Apple iPhone

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Marketing presentation for Consumer Behaviour about Stylystic properties in ads and how they are recieved by the consumer. Done about 6 months before the release of the iPhone.

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Apple iPhone

  1. 1. Using Stylistic Properties of Advertisements to Influence Consumers<br />Apple iPhone<br />
  2. 2. A Presentation By<br />Emily Kwok <br />Theresa Morban<br />Nick Nemish<br />Margarita Orlov<br />Evan Shoemaker<br />
  3. 3.
  4. 4. Creative Execution<br /> Apple<br />Textbook <br />Execution<br />iPhone<br />Summary<br />Introduction<br />Article<br />Apple<br />iPhone<br />Creative Execution<br />Textbook<br />Execution<br />Summary<br />______________________________________________________________________<br />Article<br />Intro<br />
  5. 5. ______________________________________________________________________<br />Creative Execution<br /> Apple<br />Textbook <br />Execution<br />iPhone<br />Summary<br />Article<br />Intro<br />Article<br />Using Stylistic Properties of Ad Pictures to Communicate with Consumers<br /><ul><li>Prove that pictures convey descriptive concepts through choice of stylistic property
  6. 6. Conditions: ample processing (Need for Cognition) and indirect stimulation of the descriptive concept independent of the stylistic property</li></li></ul><li>______________________________________________________________________<br />Creative Execution<br /> Apple<br />Textbook <br />Execution<br />iPhone<br />Summary<br />Article<br />Intro<br />Article<br />Experiment 1<br /><ul><li>Testing physical orientation of product in ad picture
  7. 7. Associating meaning in the ad copy to the stylistic property in the ad picture
  8. 8. Western culture</li></li></ul><li>______________________________________________________________________<br />Creative Execution<br /> Apple<br />Textbook <br />Execution<br />iPhone<br />Summary<br />Article<br />Intro<br />Article<br />Text<br /><ul><li>Can the camera angle used to photograph an advertised product influence viewers attitudes as well as descriptive assessments of the product?
  9. 9. Vertical vs Diagonal</li></li></ul><li>______________________________________________________________________<br />Creative Execution<br /> Apple<br />Textbook <br />Execution<br />iPhone<br />Summary<br />Article<br />Intro<br />Article<br />Results<br />Vertical:<br /><ul><li>When ad copy and physical orientation were related, respondents drew watch bigger.
  10. 10. When not related, the watch was smaller.</li></ul>Diagonal:<br /><ul><li>When ad copy and physical orientation were related, respondents included superfluous details.
  11. 11. When not related, details were not included.</li></li></ul><li>______________________________________________________________________<br />Creative Execution<br /> Apple<br />Textbook <br />Execution<br />iPhone<br />Summary<br />Article<br />Intro<br />Article<br />Experiment 2<br /><ul><li>Ad created about a fictitious cereal brand
  12. 12. Features the cereal box shot from a low, upward looking point of view or from a high, downward looking point of view
  13. 13. Respondents stimulated by questions that either favored breakfast or favored internet usage.</li></li></ul><li>______________________________________________________________________<br />Creative Execution<br /> Apple<br />Textbook <br />Execution<br />iPhone<br />Summary<br />Article<br />Intro<br />Article<br />Results<br />Favored breakfast:<br /><ul><li>Low view, drew it bigger (potency)
  14. 14. High view, drew more details (natural)</li></ul>Favored internet:<br /><ul><li>Low view, did not draw it bigger
  15. 15. High view, drew it smaller</li></li></ul><li>Apple<br />Apple<br />Apple iPhone<br /><ul><li>Launching in June 2007
  16. 16. Combines a “revolutionary mobile phone, a Widescreen iPod with touch controls, and a breakthrough Internet communications device…”
  17. 17. Up to 5 hours talk/audio/browsing; up to 15 hours audio playback
  18. 18. Speculated that in Canada, Rogers will act as the primary carrier for the iPhone
  19. 19. In the US, the 4 GB iPhone will retail for about $499 on a two-year contract, and about $599 for the 8GB iPhone</li></ul>______________________________________________________________________<br />Creative Execution<br />Textbook <br />Execution<br />Intro<br />Apple<br />iPhone<br />Summary<br />Article<br />
  20. 20. Apple<br />Apple<br />History of Apple Computer Inc.<br /><ul><li>Started by Steve Jobs in 1976 with two friends
  21. 21. Incorporated in 1977 under the name “Apple Computer Inc.”
  22. 22. Major products include Apple II (1977), Macintosh (1984), iMac (1998), iPod (2001)
  23. 23. Steve Jobs resigned in 1985, but returned in 1996 to help revive the company
  24. 24. In 2005 Apple operated with revenue of over $13.9 billion, and net income of $1.3 billion; Apple has spent as much as $100 million on US advertising campaigns (iMac)</li></ul>______________________________________________________________________<br />Creative Execution<br />Textbook <br />Execution<br />Intro<br />Apple<br />iPhone<br />Summary<br />Article<br />
  25. 25. Apple<br />Apple<br />Industry – Cell Phones<br /><ul><li>Intensely competitive – need to differentiate from competitors
  26. 26. Historically dominated by business users
  27. 27. As cell phones are becoming a necessity, major influences for purchase now include new technology, design and appearance, relative price, and the associated calling plan
  28. 28. People also tend to choose cell phones that will enhance their image in the public eye
  29. 29. Web-based support systems are becoming a major selling feature – iPhone has this</li></ul>______________________________________________________________________<br />Creative Execution<br />Textbook <br />Execution<br />Intro<br />Apple<br />iPhone<br />Summary<br />Article<br />
  30. 30. ______________________________________________________________________<br />Creative Execution<br />Textbook <br />Execution<br />iPhone<br />Intro<br />Apple<br />Summary<br />Article<br />iPhone<br /> Features<br /><ul><li>Runs on OS X operating system
  31. 31. 4 or 8 GB shared memory
  32. 32. 2 MP camera
  33. 33. Wireless – quad band GSM, 802.11 b/g Wi-Fi, Cingular’s EDGE data network, Bluetooth 2.0 with EDR (Enhanced Data Rate)</li></li></ul><li>______________________________________________________________________<br />Creative Execution<br />Textbook <br />Execution<br />iPhone<br />Intro<br />Apple<br />Summary<br />Article<br />iPhone<br />Widescreen iPod<br />Revolutionary Phone<br />Breakthrough Internet Device<br />High Technology<br />
  34. 34. ______________________________________________________________________<br />Creative Execution<br />Textbook <br />Execution<br />iPhone<br />Intro<br />Apple<br />Summary<br />Article<br />iPhone<br /> Widescreen iPod<br /><ul><li>3.5 inch widescreen display
  35. 35. Watch TV shows and movies from iTunes Store
  36. 36. Cover Flow – scroll through album artwork</li></li></ul><li>______________________________________________________________________<br />Creative Execution<br />Textbook <br />Execution<br />iPhone<br />Intro<br />Apple<br />Summary<br />Article<br />iPhone<br /> Revolutionary Phone<br /><ul><li>“Favorites” list for most frequent calls
  37. 37. Visual Voicemail – listen to voicemails in any order
  38. 38. SMS application with a predictive soft QWERTY keyboard
  39. 39. Photos – take picture from iPhone or sync from PC or Mac
  40. 40. Set as wallpaper, email it, or assign it to a contact
  41. 41. Syncs all of your contacts from your PC, Mac or Internet service such as Yahoo!
  42. 42. Calendar application that allows calendars to be automatically synced with your PC or Mac</li></li></ul><li>______________________________________________________________________<br />Creative Execution<br />Textbook <br />Execution<br />iPhone<br />Intro<br />Apple<br />Summary<br />Article<br />iPhone<br /> Breakthrough Internet Device<br /><ul><li>Safari web browser
  43. 43. Zoom in on webpage
  44. 44. Built in Google search or Yahoo! search
  45. 45. Fetches email from most IMAP and POP based email services
  46. 46. Google Maps and iPhone’s maps application
  47. 47. View map and satellite images
  48. 48. Get directions and traffic information
  49. 49. Widgets
  50. 50. Stock reports, weather reports, etc.
  51. 51. Automatically syncs bookmarks from your PC or Mac
  52. 52. Able to multi-task</li></li></ul><li>______________________________________________________________________<br />Creative Execution<br />Textbook <br />Execution<br />iPhone<br />Intro<br />Apple<br />Summary<br />Article<br />iPhone<br /> High Technology<br /><ul><li>Multi-touch screen
  53. 53. Intelligent keyboard
  54. 54. Built-in advanced sensors
  55. 55. Accelerometer – auto-rotate
  56. 56. Proximity sensor – auto turn-off
  57. 57. Ambient light sensor – adjusts brightness of display to appropriate level</li></li></ul><li>______________________________________________________________________<br />Creative Execution<br />Textbook <br />Execution<br />iPhone<br />Intro<br />Apple<br />Summary<br />Article<br />iPhone<br /> Target Market<br /><ul><li>Innovators and Early Adopters, both men and women aged 18-34
  58. 58. Innovators who are also technology enthusiasts want to be the first to get new products, even if not all information about product is apparent
  59. 59. This group is more accepting of new technology, and not afraid to try new thing
  60. 60. People who use cell phones for work are often more highly educated and will respond well to detailed information in the advertising
  61. 61. Cell phones are becoming a necessity for the age group
  62. 62. Want products that are affordable, compact, and stylish</li></li></ul><li>______________________________________________________________________<br />Creative Execution<br />Textbook <br />Execution<br />iPhone<br />Intro<br />Apple<br />Summary<br />Article<br />iPhone<br /><ul><li>HTC TyTN
  63. 63. Treo 750, Smartphone
  64. 64. Qtek 9000
  65. 65. Samsung Ultra Smart F700</li></ul> Competition<br />
  66. 66. ______________________________________________________________________<br />Creative Execution<br />Textbook <br />Execution<br />iPhone<br />Intro<br />Apple<br />Summary<br />Article<br />iPhone<br /> Positioning<br /><ul><li>High end, multi-purpose smartphone
  67. 67. Relatively similar to competitors, but differentiated on several key aspects
  68. 68. Multi-touch touch screen, with more integration (equaling less buttons)
  69. 69. QWERTY keyboard integrated into touch screen
  70. 70. Visual voicemail
  71. 71. Good for both work and leisure customers (Work and Play)</li></li></ul><li>______________________________________________________________________<br />Textbook <br />Execution<br />Creative<br />Execution<br />Intro<br />Apple<br />iPhone<br />Summary<br />Article<br />Creative Execution<br />Experiment #1: Dynamic Versus Static<br />Four Ads: Two Dynamic ( iPlay ) Two Static ( iWork ) <br />Experiment #2: Dynamic Versus Potent<br />Two Ads: One Dynamic ( Looking Downwards )<br /> One Potent ( Looking Upwards )<br />Simple Backgrounds and Ad Copy( i.e. One Line Statements, Reverse Copy )<br />
  72. 72. Experiment #1<br />
  73. 73.
  74. 74.
  75. 75.
  76. 76.
  77. 77.
  78. 78. Experiment #2<br />
  79. 79.
  80. 80.
  81. 81.
  82. 82.
  83. 83. Textbook Application<br />Psychographics: Values, Personality and Lifestyles( Different Ad Designs + Implementation for Different Lifestyle Segments )<br />Adoption of, Resistance to, and Diffusion of Innovations( Dynamically Continuous vs. Discontinuous )<br />Motivation, Ability and Opportunity( High Involvement Product ) <br />Memory and Retrieval ( Brand Familiarity & Loyalty, Goal Attainment & Need Discrepancies )<br />Symbolic Consumer Behaviour( Social Class & Reference Group Emblems, Expressiveness Function )<br />______________________________________________________________________<br />Textbook <br />Execution<br />Creative<br />Execution<br />Intro<br />Apple<br />iPhone<br />Summary<br />Article<br />
  84. 84. Magazines <br /><ul><li>Back covers of Flare, Rolling Stone, FHM, and LouLou for 6 months
  85. 85. Average CPM-TM: $27.25
  86. 86. Provoke curiosity</li></ul>Billboards<br /><ul><li>10 billboards in each of the 6 major Canadian cities; 5 billboards in 4 other cities
  87. 87. Average CPM: $61.09
  88. 88. CPM varies with each market; cost of production, media space, and viewers all vary </li></ul>______________________________________________________________________<br />Textbook <br />Execution<br />Creative<br />Execution<br />Intro<br />Apple<br />iPhone<br />Summary<br />Article<br />Execution<br />
  89. 89. ______________________________________________________________________<br />Textbook <br />Execution<br />Creative<br />Execution<br />Intro<br />Apple<br />iPhone<br />Summary<br />Article<br />Execution<br />Transit Shelters and Subway Stations (billboards)<br /><ul><li>5 transit shelters per city
  90. 90. 1 in every 4 subway stations
  91. 91. Average CPM – TM: $61.09 (same as billboards)</li></ul>Cinema<br /><ul><li> Ads before movies in every Cineplex theatre in Canada for 6 months
  92. 92. Still ads that show before the previews start
  93. 93. Average CPM-TM: $404.09
  94. 94. Very expensive, but worth it to appeal to movie buffs</li></li></ul><li>______________________________________________________________________<br />Textbook <br />Execution<br />Creative<br />Execution<br />Intro<br />Apple<br />iPhone<br />Summary<br />Article<br />Execution<br />Online<br /><ul><li>Apple.ca home site, YouTube video of ads, and Facebook discussion group
  95. 95. Ads downloaded with Podcasts
  96. 96. Average CPM-TM: $0 – all at no cost to us!
  97. 97. Use word-of-mouth to popularize</li></ul>Street Marketing<br /><ul><li> Retailers and campuses across Canada
  98. 98. Average CPM-TM: $25.00
  99. 99. Demonstrate the product in action
  100. 100. Fake telephone booth guerilla campaign
  101. 101. Have wrapped trucks (iPhone party stations)</li></li></ul><li>______________________________________________________________________<br />Textbook <br />Execution<br />Creative<br />Execution<br />Intro<br />Apple<br />iPhone<br />Summary<br />Article<br />Execution<br />Future Marketing<br />TV<br /><ul><li> 30 second commercial
  102. 102. 1 ad on 24 episodes of CSI, ER, Grey’s Anatomy, and Desperate Housewives
  103. 103. Average CPM-TM: $31.80
  104. 104. Increase product awareness</li></ul>Cinema Previews<br /><ul><li> Run 30 sec. commercial in previews before popular movies</li></li></ul><li>
  105. 105.
  106. 106.
  107. 107.
  108. 108.
  109. 109.
  110. 110. Measurement<br /><ul><li>Awareness: surveys to determine top-of-mind-awareness and evoked set of brands
  111. 111. Trial Usage: survey to determine private trial usage, record participation in public promotions</li></ul>Contingency Plan <br /><ul><li>Newspaper pullouts
  112. 112. Ads on Google
  113. 113. Expand “Street Marketing” to include mass one-on-one marketing
  114. 114. Public ad venues: airport ads, bus ads, wrapped buses</li></ul>______________________________________________________________________<br />Textbook <br />Execution<br />Creative<br />Execution<br />Intro<br />Apple<br />iPhone<br />Summary<br />Article<br />Summary<br />
  115. 115. Examples of previous public advertising by Apple for the iPod:<br />______________________________________________________________________<br />Textbook <br />Execution<br />Creative<br />Execution<br />Intro<br />Apple<br />iPhone<br />Summary<br />Article<br />Summary<br />Toronto, Canada (macbillboard.com)<br />
  116. 116. ______________________________________________________________________<br />Textbook <br />Execution<br />Creative<br />Execution<br />Intro<br />Apple<br />iPhone<br />Summary<br />Article<br />Summary<br />Ad Campaign<br /><ul><li>Different Ads to target different segments of consumers
  117. 117. i.e. Business-Savvy, Adventuresome, Multi-Purpose
  118. 118. Extensive Implementation </li></ul>Article<br /><ul><li>Experiments  Application
  119. 119. High Involvement Product, High Elaboration
  120. 120. Dynamic, Static, Potent attributes
  121. 121. Results…?</li></li></ul><li>Questions & Comments<br />
  122. 122. Budget<br />Total Budget:<br />$15,840,574<br />

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