Apple Ad Campaign Critique

1. Apple Ad Campaign Critique Team 6 Kim Dae-Hyun, Kim Young-Ran, Hahm Seung-Wan Lee Eun-Kyung, Moon Sung-Jin

2. AGENDA General Introduction Advertisement Showcase Theoretical Analysis Summary

4. Founder: Steve Jobs, Steve Wozniak, Ronald Wayne

5. Revenue : US$ 32.48 billion(2008)

6. Employees: 35,000 (2009)2007, iPhone 2007, Apple TV 2006, MacBook with intel chip Sales by product 2003, iTunes/ Power Mac G5 2001, iPod / OS X 1998, iMac 1997, rehiring Jobs 1996, Acquisition with NeXT 1994, PowerMac family 1991, Powerbook 1987, MacII 1985, First ever quarterly loss, laid of one-fifth of employees 1985, Resignation of Jobs 1984, Macintosh 1983, Apple Lisa 1978, Apple II 1976 Foundation 1976 2005 1989 1985 1980 1995 1993 1997 1991 Spindler Yrs Steve Jobs Years Steve Jobs Years SculleyYears Amelio Yrs

8. 1997 : “Think Different” ad campaign was created

9. 2002 : “Apple Switch” ads

10. 2006 : “Get a Mac” more famously known as PC vs. Mac

12. About the Campaign The campaign launched on September 28, 1997 and maintained until 2002 It was created by the TBWA agency It created as a tribute to the innovating minds that truly changed the world by thinking in ways others never did. The campaign speaks about the brand image not the product. The print and billboard were one of a kind and Instead of just advertising in Mac and common computing magazines, Apple purchased areas in popular magazines and fashion magazines. They constantly changed their ads & made revisions. 6 Campaign 1 : Think different

13. The Campaign's Outcome Unlike some of Apple's earlier ads, it received glowing press attention & was remarkably popular Reestablish Apple's counter-culture image that it had lost during the 90s The ads won numerous awards and made Apple an idolizing company once again. The campaign showed company’s vision & philosophy and contributed to build brand image. 7 Campaign 1 : Think different

14. 8 Campaign 2 : Apple Switch

15. About the Campaign Switch was an advertising campaign launched on June 10, 2002. The people acting in these ads were “Real people" who had "switched" from the Microsoft Windows platform to the Mac, that the Mac is made for anyone. The ads concentrated on the comparison with their opponents and points out the disadvantages of having a PC. The background music is "Spit" by John Murphy. Localized versions of the commercials, with local "switchers", aired in Iceland and Japan. 9 Campaign 2 : Apple Switch

17. Research about the campaign effectNegative response 55.6%(Source: http://www.macpolls.com/?poll_id=234)Due to the simplicity of the ad, many parodies surfaced on the net shortly after the campaign started The advertising concept of the Mac's advantages over the PC was later revived for the Get a Mac campaign in 2006 SwitchersAmerican Switchers: 31Japanese Switchers: 9 10 Campaign 2 : Apple Switch Aaron Adams Sarah Whistler Mark Frauenfelder Liza Richardson Dave Haxton Damon Wright Dianne Druyff Patrick Gant Juan Proano More: http://www.esm.psu.edu/Faculty/Gray/switch-ads.html

18. 11 Campaign 3 : Get a Mac - Restarting

19. 12 Campaign 3 : Get a Mac - Broken Promises

21. It has been shown in many other countries – the United States, Canada, Australia, New Zealand, the United Kingdom and Japan.

22. The ads in the campaign have become easily recognizable

23. Each ad follows a standard simple template: against a minimalist all-white background

24. A man dressed in casual clothes introduces himself as a Mac

25. A man in a more formal suit-and-tie combination introduces himself as a Windows PC

26. The two then act out a brief vignette in which the capabilities and attributes of Mac and PC

27. Smug superiority continues to be Apple’s brand strategy since switch ads IM558 Media Customer Analysis (Prof. Park Byung Ho)

29. In the second quarter of 2007, The sales are up by 36% for Macs.

30. The Get a Mac campaign received the Grand Effie Award in 2007

31. Microsoft responded to the Get a Mac advertising campaign in late 2008 by releasing the “I'm a PC” campaign

32. featuring Microsoft employee Sean Siler as a John Hodgman look-alike

33. the Microsoft ads show PC users instead defining themselves PCsMore : http://www.apple.com/getamac/ads/

34. Through the ad campaigns, Apple acquired its creative brand image From the view of 1st & 3rd campaign, consumers organized new schema in their memory It’s difficult to find the factor about schema theory in 2nd campaign 15 Theoretical Analysis - Schema Theory Mac 1st campaign IT Technology Minority Fruit Creativity Genius Difference Innovation Change Superiority Craziness 3rd campaign Casualness

36. Well-known celebrities

37. No color, black and white image

38. Narration of Richard Dreyfus

40. Famous models because of this ads

41. Familiar music

42. Quick scene change‘Broken promise (2009)

44. Phased out in 2003

45. ELM(Central Route)Mac's advantages over the PC

46. Protection Motivation TheoryHard to operate the PC Perceived Threat

47. a systematic form of purposeful persuasion that attempts to influence the emotions, attitudes, opinions, and actions of specified target audiences for ideological, political or commercial purposes through the controlled transmission of one-sided message. 7 methods: Name Calling, Glittering Generality, Transfer, Testimonial, Plain Folks, Card Stacking, Bandwagon TestimonialConsists in having some respected or hated person say that a given idea or program or product or person is good or bad Plain Folksis the method by which a speaker attempts to convince his audience that he and his ideas are good because they are ‘of the people’ the ‘plain folks’ 18 Propaganda