Report: Advertising campaign of an existing product/service on your choice - Essay Example

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Advertising campaign for Apple’s iPhone in U.K. Name: Course: College: Tutor: Date: Introduction Apple has been in the electronics and computer industry and has in the recent few decades ventured in the music industry. The company has launched several products including iPhone, iPod, iPad and iTune among other products that have greatly increased the company’s market share in United States…
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Download file to see previous pages This report seeks to develop an advertising campaign for Apple, which will focus on promoting iPhone in U.K. the study will explore Apple (in United Kingdom) and how the company’s brand has performed with the aim of positioning the brand and developing a creative advertising campaign strategy that will target the selected audience and remain effective in realizing the desired objectives (Fill, 2009, p. 41). Brand positioning In creating an effective brand advertising campaign, it is vital that the campaign embodies the brand strategy (Hackley 2005, p. 71). This is enhanced by ensuring that one if clear on the brand strategy and can explicitly decide and identify whether the brand is promising, whether it is well positioned and also its personality (Fill 2009, p. 98). Combining the various elements of the brand strategy helps in driving the advertising campaign for the brand (Hackley 2005, p. 720). Apple is well known for Superior brands like iPhone, iMac and iPod that are associated with great technological innovations. iPhone is an innovative brand with highly innovative features such as the touch screen, which are unmatched by other mobile products and patented. The brand also has several other mobile products’ functions. The other aspect of the brand personality is that it is highly compatible with iMac and iTunes, among other Apple products including Apple TV. iPhone allows the users to have wireless connection to big screen and is compatible with most of the Mac OS software applications. This means that the brand has limitless potential for upgrading (Percy & Elliott 2009, p. 213). The touch screen interface makes operations intuitive while the embedded Mac OSX application enables users to easily recognize the various things that they can do with the gadget. With the iPhone going for $350, this is a reasonable price given the products’ value and the market prices of other smart phones or PDAs in the market. The price is also reasonable given the gadget’s multiple features and makes the gadget competitive in the market. iPhone also provides the most scratch resistant and brightest screens among the current smart phones and its fine metallic finish is light and durable. The included software suit also makes it easy for the users to use the device and increases resistance to virus in PCs. The iPhone brand has a great appeal to customers and has a strongly competitive edge in the market given the various features that define its differential appeal. Apple (U.K) uses product differentiation to position its iPhone brand as convenient, versatile, professional and value-added device. It is therefore possible to create an advertising campaign for iPhone in U.K that will surpass all other competitors including the Microsoft Windows (Hackley 2005, p. 76). Creativity in advertising iPhone The advertising campaign should achieve both sales objective and the communication objectives (Belch & Belch 2008, p. 66). The strategy selected must engage customers and thus enable them to go beyond the advert by encouraging and persuading them to buy the product (Chitty et al 2011, p. 165). Mobile phone market in U.K has different customer segments. Android and iPhone 4 ...Download file to see next pagesRead More
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