Ch. 16 - Advertising, Public Relations and Sales Promotion

Apple Inc has become very famous for its advertisements since 1980s. 
Its most significant ad campaigns include the super bowl commercial in 1984, the 1990s The think different campaign, and the "iPod people" of the 2000s.

The "think different" campaign is 

one of the most successful campaigns in the history of advertising.During the 90's, Apple was in a crisis and with only one campaign, they were doing better. The campaign consisted of two main parts : the black and white television commercial and a print campaign. 

Steve Jobs said: “It only took 15 . . . 30 . . . maybe 60 seconds to re-establish Apple’s counter-culture image that it had lost during the 90s”.

When it comes to sales promotion, apple knows best. Apple uses short-term techniques to persuade their target market to buy their products. Some examples of promotion sales are : the money back guarantees, rebates etc. The apple stores are very distinct and captivating because they expose all their products for consumers and they allow them for example to surf on the web from any computer or lister to music on ipods and experience the iPhone and its features. This lets consumers to be more comfortable with the product and familiarize themselves with them. 

Another example of Sales promotion is when college students buy the Macbook during summer they can get any free iPod they want and a free printer. This promotion will highly increase the sales of the Macbooks. When you purchase a concet ticket through Ticketmaster, you can purchase the corresponding artist's album for $1 off the iTunes Store price.