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Advertisement Campaign of Apple Computers - Essay Example

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This paper called "Advertisement Campaign of Apple Computers" focuses on the ‘Think Different’ advertisement campaign of Apple computers that had given the company a new lease of life after it had lost its market leadership against the challenges of new firms like IBM in 1997. …
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Advertisement Campaign of Apple Computers
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Download file to see previous pages When Steve Jobs had returned to Apple computers after an exile of nearly twelve years, the company was in serious crisis and its market share had plummeted to nearly 3% by 1997 (Yoffie & Slind, 2007). Steve was faced with huge challenges of reviving Apple and putting it back to its former number one position. He was determined to succeed and rejuvenate it by redefining its vision and informing the public as to why owning Apple products is still the best thing. Indeed, his passionate conviction needed a platform for creating awareness amongst the people and the ‘think different’ became one the leading success stories that had helped Apple to recover fast. It was the best turnaround market strategy that had signaled and started a significant shift towards concept conversation that was able to engage consumers and retain their attention for long.
‘Think Different’ was an iconic campaign for many reasons, not the least being that its strategic conceptualization emphatically linked its values and vision to that the greatest think tanks and innovators of the twentieth century who had come from all walks of life crossing geographical borders of race, color and culture (Siltanen, 2011). This had defined and underpinned the ideas of the advertisement campaign. It was carried on different media platforms: television and print including billboards and consisted of black and white images. The television campaign carried footage of leading people of past and present and ending with a young girl closing her eyes and looking at future scope. The background textual content was narrated by famous Hollywood actor, Richard Dreyfuss who talked about crazy people who were different. The print campaign was run as a sequel and featured dozens of different personalities including Einstein, Gandhi, Coppola, Martin Luther King, Bob Dylan, Muhammad Ali, Amelia Earhart, etc. The posters and the television campaign were distinct in their presentation and the message that people who are crazy, think differently, and change the world.
Goldman and Papson (1996) strongly believe that the key objective of advertisements is to bring about social reconstruction through creative ideas and help create a distinct image that is correlated to the product and company. The advertisements, therefore, tend to influence their psychology of social identity and subtly promise fulfillment of their dreams and expectations. The impact of their visual and textual content is linked to human behavior that thrives on relationship building. ...Download file to see next pages Read More
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