The Integrated Marketing Communication at Apple Company - Essay Example

The main objectives of integrated marketing communications are purposeful activity directed on the increase of technical base of indicators and the increase of efficiency of the enterprise’s general chain in order to implement the strategic plans of advertising strategy. In the modern world, it is not very easy to keep customers' attention. Modern solvent consumers in most cases treat the majority of marketing approaches negatively due to the excessive volume of information. For this reason, it becomes more difficult to attract and keep the attention of the audience to a brand.

In this case, such brands as Nokia, or a search engine Yahoo! can serve as examples (Leavitt, 2007). They couldn't hold stable positions and finally lost them. The experts of the Apple Company realize that mutual understanding in all the divisions of the company is necessary for the successful performance of objectives. This first of all demands the introduction of a culture of communication, and also the presence of tools and means for creation and further maintenance of communication with the audience.

The merge with marketing space and a strategic complex of marketing communications represents the total value of a brand influences the general dynamics of the development (Sharma & Wingfield, 2007). The experts in the field of advertising and marketing of the Apple Company realize the fact that in order to create an effective marketing message, it is necessary to use an expanded range of those means of communication, which can help deliver this message to the audience. “iCloud is a tool for consumers to simplify the use of multiple apple products, but also gives Apple an Idea of who is loyal to the brand, and what different products are being used. Trade shows- This how Apple thrived in its earliest days Marketing Mix Product- Simple, Sleek, Elegant, Innovative, but easy to use” (Brindha, 2014, p.70)

. The look of the Apple Company’s products clearly informs that their production is counted on a premium class market. Goods cost also means a certain message, it is quite obvious that the watch for $30 won't be so high-quality and won’t look more respectable and more refined, than the watch for $300. The products of Apple Inc. are very easy to use, clear instructions are enclosed: “Consumer Experience Products are easy to use, especially on startup with the step by step instructions right on the screen” (Brindha, 2014, p.70)

The system of marketing communications is a communication complex of any organization, which unites the channels and methods of interaction (Cruikshan, 2007). In the Apple Company, this complex is directed first of all on the maintenance of the definite, planned relationships with the recipients of communications within the limits of achievement of the company’s marketing tasks (Chazin, 2010). Now the market should maintain high sales, controlling a great number of indicators, which influence the both production, and the general attitude of people towards it. “Online shopping via App Store, iTunes, or apple.com is simple, easy, and personalized for customers. Communication Tools Many methods of Advertisement Direct Marketing (App Store, iTunes, Updates) Focuses on Brand loyalty” (Brindha, 2014, p.70)

It is not enough for the company to establish the lowest cost on the goods or services in comparison with competitors or carefully control the quality of goods. Brands need to put in products something more, than simply conduct a competitive price policy. The companies have to accompany the production with unusual and informative messages, which would stimulate people’s desire to buy products or services. “When it comes to price, high-priced products give an image of quality and durability- but how Apple continues to work with customers after a purchase is what justifies the price for most consumers. When the place of purchase is considered, Apple retail stores are located in malls and high-end shopping centers. Large Cities. Internet. Promotions- Advertisement, (Commercials, Magazine, Billboard) Internet, and Press releases” (Brindha, 2014, p.70). In the Apple Company, marketing communications are understood as the process from the creation of goods till the introduction into the market. In other words, marketing communications are a certain process including information transfer from the producer to the consumer (Rosmarin & Greenberg, 2007).

Thus, all three components compose necessary market information. These three basic elements along with marketing communications form the closed marketing circle. Marketing communications are important at a demonstration of three compound characteristics, which are part of the closed marketing circle. The purpose of such demonstrations is the task connected with the increase of interest of the audience. The basis of any marketing communication is the idea that is previously and accurately thought over. The idea can generate more large-scale events, which will be positively apprehended and acquired by the audience. The main idea, which has been promoted by the Apple Company already for many years sounds as: "think differently". This approach allowed the company to become a leader. Certainly, this approach is not very simple as it is positioned as something different from the concepts everybody got used to and is far from concrete ideals. But the Apple Company makes innovation and the trend of tomorrow is felt. Such an approach to business made Apple Inc. not simply a producer of electronic devices today, but a cultural phenomenon.