Marketing presentation for Consumer Behaviour about Stylystic properties in ads and how they are recieved by the consumer. Done about 6 months before the release of the iPhone.
12. Features the cereal box shot from a low, upward looking point of view or from a high, downward looking point of view
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16. Combines a “revolutionary mobile phone, a Widescreen iPod with touch controls, and a breakthrough Internet communications device…”
17. Up to 5 hours talk/audio/browsing; up to 15 hours audio playback
18. Speculated that in Canada, Rogers will act as the primary carrier for the iPhone
19. In the US, the 4 GB iPhone will retail for about $499 on a two-year contract, and about $599 for the 8GB iPhone______________________________________________________________________ Creative Execution Textbook Execution Intro Apple iPhone Summary Article
23. Steve Jobs resigned in 1985, but returned in 1996 to help revive the company
24. In 2005 Apple operated with revenue of over $13.9 billion, and net income of $1.3 billion; Apple has spent as much as $100 million on US advertising campaigns (iMac)______________________________________________________________________ Creative Execution Textbook Execution Intro Apple iPhone Summary Article
27. As cell phones are becoming a necessity, major influences for purchase now include new technology, design and appearance, relative price, and the associated calling plan
28. People also tend to choose cell phones that will enhance their image in the public eye
29. Web-based support systems are becoming a major selling feature – iPhone has this______________________________________________________________________ Creative Execution Textbook Execution Intro Apple iPhone Summary Article
83. Textbook Application Psychographics: Values, Personality and Lifestyles( Different Ad Designs + Implementation for Different Lifestyle Segments ) Adoption of, Resistance to, and Diffusion of Innovations( Dynamically Continuous vs. Discontinuous ) Motivation, Ability and Opportunity( High Involvement Product ) Memory and Retrieval ( Brand Familiarity & Loyalty, Goal Attainment & Need Discrepancies ) Symbolic Consumer Behaviour( Social Class & Reference Group Emblems, Expressiveness Function ) ______________________________________________________________________ Textbook Execution Creative Execution Intro Apple iPhone Summary Article
88. CPM varies with each market; cost of production, media space, and viewers all vary ______________________________________________________________________ Textbook Execution Creative Execution Intro Apple iPhone Summary Article Execution
114. Public ad venues: airport ads, bus ads, wrapped buses______________________________________________________________________ Textbook Execution Creative Execution Intro Apple iPhone Summary Article Summary
115. Examples of previous public advertising by Apple for the iPod: ______________________________________________________________________ Textbook Execution Creative Execution Intro Apple iPhone Summary Article Summary Toronto, Canada (macbillboard.com)