Marketing Communication Analysis for Apple Inc - Essay Example

Marketing Communication Analysis for Apple Inc. Marketing Communication Analysis for AppleInc. Introduction Consumers of the present society are decisive and strive for enhanced living standards. They are completely aware of the fact that buying the right product for themselves will make their life better. Marketing and advertising industry has totally understood this phenomenon and is working their best to fulfill their expectations and to convince and persuade to desire for a particular product. We are surrounded by advertisements in our everyday lives. These advertisements have now become a part of our lives as they can be seen on television, billboards, outdoors, radio, newspapers, etc. It should be noted that every organization and marketer is trying to sell its product through marketing and advertising. Therefore, the role of advertisements in this regard is very crucial. Apple Inc. being the second largest electronic / IT company has successfully strategized and executed its marketing and advertisements. Since 1980’s, the company has made some notable advertisements. These advertisements have focused particularly on the products and on the goals and strategy of the company. This paper aims to analyze three advertisements of Apple Inc. in order to present an understanding of marketing communications with the help of referencing theories and models. Marketing Communications Marketing Communications is a term that refers to the messages and the medium used by the marketers and capitalists to communicate with the market. It may also refer to the promotional part of the marketing mix. In short, marketing communications is a process through which organizations reach their target market via different communication techniques and a single sound strategy. There is a communication process, which again is the part of a particular advertising and marketing strategy. The mediums / platforms that are used in the marketing communications are social media, TV and print, followed by branding. Branding is an important stage of marketing communication through which an organization impresses the consumer and its market. (Dahlen et al., 2010) Theories of Marketing Communications It should be noted that marketers and organizations including Apple Inc. utilized different marketing theories and models. These theories and models help the marketers and strategy makers to efficiently execute their plans and launch their products in the market. Some of the common theories and models utilized for marketing communications are Communication Theory, DAGMAR model, AIDA, etc. The Communication theory is a useful theory that helps the marketers to understand the audience and the target market. The theory allows the marketers to develop a strategy through which they can easily communicate with their desired target in an efficient manner (Diaz, 2014; Kim et al., 2014). On the other hand, Russel H. Colley as an efficient advertising model proposed Defining Advertising Goals for Measured Advertising Results or simply DAGMAR model. This model helps the organization to sell its product following four steps that include 1) awareness 2) comprehension 3) conviction and 4) action. The aforementioned steps are also known as the ACCA advertising formula. It should be noted that ACCA or DAGMAR is said to be a modification and altered version of the AIDA model of advertising. Since, it offers a comprehensive path towards advertising and promotion therefore it is considered as more significant and effective. The primary purpose of this model is efficiently to assess the effectiveness of advertising and marketing strategies and to track and map the consumer perspective and their state of mind. Furthermore, it should also be noted that target audience and the objectives or the goal of an advertisement / message are considered as main elements of the DAGMAR models (Fill, 2009; Kitchen, et al., 2008). Apple Inc Headquartered in Cupertino, California, Apple Inc. is a multinational corporation that produces consumer electronics including computers, online services, iPhone smart phones, etc. It should be noted that Apple Inc. does not have a vast product line as they are very focused on their products and services. Therefore, their advertising and marketing strategies are also one of its kinds and have turned to be effective in the past decades (Diaz, 2014; Rowley, 2012). To note, the company has made all sorts of advertisements so far; the one that features the specifications and functions of the product and those that reflects the agenda and goals of the organizations. The company has also made advertisements that focus on both of the aforementioned terms, i.e. product specification and the objectives of the company. As it has been discussed that company adopted a unique strategy that catered a limited number of products at a time, allowed Apple to grow faster. The strategy was adopted by the then CEO Steve Jobs and is still in practice (Moorman, 2012). Furthermore, the marketing and advertising strategies of apple follows the basic marketing models and specifically focuses on the emotions and appeal to the target audience. The advertisements shows how the Apple product makes you feel and the marketers at Apple Inc. have effectively made it a brand that reflects personality, lifestyle, liberty, innovation, aspirations, passion, imagination, and obviously technology. Apple Inc. has always tried to make its product simple and straightforward and has removed complexities from individual’s lives. Because of its strong marketing and communications strategy, Apple Inc. has been able to develop heartfelt connections with its target audience (Schneiders, 2010; Fill, 2009). There have been many famous advertising campaigns and advertisements by Apple Inc. including the famous 1984 Super Bowl commercial or the 1990’s Think Different campaign. Apple has also utilized the entertainment medium to attract a new audience as a part of its marketing and communications strategy. For example, it the launch event of Apple iPhone 6 was followed by a U2 performance while the audience can get a free band’s album from the iTunes store (Nudd, 2014). The following three advertisements from the company helps in understanding the advertising and marketing strategy that is adopted by the company to reach its target market and audience (Smith & Taylor, 2004; Rowley, 2012). Analysis of Advertisements Apple has successfully launched its products and services in an efficient manner. Apple knows the art of turning something ordinary into beautiful and innovative. It communicates with its audience through its advertisements in their language. It is understood that if Apple starts to make advertisements based on technological terms such as gigahertz, megabytes, etc. it would make no sense to an ordinary men. Therefore, it has always tried to focus on the emotional and human appeal and the benefits they will get with the purchase of the product. Furthermore, the company utilizes all the essential communication tools including internet, public service videos, events, etc. in an efficient manner (Varey, 2002; Tsai & Hsian-Ming, 2014). 1- Designed by Apple in California The first advertisement selected for this assignment is the ‘Designed by Apple in California’ (Apple Inc., 2014). The advertisement is very precisely made and does not include any visuals (pictures, images, videos etc.) and is completely based on the concept. The concept, which reflects the fundamental ideology of the company, that is to stay focused and present something innovative especially for its audience. The role of this advertisement is very crucial as it is doing both, informing as well as persuading. It is following the theories and models of advertising such as DAGMAR, etc. to reach the audience effectively. The appeal that is used is an emotional appeal that communicates with the audience in a subtle manner. The creative techniques are efficiently used in the advertisement as it can be seen that the advertisement is completely based on visual graphics and illustrations that also delivers the message of Apple Inc. The elements of DAGMAR can be witnessed in the advertisement as it trying to create awareness among the audience in a comprehensive manner with passion and sincerity. The audience will find a feel in this advertisement and will find themselves emotionally attached to it. It should be noted that the advertisement does not target any specific audience or market. The advertisement is made for every individual / market and the existing and prospective consumers of Apple Inc. It is the compatibility of the advertisement that it effectively fits for every audience and can convey the underlying message with the help of marketing communication theory (Apple Inc., 2014). 2- You Are More Powerful than You Think The second advertisement that is selected for the analysis is ‘You Are More Powerful than You Think’ by Apple Inc (Apple Inc., 2014). This advertisement is however different from the advertisement assessed above. It is because of many reasons; this advertisement includes visuals and videos and is not entirely graphic based. However, there is a profound message and concept in this advertisement as well. The advertisement that is made for Apple iPhone 5S effectively features all the specifications of the phone along with the satisfaction and power the user will get after buying / using it. The advertisements feature different aspects and usage of the phone in an efficient manner. It should also be noted that the advertisement does not only include and highlights the specifications and features of the phone but the overall concept behind the advertisement is so strong that it is creating a bond between the audience and Apple. It can be noticed that the advertisement is following the basic theories of communication and that the Theory of Communication is applied in it. Furthermore, a few elements of the DAGMAR model are also included in the advertisement. It can be said that the advertisement reflects a strong theory of advertising as it has effectively set out its goals and is delivering the message in the right manner. Furthermore, the target audience of this advertisement is both existing and new customers who want to try something different and innovative that gives them an edge (Apple Inc., 2014). 3- MacBook Air The third advertisement selected for this assignment is the online advertisement of MacBook Air. The advertisement that is presented below is a simple yet effective one that outlines a number of things. Although the advertisement is old, it highlights the central feature of the MacBook in a very subtle and effective manner. The purpose of the advertisement that is to persuade the audience towards Macbook is efficiently fulfilled as the advertisement emphasizes on the size and thickness of the notebook without any written description. The body content only says that it is the next generation of Mac books while it also had a television advertisement. The concept of the advertisement is very simple that a person is holding a Macbook, and a side shot is shown that emphasizes on the thickness of the machine. All the four elements of DAGMAR models can easily be seen in the advertisement as it is creating awareness regarding the product in a comprehensive and passionate style which ultimately calls for an action from the audience. Furthermore, it should also be noted that without anybody content, the advertisement can communicate with the target audience. It is again because of the theory of communication that the apple marketers have effectively utilized the principles and approaches to delivering their best. Macbook users are the ultimate targets of the advertisement while new consumers who are thinking of buying a Macbook are also the secondary objective of this advertisement. In short, the advertisement is reflecting the strong theories of communication in an efficient manner (Apple Inc., 2014). (Apple Inc., 2014) Conclusion From the aforementioned analysis, it can be concluded that market communications is an important field of interest for any organization. The advertisements from Apple Inc. clearly reflect the organizations principles, goals, and the features and specifications of its product in a very effective manner. the concept, message, and the idea of advertisement clearly illustrates that the marketing strategy at Apple Inc. is very strong while the advertisers are utilizing theories and models to persuade the audience as well as to develop sound advertising strategies for their new products. The advertisements demonstrate sound communication theories and the basic tools of communication and the consumer behavior is effectively assessed and addressed in these advertisements. Therefore it can be said that the marketing communications strategy of Apple Inc. is one of the exemplary strategies and has turned to be fruitful for the organization in numerous ways. List of References Apple Inc., 2014. Designed by Apple In California. [Online] Available at: [Accessed 2014]. Apple Inc., 2014. You Are More Powerful Than You Think. [Online] Available at: [Accessed 2014]. Dahlen, M., Lange, F. & Smith, T., 2010. Marketing Communications: A Brand Narrative Approach. Hoboken: John Wiley & Sons. Diaz, A.-C., 2014. A Look at Apple Advertising -- With and Without Steve Jobs. [Online] Available at: [Accessed 10 December 2014]. Fill, C., 2009. Marketing Communications: Interactivity, Communities and Context. 5th ed. Harlow: FTPrentice Hall. Kim, K., Hayes, J. L., Avant, J. A. & Reid, L. N., 2014. Trends in Advertising Research: A Longitudinal Analysis of Leading Advertising, Marketing, and Communication Journals, 1980 to 2010.. Journal of Advertising., 43(3), pp. 296-316. Kitchen, P. J., Kim, I. & Schultz, D. E., 2008. Integrated Marketing Communications: Practice Leads Theory. Journal of Advertising Research, 48(4), pp. 531-546. Moorman, C., 2012. Why Apple Is a Great Marketer. [Online] Available at: [Accessed 10 December 2014]. Nudd, T., 2014. Here Is Apples Ad Celebrating the Surprise Release of U2s New Album. 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