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The Ipod And Advertising


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The Ipod And Advertising

  1. 1. The Ipod And Advertising A Case Study In It’s Evolution
  2. 2. Advertising Campaign
  3. 3. Advertising Campaign <ul><li>An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC). </li></ul><ul><li>Advertising campaigns appear in different media across a specific time frame. </li></ul>
  4. 4. Campaign Theme <ul><li>The critical part of making an advertising </li></ul><ul><li>campaign is determining a campaign theme , as it sets the tone for the individual advertisements and other forms of marketing communications that will be used. The campaign theme is the central message that will be communicated in the promotional activities. </li></ul>
  5. 5. Campaign Theme <ul><li>The campaign themes are usually developed with the intention of being used for a substantial period but many of them are short lived due to factors such as being ineffective or market conditions and/or competition in the marketplace. </li></ul>
  6. 6. Campaign Themes <ul><li>The Apple iPod silhouette commercials are a family of commercials in a similar style that form part of the advertising campaign to promote the iPod . </li></ul>
  7. 7. Campaign Strategy <ul><li>The commercials include television commercials , print ads, posters in public places and wrap advertising campaigns, and are unified by a distinctive, consistent style. </li></ul>
  8. 8. Task <ul><li>Watch The Following Set Of Adverts. </li></ul><ul><li>Identify The Key Themes In Each Of Them ? </li></ul><ul><li>Are Their Any Differences/Similarities ? </li></ul><ul><li>Who Do You Think Is The Target Audience In Each Advert ? </li></ul><ul><li>What Techniques Have Been Used To Attract The Audience ? </li></ul>
  9. 9. Ipod Ads <ul><li>The Original Ipod Advert </li></ul><ul><li>The Ipod Nano </li></ul><ul><li>BMW Ipod Ad </li></ul><ul><li>Album Cover Ad </li></ul><ul><li>Wild Posters </li></ul><ul><li>Jerk It Out </li></ul><ul><li>Ipod Ad Collection </li></ul>
  10. 10. Style Of The Ads <ul><li>Every silhouette commercial features dark silhouetted characters against bright-colored backgrounds. The silhouettes are usually dancing, and in television commercials are backed by up-beat music </li></ul>
  11. 11. Style Of The Ads <ul><li>The silhouettes are also usually holding iPods and listening to them with Apple's supplied earphones. These distinctively appear in white, so that they stand out against the colored background and black silhouettes. </li></ul>
  12. 12. Evolution <ul><li>The original television commercials and posters featured solid black silhouettes against a solid bright color, which usually changed every time the camera angle changed. </li></ul>
  13. 13. Evolution: Some Examples <ul><li>Some of the television adverts also depicted highlights on the silhouettes using darkened shades of the background color, and shadows on the floor. Since then, various commercials in the campaign have changed the format further: </li></ul>
  14. 14. Evolution: Some Examples <ul><li>One live action TV commercial made reference to the silhouette theme to emphasize its icon status. It involved a man walking past a set of silhouette posters, which came to life and danced when his iPod was playing, but froze when he paused it . </li></ul><ul><li>Silhouette Ad </li></ul>
  15. 15. Evolution: Some Examples <ul><li>In October 2004 , an advert featured U2 performing their single Vertigo </li></ul><ul><li>as opposed to people dancing, to promote the release of the iPod U2 Special Edition. Because this edition was not white, iPods did not feature in the advert, but the microphone and guitar leads appeared in white instead. The band and the rest of their equipment were in silhouette, but with particularly clear highlights . </li></ul>
  16. 16. Evolution: Some Examples <ul><li>Following the release of the fifth-generation iPod, two TV commercials, one featuring Eminem Ad </li></ul><ul><li>The other Wynton Marsalis , made radical changes to the style, by exchanging the solid changing backgrounds for abstract composite backgrounds based around a main color (orange and blue respectively). The camera shots alternate between the artists performing their songs (Eminem sporting a white microphone, Marsalis' drummer sporting white drumsticks) and traditional silhouette dancers listening to iPods </li></ul>
  17. 17. Evolution: Some Examples <ul><li>In early 2006 a new type of iPod commercial was released. It was thirty seconds, and it spotlighted album art. The album art was constructed into a city, and then dismantled and it flowed into an iPod nano and said &quot;1,000 songs in your pocket&quot;, the slogan for the 1st Generation iPod. </li></ul>
  18. 18. Evolution: Some Examples <ul><li>In August 2006, another reimagining of the iPod commercial was introduced through an ad for Bob Dylan 's album available in the music store, Modern Times . In this new style, the only silhouette facet of it was that it seemed lighting was reduced on the figure of Bob Dylan and the female dancer, while the iPod was brightened. </li></ul><ul><li>Color variation, as well as reflection on the face of the guitar, is evident. The ad is much more realistic and the people, as well as details, are much more visible. This ad was an almost complete departure from the traditional, and even the Eminem-styled adverts of the past </li></ul>
  19. 19. Cultural Impact <ul><li>As the Ipod adverts have became quite distinguished through their style, other advertisers have used this Brand Recognition to promote their own products. </li></ul>
  20. 20. Cultural Impact <ul><li>Some have been for more serious issues such as drug/alcohol awareness as these adverts from Germany show. </li></ul>
  21. 23. Ipod Spoofs <ul><li>Others have been spoofed for more comedic purposes. </li></ul><ul><li>Ipod Nano Spoof </li></ul><ul><li>Ipod Adverts </li></ul>
  22. 24. Ipod and The Underground <ul><li>Apple have become somewhat of a pioneer in devising different approaches to location advertising. </li></ul><ul><li>The following series of images were taken from a Tube station in Toronto Canada. </li></ul>
  23. 25. Ipod Tube Advertising <ul><li>In this ad, the supports have been painted in color's which match the web/tv campaign. The logo features prominently on the side. </li></ul>
  24. 26. Ipod Tube Advertising <ul><li>The stairs have been painted blue with a black silhouette and the ipod and earphones are represented in the traditional white. </li></ul>
  25. 27. Ipod Tube Advertising <ul><li>Even rubbish bins can’t escape from Apples marketing campaigns. </li></ul>
  26. 28. Ipod Tube Advertising <ul><li>An illuminated sign again in the traditional style of the Ipod ads. </li></ul>
  27. 29. Ipod Tube Advertising <ul><li>And finally some posters. Notice how the blue and pink poster have been replicated in other locations. The stairs, bin and illuminated sign. </li></ul>
  28. 30. The 1 st Ad From Space <ul><li>Continuing to push the boundaries, Apple hope that this will become the 1 st ad to be seen from space. </li></ul><ul><li>The Ipod Ad From Space </li></ul>
  29. 31. Web Links <ul><li>Comprehensive collection of Ipod Adverts: </li></ul><ul><li> </li></ul><ul><li>Combination of real and home made Ipod Ads: </li></ul>
  30. 32. Advertising Videos <ul><li>The Truth In Advertising </li></ul><ul><li>Short Film Looking At The Advertising Industry </li></ul><ul><li>Olbermann - &quot;Advertising terrorism&quot; </li></ul><ul><li>Analysis of American TV Ads On Terrorism </li></ul><ul><li>How To Get Ahead In Advertising </li></ul><ul><li>4 Min extract in which Dennis Dimbelby-Bagley vows to bring consumerism to the masses </li></ul><ul><li>Direct Advertising Report </li></ul><ul><li>3 Min report on online marketing and new techniques </li></ul><ul><li>Thats A Shame-Comedic Look At Advertising Techniques </li></ul>