“Apple’s marketing has been so focused on growing its iPod/iTunes business that it had been four years since the company put some national ad gusto behind its Mac computer line,” Theresa Howard and Jefferson Graham report for USA Today.
“Capitalizing on its iPod chic — and with a lineup of Macs transformed last spring with Intel chips to talk about — Apple again has been flexing its marketing muscle behind its computers with an ad campaign that began in May. The campaign now has 12 ads — created by longtime Apple agency TBWA/Chiat/Day, Los Angeles — that feature two characters who personify the PC and Mac,” Howard and Graham report.
Howard and Jefferson Graham report, “The campaign uses the same tone to promote the differences between PCs and Macs as the Switcher ads, but the characters put more humor into the ads. ‘We wanted to try and get some perspective out there in a fun way and remind people of some of the things they probably already know, and talk about how the Mac might be a little better,’ Steve Jobs, Apple’s CEO, said in an interview.”
Howard and Jefferson Graham report, “The ads got an above-average response from consumers surveyed by Ad Track, USA Today’s weekly poll: 25% like them ‘a lot’ vs. the Ad Track average of 21%, and 22% rate them ‘very effective’ vs. the average of 21%.”
Full article here.
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