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IPad Advertising Plan

Extracts from this document...

Introduction

ECLECTIC ADVERTISING Samaira Sabir (07000022) Silvia Calo (07050977) Inga Braukylaite (06055906) Eferoghene Sakutu (M304554) Stephanie Happacher CONTENTS TABLE 1 - Executive Summary........................................................................................................Page 4 1.1 Introduction............................................................................................................Page 2 - The Company.................................................................................................................Page 2.1 - Apple Inc............................................................................................................Page 2.2 - Organisational Structure....................................................................................Page 2.3 - Sales....................................................................................................................Page 2.4 - Organisational Strategy......................................................................................Page 3 - Apple Product's................................................................................................................Page 4 - iPad...................................................................................................................................Page 4.1 - iPad Specification.................................................................................................Page 4.2 - iPad Accessories.................................................................................................. Page 4.3 - iPad Features.........................................................................................................Page 4.4 - iPad Pro's and Con's.............................................................................................Page 5 - Apple's Competitors......................................................................................................... Page 6 - iPad's Competitors...........................................................................................................Page 6.1 - Tablet PCs.............................................................................................................Page 6.2 - E-book Readers......................................................................................................Page 7 - iPad's Primary Target Market......................................................................................... ..Page 7.1 - Socio-economic group........................................................................................... Page 7.2 - Age..........................................................................................................................Page 7.4 - Household Size.......................................................................................................Page 7.5 - Gender....................................................................................................................Page 7.6 - Working Status.......................................................................................................Page 8 - iPad's Secondary Target Market....................................................................................... Page 9 - IPad's Primary and Secondary Target Audience..............................................................Page 9.1 - Primary Target Audience.........................................................................................Page 9.2 - Secondary Target Audience......................................................................................Page 10 - Pest Analysis..................................................................................................................Page 10.1 - Political/Legal Factors.............................................................................................Page 10.2 - Economical Factors.................................................................................................Page 10.3 - Sociological Factors.................................................................................................Page 10.4 - Technological Factors............................................................................................Page 14.1 - Strengths......................................................................................................................Page 14.2 - Weaknesses............................................................................................................Page 14.3 - Opportunities.........................................................................................................Page 14.4 - Threats....................................................................................................................Page 12 - SWOT Analysis..............................................................................................................Page 12.1 - Strengths................................................................................................................Page 12.2 - Weaknesses............................................................................................................Page 12.3 - Opportunities.........................................................................................................Page 12.4 - Threats....................................................................................................................Page 13 - Advertising Strategy........................................................................................................Page 14 - Creative Solutions...........................................................................................................Page 14.1 - Characters and Imagery.........................................................................................Page 15 - Media Solutions ..............................................................................................................Page 15.1 - Outdoors................................................................................................................Page 15.2 - Television............................................................................................................Page 15.3 - Press......................................................................................................................Page 15.4 - Internet....................................................................................................................Page 16 - Budget...........................................................................................................................Page 17 - Media Timeline..............................................................................................................Page 18 - Measuring Effectiveness.................................................................................................Page 18.1 - Methodology............................................................................................................Page 18.2 - Why We measure.......................................................................................................Page 19 - Creative Brief................................................................................................................Page 20 - References...................................................................................................................Page 21 - Appendices...................................................................................................................Page 22 - Group Diary..................................................................................................................Page 1 - EXECUTIVE SUMMARY ECLECTIC ADVERTISING has created an advertising campaign that will ensure the successful launch of Apple's newest product the iPad in to the market. In order to do so, ECLECTIC ADVERTISNG had to come up with a new approach to Apple's brand image and identity without compromising the core brand associations. It was essential to carry out detailed analysis about the market environment where the company will operate in. ...read more.

Middle

Moreover variety of laws and regulations could affect Apple's financial condition and operating results by requiring recycling of Apple's products or safe disposal of unwanted products. Considering and respecting laws when launching a new marketing campaign is essential as regulating bodies (Advertising Standards Authority, Statutory Duties and Regulatory Principles) can interfere in Apple's campaign and as a result the company can lose the respective campaign, money and time. 10.2 - ECONOMICAL FACTORS The main factors which contribute to economic factors within the PC's and Laptops industry are: unemployment; inflation and interest rate. During the economic downturn consumers are more likely to cut on household goods, such as PCs and Laptops. Economic downturn had a huge affect on people's spending as consumers confidence had been affected by high unemployment as well as by falling houses prices. Consumers also experienced tighter credit which means that it was even harder to borrow the money as the rules became much stricter. 10.2.1 - Interest rates "Interest rates could stay at record low of 0.5 per cent throughout next year to underpin a UK recovery"., (The Independent, 2009). According to Mintel (PCs and Laptops, 2009) in March 2009, interest rates were reduced to 0.5% which is historical low. The Bank of England cut its base rate to a record low 0.5%. It means that mortgage holders might benefit from this decision, as they will have more disposable income due to loans and mortgage repayments being lower. However as the interest rates are very low now, it is expected that it will increase in the future. When it starts rising, it might be quite sharp and sudden. which could have a huge affect on customers, as their disposable income would decrese. Furthermore low interests rates means that loans might be harder to source; this would have an impact on consumers who are planning to borrow the money to purchase Apple's products. ...read more.

Conclusion

In measuring the campaign effectiveness it will result in: > Improved decision making > An improved campaign > Cost savings > Reduced risk > Accumulated wisdom about the marketing environment. 19 - THE CREATIVE BRIEF ECLECTIC ADVERTISING AGENCY Project: New advertising campaign for launch of Apple iPad Date: CLIENT: Apple Inc. MEDIA BUDGET:?? PRODUCT: the iPad PRODUCTION BUDGET:?? BACKGROUND: The iPad is Apple's latest product to be launched into the market. It is a revoluntary product as it is seen as a very bold and ambitious product and unlike a PC or a laptop but comes under the category of tablets. Following recent speculations about the iPad being "just" a larger version of the iPhone we want to show our target audience that the iPad has a lot more to offer and persuade them to be interested in the product as well as encourage purchase. As the economy is recovering from the recent recession and the iPad is being launched in to a highly competitive and rapidly evolving technological industry, it is essential that Apple understand the importance of not cutting back on the advertising expenditure. CAMPAIGN REQUIREMENT Attractive visual look of the iPad TARGET AUDIENCE The iPad campaign will be primarily aimed at young people in the AB socio-economic group who have the need for fun in their lives. These individuals may have already heard about the iPad and are looking for additional information on the products features and benefits for amplification and verification. THE SINGLE MOST IMPORTANT MESSAGE WE WANT TO SAY Once you've tried it....Nothing will ever look the same WHY SHOULD PEOPLE BELIEVE THIS? Compared to their competitors people believe that Apple products are revolutionary. Apple has always been associated through its advertising as being consistently above average. TONE OF VOICE > Down to earth, honest, element of humour > Dynamic, experienced, exciting, fun, communicative. MANDATORY REQUIREMENTS Emphasize the functional benefits of the iPad WHAT IS THE ADVERTISING INTENDED TO ACHIEVE? To convince our target audience that the iPad is a must-have gadget. ...read more.

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