Apple IPhone 5s Advertisement Campaign - Assignment Example

Business Communication Apple IPhone 5s Advertisement Campaign Figure Apple IPhone 5s Apple Companyhas a global recognition as one of the top rated player when it comes to the production of electronics. Recently, it has unveiled yet another new product to add on its vast electronics. The latest device from Apple Company is the IPhone 5s, which since its unveiling has received positive feedback not only in the US but also globally. One reason why IPhone 5s receives positive responses is due to the manner in which it has advertised the product prior releasing it to the public. Advertising normally serves a key role when in the field of business communication; this is because through proper advertising, a corporation is in a position to reach its target customers hence high income in form of sales (CBS News, 2014). During the campaign, the company shall use three platforms; print, online and outdoor. Print advertisement For the company to realize its expected sales, it ought to ensure that it puts the advertisement on all the rage magazines and newspaper for conducting promotion in this way in any given state nation is mandatory. In the UK for instance, some of the popular magazines embrace Reader’s Digest as well as Saga magazine (Media UK, 2009). These magazines are read by a variety of people, from businesspersons who are interested in global economic updates to teenagers interested in getting information about latest fashion trends besides technology. It is therefore clear that for the company’s sales to thrive, the firm ought to place advertisements on these magazines. The advertisement ought to be eye catching, for instance, it can occupy an entire page of a magazine. By placing the advert on an entire page, readers will be in a position to have a look at the page in addition to reading the information about the phone and thus increasing chances of high sales. Online advertisement Figure 2: Channels of Apple IPhone 5s advertising Unlike other centuries, the current one relies heavily on technology. this is evident in the manner in which everybody’s wish encompasses owning a device with the capability of doing a number of things at once. It is because of this demand that apple came up with the IPhone 5s device, which according to them, “…is the most forward-thinking Smartphone in the world (Apple Press Info, 2014).” For the company to boost its sales for the device, it also ought to embrace technology by placing IPhone 5s advertisements online. The internet contains a massive amount of information; hence, for the advertisement to stand out from the rest, it ought to be unique. Online advertisements should be on popular websites such as news and entertainment. By placing the advertisement on news websites such as BBC, it is obvious that the advert will receive a large number of views, and this normally increases chances of getting high sales. Placing IPhone 5s advertisements on BBC News website will get vies from varied people, for instance scholars, sports lovers in addition to politicians. Apart from news websites, the company should also make use of social sites, the most common being FaceBook and twitter. By having these social accounts, the company will be sure of attracting a large number of potential customers, most of them teenagers; this is because teenagers normally seek information from these social sites. Through social sites, company marketers are able to interact with potential customers hence increasing chances of product awareness. On these sites, the company ought to place attractive adverts in order to receive purchases. For instance, the advert should contain attractive images of the IPhone in addition to some of its unique features such as the 64-bit processor, iSight camera in addition to fingerprint identity sensors (Ritchie, 2014). Since numerous teenagers love something that is not only trending but also unique, the advert will result to high sales. The company should also make videos of the new IPhone 5s and place them on YouTube. By placing the advert on you tube, the company will be certain of creating sales as well as making sales, this is because according to studies, YouTube is one of the that receives a large number of visits globally (YouTube, 2014). Outdoor Advertisement Figure 3: Apple IPhone 5s Advertisement on Billboard During the day, many people spend most of their time outdoors, hence to create more product awareness; the firm should take advantage of this period and come up with outdoor campaigns. One common campaign that the company should embrace is the use of billboards; the adverts should be on large billboards in order to attract more potential customers. For more product awareness, the boards should be in areas that are busy, for instance in major towns as well as bus and train stations. Similarly, the adverts should be on buses and cabs or public vehicles, this is because they are means of transport for many people, hence, and by using them the company is likely to make sales. For sales to thrive the company knew that that it ought to invest a lot of capital in advertising; this is because it is only through advertising that product awareness is created. The company therefore adhered to the three main advertising forms; pioneering, competition and reinforcement. It the pioneering stage, the company went to the people to offer information about their latest product besides benefits that come along with owning one. In order to reach their target market not only in the US but also other nations, the company used a number of media adverts, the most common being television advertisements, magazines as well as websites. To be at par with its competitors, the company marketers emphasized to their target customers the uniqueness of the device compared to other devices. For instance, through television adverts, apart from stressing that the IPhone 5s was the best Smartphone in the globe, it further stated the benefits of the phone by discussing some of its features. For instance, apart from its 64-bit processor, the phone also boast of exemplary features such as iSight camera in addition to fingerprint identity sensor hence making it a must have device (Ritchie, 2014). Even after unveiling IPhone 5s, its advertisement never ended, this was because continuous advertisement generates more sales, apart from attracting new targets, it also retains old clients who may purchase the product again. Script Logic behind campaign One of the main reasons behind advertisement campaigns encompasses creating product awareness especially in the case of Apples IPhone 5s. This is because ever since the unveiling in 2013, the company has initiated a number of advertisement campaigns in several platforms, the most common being televisions, magazines, internet and billboards. Apple Company has a global recognition in relation to electronic production. One reason behind this recognition is the company’s prowess in product advertisements. This is because through campaigns, th it normally communicates to prospective customers on the benefits of owing the product in addition to persuading them to switch brands. Overall appearance A number of tactics are normally required in order for the campaign to be successful, for instance, since business communication is normally about competition, having knowledge of competitors is normally an added advantage. For instance, during its campaigns, it used tricks such stating some of IPhone’s unique features like fingerprint identity sensors, iSight camera in addition to 64-bit processor, hence making the phone stand out from other brands. Message of the Advert Apple companies made a number of campaigns on many platforms; the main reason behind this being to ensure that prospective customers become informed of the new product. In adverts, the company stresses on the providing detailed information on the new device by not only providing full information of IPhone’s features but also went a mile to attach videos on the websites in a move to demonstrate how the phone functions hence increasing its awareness, which would then result to high income in form of sales. Advertising outlets Since the current generation relies on technology, the most common advertising outlets are through television sets, magazines and the internet. Though these are the most common platforms, if not used appropriately, the company faces the risk of not retaining the expected target audience. It is therefore important for the company to ensure appropriate placement of adverts. For instance, since the company targets teenagers and businesspersons, television adverts ought to feature in the evening when most of these people are not busy at school or work. Similarly, since a number of youths love to spend their weekends and holidays doing outdoor activities such as watching cinemas, the company can take this as a marketing advantage. Target audience Figure 4: Teenagers posing with Apple IPhone 5s phones The reason behind these campaigns is to ensure that a specific target audience becomes aware of the product’s presence. It is everyone’s wishing to possess a sleek phone with ability to perform several tasks simultaneously. One of the groups that Apple Company targets during the campaigns is that of businesspersons. This is because such people are ever busy running errands both in office or outdoor, hence a phone such as IPhone 5s would be an ideal brand. This because apart from it being in a position to access the internet, the phone also has a number of applications and softwares in addition to the Microsoft word package hence making it easy for them to type and save their documents while on the go. Apart from businesspersons, the company also targets teenagers; this is because apart from fast internet, the phone also has a number of social sites hence making communication not only easy but also entertaining. Figure 5: Young men wearing Hats some hours before the rease of Apple IPhone 5s. Reflective Review Intentions behind campaigns message Apart from creating product awareness, other intentions behind the numerous campaigns include convincing potential customers into purchasing the new device unveiled. Similarly, the campaigns also intended to create leads because according to CBS News (2014), in some circumstances potential customers encounter difficulties while determining which brand to purchase. Through advertising, inquiries are generated hence creating room for the sales team. It is also through advertising that new customers are created hence aiding in the increase of market share. Campaign messages also assist in educating potential customers on where to purchase the product (CBS News, 2014). Directing potential customers to the authorized retailers enables the company to protect its customers from purchasing illegal and counterfeit products. IPhone 5s Advertisement The advertisement has been made in several platforms such as magazines, television adverts and websites. This is in a move to ensure campaign reaches as many potential customers as possible. Since the company’s targets include people residing in all continents of the globe, it has ensured that the adverts are in several languages. The company has a number of internet sites, for instance, apart from the company’s vast websites; it has social sites such as Facebook and twitter. Presence of these sites makes the company seem friendly. This is because through these sites, company marketers are able to interact with potential clients hence increasing the number of markets. It is through continuous interaction with potential customers that prompts them to switch products in addition to becoming loyal. Will the advert succeed in delivering the message? In my opinion, the advertisement will successfully deliver the message to the right segment. This is because, since the company has a global reputation when it comes to electronics production in addition to the vast advertisement platforms such as billboards, televisions and the internet, it is quite evident that sales will be made. Secondly, the company has a well-organized management team; it is normally through this team that the company comes up with proper advertisement strategies. For instance, the company normally has a team specifically meant for drafting campaign budgets. By preparing a budget, the company is in a position to determine the total amount of capital that ought to be set aside for the product campaigns, by doing so the company avoids the risk of over spending (BS3S06, 2014). The management team has also ensured that the company has branches and retailers in not only the US but globally, the presence of branches increases the rate of advertisement compared to other competitors. Development of the design According to Lehman and DuFrene (44), advertising is any paid non-personal promotion normally transmitted via a mass medium. It is therefore evident that the main objective of advertisement is normally to appeal need levels. It is mandatory that for any product to thrive, a research be done prior to production. First, before manufacturing a product, a company ought to ensure that it has already identified its target customers. The target normally relies on number of factors depending on the type of product introduced. For instance apart from gender, the company also ought to put into consideration other factors such as age and profession. One reason why Apple Company has a global recognition is due to the manner in which it conducts its research before coming up with a product. After producing the product, the company then goes to the next step, which is advertising. Specified Outlets and Target Audience Advertisement outlets and the audience are usually the main determinants as to whether a company will make sales or not. Therefore, it is of great importance that one conduct a research before coming up with a product. In the case of outlets, the main item that one ought to put into consideration is the type of clients one wishes to attract, for instance, billboards normally target persons who spend most of their time outdoors, and similarly, television adverts are for those that prefer staying indoors. The target audience is normally large; this is because currently Smartphones are the most trending electronic gadgets by both teenagers and adults. The reason why teenagers are the main target is that they are the largest when it comes to population. Since teenage population is the largest globally, many companies are ever on the run trying to win the largest percentage. Most teenagers love socializing online, it is because of this that IPhone 5s comes with vast socializing sites, common ones being Facebook and twitter. Apart from teenagers, the campaign also targets adults especially businesspersons, this is because since they spend most of their time on computers, an IPhone 5s would an ideal device for them since it is portable. Duration of the campaign In my opinion, the campaign will stay for a long period for continuous advertisement results to more customers, which normally translates to sales. Hence, this will be long for the firm intends to have increased sales that will in turn be big margins besides ensuring it has a big market share. Reference Apple Press Info (2014). Product Images & Info. [Online]. Available at http://www.apple.com/pr/products/iphone/iphone.html [Accessed on 13 June 2014]. BS3S06 (2014). “Business Communication.” University of South Wales. Microsoft Powerpoint Document. [Accessed on 13 June 2014] CBS News (2014). Determining Your Advertising Objectives. [Online]. Available at http://www.cbsnews.com/news/determining-your-advertising-objectives/ [Accessed on 13 June 2014]. DuFrene, D. & Lehman, C. (2010). Business Communication. Stamford, Cengage Learning Media UK. (2009). Most Popular Magazines in the UK. [Online]. Available at http://www.mediauk.com/article/32697/the-most-popular-magazines-in-the-uk [Accessed on 14 June 2014]. Ritchie, R. (2014). “iPhone 5s review: 6-months later.” iMore. [Online]. Available at http://www.imore.com/iphone-5s-review-6-months-later#comments [Accessed on 13 June 2014]. Youtube. (2014). Youtube Press Statistics. [Online]. Available at [Accessed on 14 June 2014]. Read More