Apple uses a multi-pronged advertising approach to promote its new iPad. This begins with a keynote presentation where Steve Jobs unveils the product and demonstrates its features. This generates media coverage which increases awareness. Apple also releases design videos showcasing how the iPad was created and can be used. TV ads highlight select features to appeal to a broad audience. News sites and blogs provide reviews which fuel online buzz. On release day, Apple stores host highly anticipated launch events. Word of mouth on social media further stokes interest in the new tablet. Through these coordinated efforts, Apple aims to make the iPad a desirable product across different demographics.

1. Apple iPad
Analysing advertising campaigns

2. How the iPad was Advertised
Keynote
Presentation An Apple product release starts
with a Keynote presentation.
This starts a chain of events that Use of Existing
Posters Design Video
end up with the product being Products
constantly advertised and being
iPad released. There are also things Word of Mouth
Release Day
that aren’t in a particular order
TV Advert
Events
but still contribute to the
advertising of the product.
Websites/
Gadget Blogs

3. Release Day Events
Apple have highly anticipated release days at their retail locations.
There are long cues which show the anticipation of the products
release. The people who wait are usually Apple ‘Fanboys’. These are
usually people who buy all of Apple products and not general
consumers.

4. Keynote Presentation
The presentation is the first part of the campaign. It is normally given in advance of
the product’s release date.
Steve Jobs (CEO of Apple) gives a presentation announcing the product. This is
done for any new Apple product. These presentations are targeted towards
journalists and gadget enthusiasts who are highly interested in the latest products.
Stock market analysts could use the information about the release to help them
with their own interests. There is often a live demo of the new product that is
being announced, showing it’s main features. There are also press kits released to
the media containing a lot of information and images of the product so they can
rebroadcast it through their own channels.
The Keynote presentation is not direct advertising for Apple but when other
publications publish content about the product, this creates broader interests and
awareness in the product.

5. Design Video
Apple also made a design video available on the website, which
shows how the ideas around the iPad came to be and how the
finished product itself was made. It is aimed at people who are
interested in the process of making the product. It also shows how
the product could be used, justifying it’s purchase.
It is a form of advertisement helping the product to be desired by
showing it’s key features. This would convince the potential
customers to buy the product.

6. TV Advert
The TV advert shows the different aspects of the product. It shows
some of the features that are available. These help show purpose
This helps the product to become more popular. If people had
never heard of the iPad and saw it on TV they would be interested
to find out more about the product. It does not contain much
information about the product and does not give you a way of
finding more information unless you purposely look for it.

7. Websites/Gadget Blogs
News websites and gadget blogs such as Engadget and Gizmodo often have
a ‘live blog’ of the Keynote. This is a constantly updated webpage of updates
about the product being released. After the presentation they usually
review one of the demo units and post this online. News websites also
post reviews and information on their websites. This gives the product a
buzz, so everyone knows about it, helping the iPad to be a more desirable
product. They show the specification of the product being released. The
general public would not view these blogs because it is not in their general
interests. This is not controlled by Apple and they do not monitor the
content.

8. Word of Mouth
Apple product releases are highly anticipated. There are lots of
rumours and during the Keynote, the product releases become
trending topics on Twitter and are highly spoken about on Facebook.
This creates a buzz about the product which is productive for the
sales of the product. The product is usually a new type of technology
in the market, so other companies will use the release to create new
products to compete with the item Apple is releasing. This could be
counter productive due to features being in other products that Apple
do not have.

9. About the iPad
The iPad has a target audience can be used for anything by using the
apps. There are other people who would use it for business in
meetings instead of using a laptop and younger people aged 16-25
who would use it more for their own entertainment. The advertising
shows this by the choice of items they show in the adverts. They show
the ‘Keynote’ presentation making app and many games that anyone
would find entertaining.