The document discusses a presentation analyzing the advertising strategies for the Apple iPhone, emphasizing the impact of stylistic properties in advertisements on consumer perceptions. It outlines various experiments conducted to measure how different visual orientations and camera angles in ads influence viewer attitudes and product assessments. Additionally, the text highlights the iPhone's features, target market, competition, and future marketing strategies, including a substantial advertising budget.

1. Using Stylistic Properties of Advertisements to Influence ConsumersApple iPhone

2. A Presentation ByEmily Kwok Theresa MorbanNick NemishMargarita OrlovEvan Shoemaker

4. Creative Execution AppleTextbook ExecutioniPhoneSummaryIntroductionArticleAppleiPhoneCreative ExecutionTextbookExecutionSummary______________________________________________________________________ArticleIntro

5. ______________________________________________________________________Creative Execution AppleTextbook ExecutioniPhoneSummaryArticleIntroArticleUsing Stylistic Properties of Ad Pictures to Communicate with ConsumersProve that pictures convey descriptive concepts through choice of stylistic property

6. Conditions: ample processing (Need for Cognition) and indirect stimulation of the descriptive concept independent of the stylistic property______________________________________________________________________Creative Execution AppleTextbook ExecutioniPhoneSummaryArticleIntroArticleExperiment 1Testing physical orientation of product in ad picture

7. Associating meaning in the ad copy to the stylistic property in the ad picture

8. Western culture______________________________________________________________________Creative Execution AppleTextbook ExecutioniPhoneSummaryArticleIntroArticleTextCan the camera angle used to photograph an advertised product influence viewers attitudes as well as descriptive assessments of the product?

9. Vertical vs Diagonal______________________________________________________________________Creative Execution AppleTextbook ExecutioniPhoneSummaryArticleIntroArticleResultsVertical:When ad copy and physical orientation were related, respondents drew watch bigger.

10. When not related, the watch was smaller.Diagonal:When ad copy and physical orientation were related, respondents included superfluous details.

11. When not related, details were not included.______________________________________________________________________Creative Execution AppleTextbook ExecutioniPhoneSummaryArticleIntroArticleExperiment 2Ad created about a fictitious cereal brand

12. Features the cereal box shot from a low, upward looking point of view or from a high, downward looking point of view

13. Respondents stimulated by questions that either favored breakfast or favored internet usage.______________________________________________________________________Creative Execution AppleTextbook ExecutioniPhoneSummaryArticleIntroArticleResultsFavored breakfast:Low view, drew it bigger (potency)

14. High view, drew more details (natural)Favored internet:Low view, did not draw it bigger

15. High view, drew it smallerAppleAppleApple iPhoneLaunching in June 2007

16. Combines a “revolutionary mobile phone, a Widescreen iPod with touch controls, and a breakthrough Internet communications device…”

17. Up to 5 hours talk/audio/browsing; up to 15 hours audio playback

18. Speculated that in Canada, Rogers will act as the primary carrier for the iPhone

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______________________________________________________________________Creative ExecutionTextbook ExecutionIntroAppleiPhoneSummaryArticle

20. AppleAppleHistory of Apple Computer Inc.Started by Steve Jobs in 1976 with two friends

21. Incorporated in 1977 under the name “Apple Computer Inc.”

22. Major products include Apple II (1977), Macintosh (1984), iMac (1998), iPod (2001)

23. Steve Jobs resigned in 1985, but returned in 1996 to help revive the company

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)______________________________________________________________________Creative ExecutionTextbook ExecutionIntroAppleiPhoneSummaryArticle

25. AppleAppleIndustry – Cell PhonesIntensely competitive – need to differentiate from competitors

26. Historically dominated by business users

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. People also tend to choose cell phones that will enhance their image in the public eye

29. Web-based support systems are becoming a major selling feature – iPhone has this______________________________________________________________________Creative ExecutionTextbook ExecutionIntroAppleiPhoneSummaryArticle

30. ______________________________________________________________________Creative ExecutionTextbook ExecutioniPhoneIntroAppleSummaryArticleiPhone FeaturesRuns on OS X operating system

31. 4 or 8 GB shared memory

32. 2 MP camera

33. Wireless – quad band GSM, 802.11 b/g Wi-Fi, Cingular’s EDGE data network, Bluetooth 2.0 with EDR (Enhanced Data Rate)______________________________________________________________________Creative ExecutionTextbook ExecutioniPhoneIntroAppleSummaryArticleiPhoneWidescreen iPodRevolutionary PhoneBreakthrough Internet DeviceHigh Technology

34. ______________________________________________________________________Creative ExecutionTextbook ExecutioniPhoneIntroAppleSummaryArticleiPhone Widescreen iPod3.5 inch widescreen display

35. Watch TV shows and movies from iTunes Store

36. Cover Flow – scroll through album artwork______________________________________________________________________Creative ExecutionTextbook ExecutioniPhoneIntroAppleSummaryArticleiPhone Revolutionary Phone“Favorites” list for most frequent calls

37. Visual Voicemail – listen to voicemails in any order

38. SMS application with a predictive soft QWERTY keyboard

39. Photos – take picture from iPhone or sync from PC or Mac

40. Set as wallpaper, email it, or assign it to a contact

41. Syncs all of your contacts from your PC, Mac or Internet service such as Yahoo!

42. Calendar application that allows calendars to be automatically synced with your PC or Mac______________________________________________________________________Creative ExecutionTextbook ExecutioniPhoneIntroAppleSummaryArticleiPhone Breakthrough Internet DeviceSafari web browser

43. Zoom in on webpage

44. Built in Google search or Yahoo! search

45. Fetches email from most IMAP and POP based email services

46. Google Maps and iPhone’s maps application

47. View map and satellite images

48. Get directions and traffic information

49. Widgets

50. Stock reports, weather reports, etc.

51. Automatically syncs bookmarks from your PC or Mac