived Threat
    • 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.
      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
    • 48. 19
      Summary
      • Easily recognizable: ad follows a standard simple format
      • 49. The trend of Mac’s AD campaign
      Launch revolution (1984) - Product (~ 1997) -
      Branding (Think Different) - Product again (Switch and Get a Mac)
      • Mac’s advertising future
      Smug superiority strategy used in ” Get a Mac” was sufficient till now
      Considering the speed of change
      • It might be the necessary for another “differently thinking” campaign
    • Q & A

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