Premium Essay

Imc Apple

In: Business and Management

Submitted By jacob35946
Words 2176
Pages 9
Task
You will write a report on three different campaigns that have used all or some integrated marketing communication (IMC) tools to achieve communications objectives such as awareness, image building, direct response and consumer engagement. A campaign has several executions under the same theme, so look for IMC campaigns where the same creative idea has been communicated across all or some IMC tools and media. Report 2500 words
Your report, with correct referencing has to cover the following elements: a. introduce the three different IMC campaigns briefly b. explain why you chose the three IMC campaigns c. Describe each campaign to cover its target audience, communication objectives (speculate if you need to if these are not described in your research resources), its campaign idea, and how all or some IMC tools were used to convey the idea. d. Include also how the three IMC campaigns had generated news media coverage and/or social media communication e. Analyse similarities and differences of the three IMC campaigns f. Conclude on your favourite IMC campaign and reasons g. Suggest integrated marketing communications tips for marketers based on your analysis of the three IMC campaigns

individual reflection (500 words) include in your report at the end a reflection on these questions: 1. what were the 'high' and 'low' moments of self-directed learning during the research and writing process, especially since part of self-directed learning required you to read ahead of lecture notes? 2. what have you learnt about the integrated marketing communications concept and specially about some or all of the IMC tools through this report?

IMC Campaign Of Apple
Executive Summary
Steve Jobs established the Apple Company in 1971. Since then it has delivered and produced the best products and have become a...

Similar Documents

Premium Essay

Imc of Apple

...Integrated Marketing Communications (IMC) is defined as customer centric, data driven method of communicating with the customers. IMC is the coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost. This management concept is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation. (Clow, Kenneth E.; Baack, Donald,2007) The components of Integrated Marketing Communications The components of Integrated Marketing Communications including the foundation - corporate image and brand management; buyer behavior; promotions opportunity analysis. Advertising Tools - advertising management, advertising design: theoretical frameworks and types of appeals; advertising design: message strategies and executional frameworks; advertising media selection. Advertising also reinforces brand and firm image. Promotional Tools - trade promotions; consumer promotions; personal selling, database marketing, and customer relations management; public relations and sponsorship programs. Integration Tools - Internet Marketing; IMC for small business and entrepreneurial ventures; evaluating and integrated marketing program. All of these communications tools work better if they work......

Words: 560 - Pages: 3

Premium Essay

Apple Imc

...| Apple Inc. | Integrated Marketing | | Integrated Marketing By Apple Inc. | | Arjit | 9/2/2011 | | Contents About Apple 1 Product Portfolio 2 Apple Marketing Strategy 2 Presentations 2 Brand Strategy 3 The Apple Brand Personality 3 The Apple Customer Experience 3 Brand Loyalty 3 Effective Advertisement 3 Apple PR strategy 3 Apple Communication Strategy 4 Apple Communications. 5 iPod Marketing Strategy 5 The iPod Launch in 2001. An Absolute Flop 5 Who Invented the iPod? 5 The iPod. The Merits of Apple. 6 iPhone Marketing Strategy. 6 iPad Strategy 7 The Evolution of Apple Ads 8 1970s 9 1980s 9 1990s 10 2000-Present 15 About Apple Apple Inc. is an American multinational corporation that designs and markets consumer electronics, computer software, and personal computers. The company's best-known hardware products include the Macintosh line of computers, the iPod, the iPhone and the iPad. Apple software includes the Mac OS X operating system; the iTunes media browser; the iLife suite of multimedia and creativity software; the iWork suite of productivity software; Aperture, a professional photography package; Final Cut Studio, a suite of professional audio and film-industry software products; Logic Studio, a suite of music production tools; the Safari web browser; and iOS, a mobile operating system. As of October 2010, the company operates 317 retail stores in ten countries, and an online store where......

Words: 3930 - Pages: 16

Free Essay

Imc Campaign of Apple

...Archive {RSS} Monday, May 26, 2014Monday, May 26, 2014 IMC Campaign of Apple Executive Summary Steve Jobs established the Apple Company in 1971. Since then it has delivered and produced the best products and have become a brand to reckon with. It is one of the most well-known electronics companies of the world and Ap ple consumers are brand loyal as well as they tend to associate themselves with the brand. The 1984 advertisement of Apple which was shown only once in the Super Bowl revolutionized the advertising industry and helped Apple in creating a brand image. Soon after the departure of Steve Jobs the company lost it brand image as the advertisements now focused more on the price and features of the product rather than the brand itself. However, Steve Jobs rejoined the company in 1997 and a campaign was launched call “Think Different” which again helped the company restore its brand image in the consumers mind. This paper will talk about the IMC campaign of Apple. Introduction of the Organization Apple Inc. is well known for producing stylish, trendy, technologically advanced, and innovative products which are simple in nature and easy to use. Based in California, America, Apple is a brand introduced by Steve Wozniak, Steve Jobs, and Ronald Wayne on 1st April, 1976 focusing on software and consumer electronics. Consumer electronics include mobile phones, personal computers, portable music players, peripherals, etc. Apple believes in revolutionizing the world by......

Words: 2978 - Pages: 12

Premium Essay

Imc Apple

...CHAPTER ONE INTRODUCTION 1.0 Introduction Air travel is in deed one of the largest and fast growing industries in the world. It is of utmost important importance to a number of industries for it facilitates economic growth, world trade, international investment and tourism. It is then because of this that the travel industry that the travel industry has increased its roles in the process of globalization that is occurring in all most all other countries.(the airline industry, 2009) In the past decade traveling by air has increased by 7% per year due to rising number of people who have engaged in either business or leisure travels. Out of the two more people tend to engage in leisure travels. 1. background of the study The airline industry is currently affected by a number of factors that threaten their operations. The poor economic times have negatively affected their operations .the high operation cost has significantly reduced the market size due to the effects of the global melt down as well as uncertainty that defines oil prices Kenya Airways, headquartered in Nairobi, is the major airline serving east Africa. Together with its strategic partner KLM ROYAL DUTCH Airlines, it is the leading operator on all domestic routes with in Kenya as well as operating scheduled passenger and cargo services to major destinations in sub- Saharan Africa, Europe, the Middle East and Asia. It has international...

Words: 823 - Pages: 4

Free Essay

Advertising and Promotion

...Apple Inc. Discuss how various forms of IMC can be used to communicate with its target audience by taking an audience or touch point perspective. Various forms of IMC can be used to communicate with its target audience by taking a touch point perspective. In this case Apple understands that buyers’ observations and attitudes towards its brand are the consequences of the information they receive and see out there, and from experiences they have had with their products. They know that not all touch points will be effective and the customer’s purchase behavior is not something they can control with every technique they use. Discuss how Apple uses and must deal with the four categories of contact points discussed in the chapter including company created, intrinsic, unexpected and customer-initiated touch points. Company created touch points are under the control of the marketer and this has helped Apple tremendously. From advertisements to websites, from press releases to in-store décor Apple is doing a great job at maintaining their products demand and keeping the prices high. When you enter an Apple store it invites you to relax and stay hanging out there. It lets you try their products and see with your own eyes and feel with your own hands the high quality of their products. Their advertising campaigns are simple with most of their products being presented alone and only with a few words which it genius because it is not trying to push the product but people feel......

Words: 1170 - Pages: 5

Premium Essay

Integrated Marketing Communications

...11:59pm MT, Day 7, Monday) IMC Tactics 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 and references for the text and at least two scholarly sources from the Ashford University Library. Introduction Successful companies carefully plan their marketing communications. Apple is widely regarded as one of the most effective marketers. The company enjoys a positive corporate image and strong brand names (including its Mac, iPod, iPad, iPhone and iTunes). Apple devotes a lot of resources to develop this corporate and brand equity. It carefully considers each tactic within the marketing communications mix to assess the potential contribution each tactic can make towards achieving the marketing goals of the company. This paper analyzes the integrated marketing communications (IMC) tactics used most intensively by Apple and highlights why they have been so effective. The marketing communications mix includes seven tactics - advertising, personal selling, sales promotion, public relations (or publicity), direct marketing, electronic and Internet marketing, and branding. This paper considers the way in which Apple uses advertising,......

Words: 1419 - Pages: 6

Premium Essay

Marketin Plan

...Communications (IMC) Plan MKT/498 November 9, 2015   Integrated Marketing Communications (IMC) Plan Integrated Marketing Communication (IMC) is the use of branding that is used to deliver a message in traditional non-traditional markets with the use of different promotions. As different markets expand, determining potential target markets is a critical part of every business. The potential markets will help in delivering the message that Apple hopes to achieve with the iPad. By using the different marketing channels, Apple may be able to get a competitive advantage for the product by entering it at the right time. Apple continues to create products consumers love. Consumers and current customers are already excited about the launch of the new iPad Apple’s products speak for themselves; putting time into creating a marketing plan is necessary, however, no research is needed. Apple pretty much has an idea of who their target audience is. Executive Summary Apple is a top producer and innovator in the electronics market, and the Apple iPad is a product that marketer’s believe the consumer and the business sector are receptive too. Integrated Marketing Communication (IMC) utilizes branding that hopes to provide messages to Apple’s target markets. The Integrated Marketing Communication (IMC) plan for Apple iPad includes the opportunity analysis, marketing assessment, marketing strategy, IMC objectives, tactical planning, advertising, personal selling, PR, and......

Words: 4949 - Pages: 20

Premium Essay

Apple

...Vivian Tam Executive Summary Apple Inc. is an American multinational corporation that designs and manufacturers consumer electronics and computer software products and service related services. The company is well known for the hardware products such as the Macintosh computers, the iPod, iPhone, iPad and the latest launch, the iWatch, it has also a variety of related software, services, networking solution and digital content and application. Apple has established a unique reputation in the consumer electronic industry and is today is the largest company in the world by market capitalization and most valuable technology company in the world. Aspirational Brand The brands that we purchase become extensions of our identity, consumers are willing to pay for the must-have gadgets and Apple is an example of level 5 as aspirational brand. (on-linendesigntaxi) Apple goes beyond fulfilling customer’s needs of what they want and desire, they give the feeling that no expense was spared. The Apple logo and name is one of the most recognizable in the world, simple and classic, which applies into a strong brand identity and a worldwide icon. It inspires something beyond loyalty, as apple’s customers are devoted brand ambassadors, which won’t choose to switch to another brand. Apple’s products differentiate in many ways compare to its competitors; it’s highly innovative products, easy to use with simple and stylish designs. Apple uses a strategy with limited supply......

Words: 1058 - Pages: 5

Premium Essay

Generation Apple

...Generation Apple I have chosen Apple as my company of choice. Apple has impacted my life in several different areas throughout the last decade. Their product has assisted me in my education; it has impacted and revolutionized my creativity through software they provide for music, video and photography. I have also been able to use my Apple products at work. Apple began in 1976 when Steve Jobs and Steve Wozniak founded Apple Computer Inc. The company had their highs; they were the first company to reach $1 billion in sales. They also had their lows; Jobs and other executives left the company during a management shake up. Today, Forbes lists Apple as #1 Most Powerful Brand, #15 of Global 2000 and #79 of World’s Most Innovative Company. Apple took their failures in design, management and production, studied them and turned them into triumphs. Overall, Apple has been a successful company that shows us the strength of endurance. In 2012 Apple with their newly released iPhone reported that their net income for the fiscal year was $41 billion and over $50 billion in operating cash. Their competitors Microsoft and Samsung were close but still did not overcome the branding that Apple has implanted so strongly into our lives. Samsung with their newly released Samsung Galaxy Note reported a revenue of $29.05 trillion Korean (approximately $24 billion in US) in 2012 and Microsoft with their newly released Windows 8 program reported an income of $24 billion. Apple has been......

Words: 1246 - Pages: 5

Premium Essay

Mr Apple

...Steve Jobs established the Apple Company in 1971. Since then it has delivered and produced the best products and have become a brand to reckon with. It is one of the most well-known electronics companies of the world and Apple consumers are brand loyal as well as they tend to associate themselves with the brand. The 1984 advertisement of Apple which was shown only once in the Super Bowl revolutionized the advertising industry and helped Apple in creating a brand image. Soon after the departure of Steve Jobs the company lost it brand image as the advertisements now focused more on the price and features of the product rather than the brand itself. However, Steve Jobs rejoined the company in 1997 and a campaign was launched call “Think Different” which again helped the company restore its brand image in the consumers mind. This paper will talk about the IMC campaign of Apple.. Introduction of the Organization Apple Inc. is well known for producing stylish, trendy, technologically advanced, and innovative products which are simple in nature and easy to use. Based in California, America, Apple is a brand introduced by Steve Wozniak, Steve Jobs, and Ronald Wayne on 1st April, 1976 focusing onsoftware and consumer electronics. Consumer electronics include mobile phones, personal computers, portable music players, peripherals, etc. Apple believes in revolutionizing the world by producing products with great quality and technological advancement, whether in electronic devices or......

Words: 471 - Pages: 2

Premium Essay

Integrated Global Marketing Case Study - Apple Inc

...Apple Inc. is one of the most profitable companies in the world and its Apple logo is recognized as a house hold name. “Apple Computer was incorporated in 1977 and went public in 1980.” (Finkle & Mallin, 2010) You cannot talk about Apple without talking about its co-founder Steven P Jobs. Both go hand and hand because without the vision and leadership of Steve Jobs, Apple would not exist nor have an array of products under its belt. “Jobs co-founded Apple Computer with Steve Wozniak in 1976. After founding Apple, Jobs was fired by the company's board of directors 10 years later at age 30. After his termination, he went on to create two more companies. During this period Apple went through three different CEOs and their stock price dropped to $2 a share. As a result, Jobs was invited back to join the company as CEO. Not only did Jobs rejuvenate Apple, but it flourished. Jobs led the company to the forefront with cutting edge products” (Finkle & Mallin, 2010) which are sold throughout the world. “His philosophy has always been to create products consumers will find easy to use and marry innovative technology to work productivity and personal entertainment.” (Mallin & Finkle, 2011) There product “line designs, manufactures and markets mobile communication and media devices, personal computers, and portable digital music players, and sells a variety of related software, services, peripherals, networking solutions, and third-party digital content and applications. The......

Words: 2296 - Pages: 10

Premium Essay

Apple Swot

...It will research Apple, Inc., and explain their strengths, weaknesses, opportunities and threats. The paper will show how these aspects impact the company. It will provide methods that management can use to overcome their weaknesses and threats, as well as how to take advantage of opportunities and strengths. The importance of a SWOT analysis A SWOT analysis is important to an organization because it analyzes the climate of the company overall. It provides a candid look at the strengths and weaknesses of the organization. This allows management teams to decide how to best use the strengths of the company, and how to improve the weaknesses. When goal setting and long-term planning, these are areas that either can be exploited, or need improvement. When reviewing opportunities and threats, an organization must look at its corporate environment. The opportunities are aspects of the environment that a company can take advantage of such as a way to expand or grow customers. Threats to an organization can come in many forms. A company must make every effort to avoid or minimize threats to its bottom line, or even its mere existence. A SWOT analysis helps to identify what is good and what needs improvement in a company. While strengths and weaknesses are the internal indicators of an organization’s need for improvement, opportunities and threats are the external forces that determine needed changes within a company (Jurevicius 2013). Explanation of Apple, Inc.’s SWOT and...

Words: 1913 - Pages: 8

Premium Essay

Marketing Final

...It makes no sense to have brilliant marketing programs to sell world-class products if the products aren’t available at the right time, at the right place, and in the right form and condition when consumers want them. Apple excelled at this by having A. enough money to support its product introductions B. a finely tuned supply chain C. top-rate designers D. loyal customers E. global reach 2. An effective message (e.g., found in any type of promotional activity) must accomplish all of the following except: A. It gains the attention of the receiver of the information B. It stimulates the brand team to implement the marketing mix C. It suggest an appropriate way of satisfying the consumers’ needs D. It achieves understanding between the sender and the receiver of the information E. It stimulates the receiver’s needs 3. Guerilla marketing A. Involves attacks by "commercial terrorists" on the promotional programs of other firms. B. Usually attempts to be funny, maybe even outrageous -- but never offensive. C. Has the problem, because of its very low-key delivery, of often failing to be noticed by consumers. D. Is not under the control of the firm E. Avoids traditional media and uses innovative, low-cost ways to reach a target market. 4. Company sponsored disaster relief projects, such as Duracell Power Relief Trailer, Pepsi Refresh, and Tide Loads of Hope, are all examples of which promotional technique ? A.......

Words: 1319 - Pages: 6

Premium Essay

บทบาทของ Imc ในกระบวนการการตลาด

...บทที่ 2 บทบาทของ IMC ในกระบวนการการตลาด ในบทนี้จะลงรายละเอียดว่ากลยุทธ์การตลาดมีผลต่อบทบาทหรือการส่งเสริมการตลาด และการตัดสินใจการส่งเสริมการตลาดต้องทำงานร่วมกับส่วนอื่นๆ ของส่วนประสมทางการตลาด (Marketing Mix) อย่างไร กล่าวคือองค์ประกอบทั้งหมดของส่วนประสมทางการตลาดต้องไม่มีการเปลี่ยนแปลงในแผนกลยุทธ์ที่ส่งผลไปยังโปรแกรมการสื่อสารการตลาดแบบครบวงจร เราใช้แบบจำลองในรูปที่ 2-1 : แบบจำลองกระบวนการการตลาดและการส่งเสริมการตลาด เป็นกรอบสำหรับการวิเคราะห์ว่าการส่งเสริมการตลาดเหมาะกับกลยุทธ์การตลาดและโปรแกรมต่าง ๆ หรือไม่ แบบจำลองนี้มีองค์ประกอบสี่ส่วนคือ กลยุทธ์และการวิเคราะห์การตลาดขององค์กรกระบวนการทางการตลาดสำหรับตลาดเป้าหมาย การพัฒนาโปรแกรมการวางแผนการตลาด (ซึ่งรวมถึงส่วนประสมการส่งเสริมการตลาด) และตลาดเป้าหมาย ดังที่แสดงไว้ในโมเดล กระบวนการทางการตลาดจะเริ่มต้นจากการพัฒนากลยุทธ์และการวิเคราะห์ทางการตลาดซึ่งบริษัทตัดสินใจเลือกสินค้าหรือบริการสำหรับตลาดที่ต้องการ แล้วเลือกองค์ประกอบต่างๆ ของส่วนประสมทางการตลาด (Marketing Mix) เพื่อทำงานร่วมกันเป็นโปรแกรมการตลาด (Marketing Program) ที่จะเข้าถึงตลาดเป้าหมายอย่างได้ผล โปรแกรมการตลาดนั้นส่งผลไม่เพียงแต่กับผู้ซื้อปลายทางเท่านั้นแต่ยังรวมไปถึงช่องทางหรือทางร้านค้าที่กระจายสินค้าไปยังผู้บริโภคด้วย สมาชิกของช่องทางการขายเหล่านี้ต้องได้รับการโน้มน้าวให้เชื่อด้วยว่าสินค้าของบริษัทจะขายได้ เพื่อให้ร้านค้าสั่งซื้อสินค้านั้นๆ และพยายามเสนอขายสินค้านั้นให้กับผู้บริโภค ดังที่ได้แสดงไว้ในบทที่ 1 องค์ประกอบทั้งหมดของส่วนประสมทางการตลาดซึ่งได้แก่ สินค้า (Product) ราคา (Price) การจัดจำหน่าย (Place) และการส่งเสริมการตลาด (Promotion)......

Words: 967 - Pages: 4

Premium Essay

Sfsfs

...How should Sephora allocate budget across the various digital categories? <Chart 1 – Marketing vehicle, directions of media in IMC process> Sephora’s digital media budget allocation should be planned to execute distinctive strategy and exploit on-line market growth. After analyzing Sephora’s differential advantages over other competitors from customers’ view of purchase process, we could concluded that it should strengthen advantages of ‘Conviction’ stage as differential sources which represent ‘Beauty experts’ and ‘advice’. Furthermore, we also decided that it is vital to consider repetition-purchase-rate and get additional investment on mobile applications to respond to increase of on-line formats. Since the case did not provide customers’ purchase process of Sephora specifically, we analyzed the case by using basic model of integrated marketing communications (IMC) and defined each media’s attribute by evaluating qualities of them through team discussion. We considered directions of each media in the process not allocating budget quantitatively since there was no conversion rate, unique visitor and unit cost in the case. A. Conviction efficiency – 40% ($ 400,000) : Beauty Talk It is very necessary for Sephora to make positive conviction to potential consumers to retain more actual purchase from them. Actually, it should focus on marketing resources and make company’s differential strategy by activating interactive resources, Sephora’s advantage.......

Words: 1688 - Pages: 7