“Think different. For the rest of us. Everything is easier on a Mac. Millions of customers ignore Apple Computer when they purchase their PCs, but but over the years it’s been much harder to ignore the company’s subversive, catchy advertising. From its groundbreaking Super Bowl spot in 1984 to the iconic ‘silhouette’ iPod ads, the company has developed a knack for keeping its finger on the pulse of what’s interesting, quirky and cool,” Leah Hoffmann writes for Forbes.
“‘The quality of Apple’s advertising is consistently above average,’ said Allen Adamson, managing director of the New York offices of brand consultancy Landor Associates. ‘And more often than not, it’s world class.’ Apple’s ads are powerful in part because they all reinforce the same branding message. Apple prides itself on appealing to the discerning customer, the person who, as one slogan famously had it, thought differently. And that message–of creativity, counterculture and good taste–is one that Apple has portrayed consistently in its advertising for the past 30 years,” Hoffmann writes. “…High-concept advertising doesn’t come cheap. Apple has spent more than $100 million thus far marketing the iPod to digital media lovers across the globe, and many more millions marketing their other products.”
Full article here.
MacDailyNews Take: Imagine $100 million worth of Mac advertising. It’s not like Apple doesn’t have several billion in the bank. Here’s hoping the “Retail Stores as Mac Advertising” concept is working as well as traditional advertising seem to have worked for the iPod.
• Apple’s brand new iPod Hi-Fi speaker system. Home stereo. Reinvented. Available now for $349 with free shipping.
• Apple’s new Mac mini. Intel Core, up to 4 times faster. Starting at just $599. Free shipping.
• MacBook Pro. The first Mac notebook built upon Intel Core Duo with iLife ’06, Front Row and built-in iSight. Starting at $1999. Free shipping.
• iMac. Twice as amazing — Intel Core Duo, iLife ’06, Front Row media experience, Apple Remote, built-in iSight. Starting at $1299. Free shipping.
• iPod Radio Remote. Listen to FM radio on your iPod and control everything with a convenient wired remote. Just $49.
• iPod. 15,000 songs. 25,000 photos. 150 hours of video. The new iPod. 30GB and 60GB models start at just $299. Free shipping.
• Connect iPod to your television set with the iPod AV Cable. Just $19.
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