Strategic Marketing, Advertising & Public Relations
Instructor: Debra McKoskey-Reisert
8 April 2014 to 19 May 2014
Week 2 Assignment:
Integrated Marketing Communications
Word Count: 1,296
20 April 2014
Assignment Brief (Due by 11:59pm MT, Day 7, Monday)
Select a Fortune 500 company and research their IMC. In a three- to four- page paper (not including the title and reference pages), analyze at least three- to- four IMC tactics (Chapter 3) and discuss whether or not the tactics are effective, and why.
Your paper should be formatted according to APA style as outlined in the Ashford Writing Center, and it must include citations ...view middle of the document...
The paper divides into four sections. The first section examines how advertising is used by Apple, focusing particularly on television advertising. The second section analyzes how publicity is used by Apple, particularly with regard to its pre-launch product publicity events. The third section analyzes how as electronic and Internet marketing is used by Apple as part of its IMCs. Finally, a fourth section summarizes the major conclusions of the paper.
Advertising is usually the cornerstone for the IMC strategy of a company. It is a mass communications tool, allowing wide reach and high frequency in an entertaining, cost effective manner (Ogden & Ogden, Chapter 3, 2014). Apple has been a leading exponent of advertising as a marketing communications medium.
There are numerous media through which to send an advertising message. These media include television, radio, newspapers, magazines, billboards, trashcans, flyers, direct mail pieces, as well as electronic tools such as the Internet, DVDs and videos. Apple has makes use of all these formats (Ogden & Ogden, Chapter 3, 2014).
In particular, Apple has been a leading exponent of television advertising. Its television ads tend to be inspirational and persuasive rather than informational or reminder in nature. Apple is credited as being responsible for the most successful television ad ever produced (based on viewer retention and recall rates). That advertisement was made to announce the launch of the original Apple MacIntosh computer in 1984. The theme of the advertisement echoed the resistance to totalitarian authority championed by the George Orwell novel titled '1984.' The advertisement was directed by the academy award winning English director, Ridley Scott (most famous perhaps for the Alien series of movies). The tagline for the ad stated: “On January 24th, Apple Computer will introduce Macintosh. And you'll see why 1984 won't be like '1984.'”
The 1984 Apple Mac television ad was highly controversial for two reasons. Firstly, unlike most television ads, the Apple ad did not carry any image of the product or mention any of its features let alone its technical specifications. Secondly, the ad was only aired once, that occasion being the 1984 SuperBowl.
Apple uses pre-launch product publicity with great effect. It schedules media events as much as 12 months in advance of the launch of a product in order to create public interest in and discussion about the Apple product. These pre-launch publicity events are most likely planned and organized directly by the product marketers rather than a separate PR department within Apple (Clow & Baack, 2012).
Like conventional publicity, these Apple events are virtually free; they involve almost no cost for Apple. However, unlike conventional publicity which is largely unscripted and uncontrolled by the company, these pre-launch publicity events are carefully planned and staged by Apple....