Advertising For Apple

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Introduction

Advertising of brands has been changing over time especially with the advent of digital

media. The digital platform also provides a unique opportunity for instant reviews which can

work well for the company. Apple is one of the brands that have been able to take advantage of

the multiple advertising platforms in marketing their products.

Apple as a brand has been able to advertise its products across multiple platforms. The

multiple platforms of advertising include the traditional media and the digital media platform to

to reach all the consumers and potential buyers. One of the ways the brand has been able to

effectively advertise on all platforms and gain a lot of success is through uniform messaging.

Uniform messaging helps all customers who learn about the brand through different media

platforms get the same message and form an opinion based on uniformed messaging. Apple has

also been able to produce short informative contents and videos and release them to all the digital

platforms while still using contacts in the traditional media platforms to market themselves

without incurring a huge budget thereby effectively embracing the integrated marketing strategy

in all platforms (Yeshin, 2012). However, Apple has not fully embraced the integrated

marketing across multiple platforms due to the deliberate minimum budget. The minimum

budget makes it impossible to fully exploit all the platforms for marketing, especially with the

traditional media. Apple also strictly controls the messaging thereby limiting creativity in

marketing across different platforms (Black, 2010).

Apple can use its advertising campaign to address brand parity by presenting products

that create a halo effect to their consumers. All Apple products can link and complement each

other thus creating an attachment to the brand from all angles. That way, the Apple brand can

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address issues that arise from brand parity. All Apple brands are homogenous as opposed to the

competing brands. This creates an attachment and trust among its consumers. Brand parity can

affect the market share, but Apple is able to adapt to the challenge effectively (Yeshin, 2012).

Apple brand loyalty differs from other brands. Apple as a brand is associated with the

much respected Steve Jobs. Many people have attachments to Steve Jobs and his achievements,

and this is reflected in their loyalty to Apple products. Apple has been able to create a good

relationship with its customers. The emotional relationship binds the loyalty they have to the

brand because it has a reputation for cutting-edge design and technology. All Apple products

from iTunes to computers and phones are linked to each other thus creating a unique experience

for customers (Black, 2010).

Apple has been named by Forbes as the most valuable brand for the last few years. The

heart of a valuable brand has a great product. For Apple to be named as a valuable brand by

Forbes, it means that Forbes appreciates the products produced by Apple and they are of high

quality. It means that Apple is still ahead compared to products from its competitors. Being

named as a valuable brand means that the company is highly valued in the world. It also means

that its advertising strategy has a significant impact in the market (Yeshin, 2012).

The packaging design is another brand for Apple. The packaging and unpacking gives

consumers a whole different experience that is attractive as seen in the YouTube videos. The

color of packaging used by Apple is attractive to the consumers as it is viewed as part of the

product. The packaging of Apple products is designed in such a way that it attracts potential

customers within seconds and gives them a wonderful experience while opening it. Packaging is

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treated as part of the product by Apple thus the carefulness in designing the package is required

(Black, 2010).

Conclusion

The sensory experience associated with Apple products is great. Everybody can point out

an Apple product from far in a store. The branding and the quality that comes with the product

make it easy to have loyal customers and use the positive reviews in advertisements. Apple brand

has been advertised and positively reviewed on multiple platforms and over the years and it has

been listed as the most valuable brand by Forbes.

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References

Black, B. (2010). “Great Brands simply make a promise and then keep that promise. You make

promises through advertising, promotion and spon-sorships. Beyond Philosophy’s unique

proprietary methodologies help you deliver on your promise ruthlessly and consistently

across every consumer touch point.”–Gary Keogh, Marketing.

Yeshin, T. (2012). Integrated marketing communications. Routledge.

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