Apple Multimedia Framework
Apple marketing communications mix explains the company’s stance towards individual elements of the marketing communication mix such as print and media advertising, sales promotions, events and experiences, public relations, direct marketing and personal selling. The main aim behind Apple marketing communications mix is to communicate the marketing message of the brand to the target customer segment through elements listed above. Apple is effective in using elements of the marketing communication mix in an integrated manner to ensure the consistency of the marketing message.
Apple Print and Media Advertising
Since its foundation more than 40 years ago Apple has been using print and media advertising extensively to promote the brand in general and new products in particular. The following is the list of the most memorable print and media advertising campaigns launched by Apple:
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- “Misunderstood”, a Christmas ad of 2013 won Emmy Award for the year’s most “Outstanding Commercial.”
- “40 Years in 40 Seconds” is a viral video that chronicles 40 years of the company in 40 seconds
- “Meu Bloco na Rua” (2017) is the latest ad released in Brazil for the Rio Carnival, highlighting the iPhone 7 Plus’ new portrait photography mode
Apple also uses celebrity endorsements in print and media advertising extensively. In the past Apple’s ‘Think Different’ print and media advertising materials featured the images of innovators and pioneers in different areas such as Albert Einstein, Alfred Hitchcock, Charlie Chaplin, Dalai Lama and Jimi Hendrix. Present cases of Apple celebrity endorsements include Aubrey Plaza, Neil Patrick Harris, Drake, Taylor Swift and others.
Apple Sales Promotions
Sales promotions represent short-term incentives to commit to the purchase and Apple uses some forms of sales promotions marketing technique as discussed below:
1. Point of sales materials. Apple Stores are designed in an attractive format and people have a chance to use Apple products. Each Apple Store has creative and unique elements. For example, trees are used as partitions inside the first Apple Store in Thailand[1] and Apple Store in Chicago has Macbook-shaped roof.[2]
2. Free gifts. Apple does not offer free gifts as a part of its marketing strategy. Apple used to run 12 Days of Free Gifts giveaway during Christmas period since 2008 from its App Store; however the company ceased this practice in 2014.[3]
3. Loyalty programs and cards. Interestingly, unlike the majority of premium brands, Apple doesn’t have a formal customer loyalty program. It has been noted that “the reason Apple doesn’t have a loyalty program has nothing to do with the potential difficulty ofstarting a loyalty program for their brand. As one of the wealthiest companies in the world, they can more than afford an effective retention strategy that rewards their best customers for their brand loyalty. No, the reason Apple doesn’t have a loyalty program is because they already have a retention strategy – it’s just not labelled as one”[4]
4. Seasonal sales promotions. Apple rarely uses seasonal sales promotion marketing technique. However, major resellers regularly announce sales promotions techniques to sell Apple products. There are a few other exceptions to the Apple no-discount pricing strategy. For example, when a new generation of iPad, iPhone, iPod or computers are about to be released, authorized Apple products dealers are given permission to discount their existing inventory to make room for the newest releases.[5]
Apple Inc Report contains a full analysis of Apple marketing communication mix and Apple marketing strategy in general. The report illustrates the application of the major analytical strategic frameworks in business studies such as SWOT, PESTEL, Porter’s Five Forces, Value Chain analysis, Ansoff Matrix and McKinsey 7S Model on Apple. Moreover, the report contains analyses of Apple leadership, organizational structure and organizational culture. The report also comprises discussions of Apple business strategy, ecosystem and addresses issues of corporate social responsibility.
[1] Crook, L. (2018) “Foster + Partners use trees as partitions inside Thailand’s first Apple store” Dezeen, available at: https://www.dezeen.com/2018/12/13/foster-partner-thailand-apple-iconsiam-store/
[2] Gibson, E. (2017) “Macbook-shaped roof tops Foster + Partners’ glazed Apple Store in Chicago” Dezeen, Available at: https://www.dezeen.com/2017/10/20/apple-store-michigan-avenue-foster-partners-chicago-riverfront-macbook-shaped-roof/
[3] Macro, A. (2014) “Apple’s 12 Days of Gifts giveaway 2014/2015: How to find free apps and free music” Macworld, Available at: http://www.macworld.co.uk/news/iphone/free-apps-free-music-apples-12-days-gifts-christmas-gifts-giveaway-2014-cancelled-3493145/
[4] Burkard, K. (2016) “Why Apple Doesn’t Have a Loyalty Program” Available at: https://www.sweettoothrewards.com/blog/apple-doesnt-have-a-loyalty-program/
Apple Multimedia Frameworks
[5] Farfan, B. (2019) “When Does Apple Use Promotional Pricing?” The Balance, Available at: https://www.thebalancesmb.com/apple-deals-promotions-2891801