Ch. 17 - Advertising and Public Relations

According to MKTG5 Advertising is defined “as impersonal, one-way mass communication about a product or organization that is paid for by a marketer.”

In the past two decades, Apple Inc. has become well known for its advertisements. Its most significant ad campaigns include the "1984" Super Bowl commercial, the 1990s Think Different campaign, and the "iPod people" of the 2000s. 

This ad is the perfect example for the creatively and uniqueness Apple uses in its ad's. Apple has always been a trendsetter when it comes to style and technology, but with these ads, Apple had started something epic...the silhouette of a person dancing to a song that they're listening to on their Ipod. By viewing this ad, a person can imagine themselves owning an Ipod and jamming wherever or whenever. These ads help take mp3 players to another level where Microsoft created some competition with a product called Zune. There were other companies creating ads very similar to Apple’s. This was a great marketing strategy and the profits showed for Apple. Today, Ipods still are the biggest music player in the world. Various types have hit the stores over the years. Apple continues to be the cutting edge company in technology, and this was the ad to help take Ipods to a new level.

Apple mainly focuses on product advertising, According to its annual filing; Apple spent $933 million on advertising in 2011, $691 million in 2010, and $501 million in 2009. Its total sales those years were $108.249 billion, $65.225 billion and $42.905 billion. Apple Inc. have deepen discussions to start an advertising-supported streaming radio service by early next year, because sales of music downloads are declining , Apple and record companies want to create new ways for customers to discover and buy digital music.

 

According to the MKTG 5 Public relation refers “Public relation is the element in the promotional mix that evaluates public attitudes, identifies issues that may elicit public concern, and executes programs to gain public understanding and acceptance.” For Apple Inc. the public relation can be defined as a