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Deconstruction Paper

In: Business and Management

Submitted By quickman55
Words 802
Pages 4
BMKT Consumer Behavior
Deconstruction Exercise
February 20, 2012

The two consumer products advertisements in the same product category I chose to write about are Apple’s iphone 5 and the Samsung Galaxy S3. These are both big time smart phones that are competing for the top spot in the smart phone world. I chose these two because of a commercial The Galaxy S3 came out with last year that makes fun of people waiting in line for the their iphone 5. At the end of the commercial it said, “The next big thing is already here.” The Apple ads I watched dealt with how the Iphone 5 is the perfect size for everything and how taking beautiful photos in panorama is as simple as saying "cheese". I also feel that Samsung and Apple are developing into serious competitors.
Apple fully understands that all aspects of the consumer experience are important and that all brand touch points must reinforce the Apple brand. Primary customer targets is the middle-upper income professional to coordinate their busy schedules and communicate with colleagues, friends and family. Secondary consumer targets are high school, college and graduate students who need one portable multifunction device (Yang, 2011). In the Galaxy S3 ad I feel like they were targeting the Generation Y group of people.
The Galaxy knows that the iphone is a huge competitor so they are taking them head on as its strategy. You want to grab and hold your viewers attention, which I believe the Galaxy S3 has accomplished. You want to keep the people interested, and they did that by showing off a brand new feature on the phone by sharing data instantly by just putting the phones back to back. Customers and particularly the target customers are looking for new technology features. The Galaxy S3 added new features, which will draw in more and more customers (Digital Spark Marketing, 2012). There is no hype in the world of

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