Apple is the highest valuable U.S. brand valuing at
$124 billion. They are also one of the biggest and best marketed brand. Their advertising
budget for 2015 reached a record high of $1.8 billion.
Apple believes in simplicity when it comes to advertising
for their iProducts. Their ad campaign “practically magic”, for their latest
product iPhone 7, communicates some of its signature features through
interactive story-based short clips. They do not feature any lengthy list of
product features, no mention of price, no background voice talking about
benefits of buying apple, or even information on how to buy an iPhone. This
group of ads communicates the new design, the water resistant feature and the
low-light camera.
Even their ad hoarding follows the same principle of
simplicity. Apple tries to keep them as simple as they can get. Last year for
iPhone 6s cell phones, Apple advertised the photos captured through the iPhone
6s to advertise the camera clarity. Their hoarding only had the photo along
with the photographer’s name and the Apple logo. Some of these hoardings were
placed in the passage that connects Times Sq. Station to Port Authority Bus Terminal,
one of the busiest route in NYC.
Apple doesn’t offer Promotional sales. One could
never find a sale or clearance sign in Apple Stores or any coupons related to
iProducts. Although, Apple do offer Back-to-School sale promotion once a year for
Students and also offer Educational pricing for Macs and iPads. For their
iPhones, the major carriers of US offer special pricing with some of them even offering
iPhone for free with contracts.
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