Law of the Internet - Essay Example

Writing Assignment 2 Introduction Apple inc. Is the second largest company in terms of sales revenue after Samsung company? Founded in 1976 Apple started off as a corporation that produced personal computers. In 2007 Apple diversified into new markets through the production of iPhone, iPod and the iPad. The success of Apple could be attributed to its strong advertising as well as product differentiation. It made the users of Apple products’ to believe in the product’s superiority as well as become fanatical evangelists of the product. With its latest product slogan being “think different", Apple has been able to convince its present and potential consumers of its product superiority in the technological industry through advertising. Basing primarily on television and internet advertising apple has been able to persuade a majority of personal electronics consumers of the need, simplicity and product superiority in their products (Dooley, 2007). Apple advertising campaign Apple’s television advertising kick-started in 1984 towards the launch of the Macintosh computer, and it was dubbed ‘1984’. The advertisement hyped the Macintosh computer while promising 1984 not to be the same again after using the Macintosh computer. With 85% of the European population being active Television users, the use of televised commercial advertising was very effective until late 2000’s. The use of celebrities in their advertising has been so instrumental in creating brand awareness. In the European, as well as other markets different local celebrities, were used with the same original theme and music. The latest in television advertising was “I am a PC, and I am a Mac” that started off in 2006 and ended towards 2010 (Forker& Ward, 1993). After the end of television advertising, Apple shifted its focus to internet advertising through videos uploaded online to its website, YouTube plus other captivating slogans on social media. This was as a result of the digital migration where more than 50% of the world population became active internet users by 2009.With the increase in social media uses over the past few years; Apple has gone social too by creating dynamic pages and setting sales promotions and brand awareness whilst actively engaging its customers. Their internet advertising move has received some criticism over unethical interruptions, but this cannot be equalled to the increased sales revenue both online and in vendor shops. The internet has enabled it to provide an active customer support globally as well as create potential customers (Moriety et al., 2012). The latest Apple product is the iPhone 5s and currently ranked the leading mobile brand in the U.S and U.K market. All this is as a result of tech savvy youths who have been convinced of iPhone’s superiority in terms of speed and security. Despite the presence of dominant competitors in both the computer and mobile industries with improved functionality Apple is still preferred. This could be attributed to its target based advertising through the television and later the internet (Segal, 2012) Analysis of Apple Advertising Apple has had an active advertising culture that dates back to 1984 where the first advertisement was developed that made consumers aware of Macintosh arrival in the market. Hoag Levins, the executive producer of AdAge.com, feels that advertising has been a major pillar in Apple’s success story by creating new markets for its products. Television advertising through the use of modern characters draws the attention of consumers to the product and goes along to create brand awareness and preference in consumers. In the advertisement “Pc vs. Mac“indirectly points out the character of the Macintosh as flexible and innovative with relation to the PC used by Microsoft and other computer companies. A study conducted by George B. Delta in his book called “Law of the internet” concludes that most consumers usually don’t know what they need until they are made aware. Advertising has greatly fuelled the surge in Apple product services consumption thus generating sales revenue. In other apple products like iPod the silhouette background applied implies a party mood where people don’t need to listen to onstage performance, but rather use their iPods and get the onstage effect. The iPod advertisement creates a niche market for their products amongst the youth hence increased sales. The corporate have also been segmented through its laptops and tablets to be used while travelling. This gives Apple an exceptional advantage since its products are used for all ages and different functionality (Delta, 2012). With the innovation and invention of SIRI a voice activated internet search tool; Apple is proving its superiority and convenience of use instead of the analogous typing by Google.Siri places Apple as the most preferred brand in terms of user friendliness. The convenience way above its competitors like Asia’s Samsung, U.K’s Microsoft and other computer companies like Dell and Toshiba (Mena, 2013).Sire is expected to raise the sales of Apple products since it appeals to the majority of users across the divide. The implied superiority created by Apple advertising of its products has made its users evolve into fanatical evangelists of its products and promote its sales. Despite most of its products having an issue with compatibility and high maintenance costs in the form, the users of Apple wouldn’t mind that as a result of advertising brainwash. In comparison to the android operating system which is cheap, comes with different capabilities and compatible with other non-android phones. These android capabilities include; quad-core processor, up to 13 megapixels of camera, use of the retina in identification. The most U.K and U.S dwellers believe in the superiority of the iPhone, i-Cloud and other unnecessary Apple products. They are currently developing a lifestyle of using Apple products in spite of the difference in income range demographically. According to Glenn Hubbardet, al.their macroeconomics perspective. The average American monthly income is not equal to iPhone 4s which costs $35 thus is a Geffen useful or a luxury (Hubbard, Garnett, Lewis &O’Brien, 2011). Effectiveness of Apple Advertising with build-up to a product release In 1984 towards the release of Apple’s Mackintosh computer, the first apple commercial called “1984” was groundbreaking in several ways. It lead apple to accumulating $ 150 million within the first 100 days of Macintosh introduction to the market. Not only did it generate sales but introduced the idea of the super bowl advertisement as an entertainment. Although the advertisement didn’t feature high profile celebrities at the time, the audience was enough to generate sales and put raise Apple’s popularity. Despite Apple’s competitors using high profile celebrities to endorse their products, they have never come anywhere close to the impact caused by the 1984 advertisement through its correct timing and audience it received (Solomon, 2014). Over the years, Apple has used different publications before its product’s launch which has always worked to its advantage. Towards the 2000 the advertisement on “Mac vs. Pc” served as a television commercial for a very long time. With the popularity and creativity of the characters used, the sales of Macintosh computer has been able to rise steadily over the years. Towards the end of 2009, Apple shifted from its traditional television marketing to internet marketing through the use of videos on YouTube as well as on its website. The use of social media sites to promote sales is also being used to promote sales. Earlier on in 2014 towards the release of the iPhone 6, Face book and Twitter were very instrumental in developing product awareness through promotional activities and product hype. This lead to a massive ten million units sold as compared to the iPhone 5 which stagnated at 9 million during the same period. Although other competitor brands have tried to emulate Apple, their activities haven’t been as successful since Apple has already brainwashed the consumers on its superiority complex as well as user-friendly features (Segal, 2012). Conclusion In summary, we could say apple uses an effective yet subtle tactic through its advertising campaign to capture buyers as well as maintain product loyalty. The use of publicity in our case has been identified as the leading cause of brand awareness, brand preference as well as brand loyalty. In the U.K and U.S market the Apple Company has been advertised as a superior brand. This has made consumers establish a relationship with Apple products as the best despite competitors offering better products for less. The Samsung Galaxy S5 is also an excellent phone that competes favourably with iPhone 6 in terms of price and functionality yet the European market shuns it. This is as a result of the Samsung galaxy failure to engage in brand awareness and proper advertising in the European market. Other Europe based products like Microsoft and Dell have failed to pick up due to their inability in timing to advertise and hype their product well. With the daily increase in television users as a result of globalization, television reaches a much larger audience as compared to other forms including magazines and newspapers. On the other hand, internet users have increased globally as a result of 3 & 4G enabled phones making online advertisement the most efficient method of reaching a larger audience. With social sites such as YouTube, Face book and Twitter Apple has been able to exhibit its products as well as directly communicate with potential buyers as a means of persuading them. References Delta, G. B., & Matsuura, J. H. (2012).Law of the Internet.Alphen aan den Rijn, Wolters Kluwer Law & Business. Dooley, R. (2011). Brainfluence: 100 ways to persuade and convince customers with neuromarketing. Hoboken, N.J: Wiley. Forker, O. D., & Ward, R. W. (1993). Commodity advertising: the economics and measurement of generic programs. New York, Lexington Books. Hubbard, G., Garnett, A., Lewis, P., &Obrien, T. (2011).Microeconomics (2nd ed., p. 1). Sydney: Pearson. SEGALL, K. (2012). Insanely simple: the obsession that drives Apples success. London, Portfolio. Solomon, B. (2014). iPhone 6 Breaks Record With 10 Million Sold, Even Without China. Forbes. Retrieved 7 December 2014, fromhttp://www.forbes.com/sites/briansolom on/2014/09/22/iphone-6-breaks-record-with-10-million-sold-even-without-china/ Read More