Get Personal. (Hormby) The Campaign On May 2, 2006, Apple launched ‘Get a Mac’, which now, in 2008, has climaxed to over 50 television and web commercials. CMBA4,1418. I am positive that this campaign will make many users switch to a MAC and also get loyal customers. “Apple’s Ad Game” Macworld (2008): Vol 25, Issue 2. Funny Business. Its general message to its viewers is to inform them of the benefits of switching to, or choosing a Mac computer and the disadvantages for even considering a PC. Take for example the ‘Party is Over’ commercial.PC is holding a party full of men, no women, all in suits and glasses and talking about computer technology. com/getamac/ads/;. Building Around Lifestyle: Marketing In the Twenty First Century. 32-33. For instance, a Cavailer can get you to point A to point B just as effectively as a Hummer, but at a fraction of the cost. Use your improved knowledge of your audience to create content that … PC’s get viruses, we can’t do as much out of the box… ” MAC: “I don’t know why you are so hard on yourself, I don’t get it” Counsellor: “Mac why don’t you say something positive about PC MAC: “Ok!Easy, PC you are a wizard at numbers and you dress like a gentleman” PC: “Well Mac, I guess you are a little better at creative stuff, even though its juvenile and a waste of time” PC continues to present himself as an insecure, immature reluctant individual willing to hear anything positive Mac has to say about him, as he is green with envy. It has even seen international success in the UK and Japan who have each adapted a version to their culture. Patti, Charles H. Advertising: A Decision- Making Approach. Edwards, Cliff. This GAM campaign targeted an audience that was not exactly the most ‘tech savy’. Pick up tips, tactics, and strategies for gathering audience data. The message of the campaign was: Be bold, be you. ” Wilfrid Laurier University, Waterloo, ON, 4 February 2008. MAC Cosmetic’s targets a younger age group with its vibrant colors, high contrasts, and high saturation within their advertisements as well as their makeup collections. Define Your Target Audience. Although the percentage of Mac users has significantly grown in the past years, PC users heavily outweigh in comparison given that 95% or so of all computer users own a PC. Through its use of celebrities, revolutionaries and thinkers such as Gandhi,Pablo Picasso, and Alfred Hitchcock, Apple has successfully re-established its image of sophistication with minimal attention to its software. Molloy, Patricia. MAC (Makeup Art Cosmetics) is originally a Canadian company that have been operating for more than 20 years and it has already penetrate to many countries all around the world, in the North and South America at most. If you know your target market demographics well, you can use that info to create an audience to reuse in many of your campaigns. There is a market for people who want a Big Mac on everything. Hodgman is unveiled as your everyday, annoying, know it all nerd, that is so awkward he is hilarious, yet he stands for everything you do not want to be; old, overweight, out of date, etc. Branded into my youth, it inspired me to become a Mac consumer for it was something so fresh and unique in a sea of standardization. Looks like you’ve clipped this slide to already. This GAM campaign targeted an audience that was not exactly the most ‘tech savy’. html;. (Apple Inc. ) Creatively, GAM has succeeded as well. At the 1st Annual Belding Awards, which recognize the best advertising created in Southern California, the campaign was voted “Best in Show” and won the sweepstakes prize. In fact, over 50% of ads perceived funny fail, while over 70% of ads found dull and boring, fail. The target audience of these ads is not devoted PC users but rather, those who are more likely to "swing" towards Apple. 1. 6 Emotional and Social Development in Infancy and Toddlerhood, Chapter 2 Access control and Identity all questions, Free online plagiarism checker with percentage. Apple realizes that many consumers who choose PCs do so because of their l… To set up a saved audience, navigate to the Audiences page. (Patti 196) As a result Apple effectively and efficiently sells an image, rather than their product. The campaign created the image and lifestyle Apple stands for in contemporary society, an image that GAM presents to a new generation of potential Mac enthusiasts. Stevenson) He presents himself as an irritating friend, always in need of something and loathing in self pity. Leiss, William, et al.Social Communication in Advertising . 1. The trick here is that identifying a target audience in B2B can be a bit more difficult than it is in B2C. A target audience is a group of people who are categorized by things such as behavior and demographics. The symbolic value of an Apple consumer is favourably ranked alongside Nike, Marlboro and even DeBeers Diamonds. You can change your ad preferences anytime. The best Apple ad from each year since its 1984 Super Bowl hit Remember that your target audience should include age, location, interests, habits, salary, or any other characteristics that are important to your industry or market segment. Through the use of female celebrities including Lady Gaga, Rihanna, Miley Cyrus, and other young cultural stars, it is believed that its target It sells brand cosmetics of high quality that is intended for professional as well as everyday usage. Moren, Dan. Comprehensive profiles of your perfect target audience include: Demographics: age, income, gender, geographic location and others As suggested by MurcottJansson, a Mac consumer is consuming at an emotional stage, seeking self gratification through the image and style of goods rather than in their utility value. ‘Think Different’ was developed to rejuvenate Apple’s image after suffering from a heavy loss (in the millions) in the early 90’s. Adding event tracking to your site shows you how visitors are interacting with your … The ads play on perceived weaknesses of non-Mac personal computers, especially those running Microsoft Windows, of which PC is clearly intended to be a parody, and corresponding strengths possessed by the Mac OS (such as immunity to circulating viruses and spywaretargeted at Microsoft Windows). Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. (Stevenson) The following cartoon pokes fun around the same issue: Cartoon Advertisement Spoof (Goel) This comic which was created by a PC user reflects the irritation and hate towards Mac trying to instil its idea of ‘cool’ into the hearts and minds of the general population. In this ad campaign, Mac focuses on the idea of a computer that is “user-friendly”, and emphasizes a charismatic visual appeal to their product, while technical specifications of the product are not focused on. The Advertising Agency: TBWA With a campaign as big as GAM, it is only fitting to have the world’s largest advertising agency behind it. “Consumer Society and Consumerism. Thus, he wants a macaroni and cheese that can impress his sweetheart with its delicious taste. Pixels are small bits of code you can put on a webpage to gather information about visitors’ online behaviors. The twosome at the forefront of the ‘Get a Mac’ (GAM) campaign have made it far from easy to ignore, in fact this campaign is proving to be one of a kind. See our User Agreement and Privacy Policy. You can do this by building a consumer persona. Apple: Get a Mac Campaign The “Get a Mac” campaign features actors John Hodgman and Justin Long as PC and Macintosh computers, respectively, in a series of 30-second television spots. The target audience for this ad would be an average, middle-class PC owner. 08 August 1997 ;http://www. Casting Actor Justin Long plays the personification of Mac.Although having small film roles in movies such as Dodgeball and Waiting, he is mostly known for his relationship with Hollywood superstar Drew Barrymore. It has been criticized for promoting discrimination through bullying and reinforcing the stereotypes of nerds and the cool kids, sending a negative message to the youthful generation it is aimed towards. Analysis of Target Audience and Casting Essentially the campaign is a consumer ethos one; the question of buying a Mac or a PC is really a question of identity. com/2007_07_01_archive. The shoes of PC are filled by actor John Hodgman, most notably from the Daily Show. Advertisements • Ads play on perceived weaknesses of non- Mac personal computers, corresponding strengths possessed by the Mac OS. It starts before you come with that cool hashtag for a new social media campaign you’re thinking about running. His empathetic attitude translates into creditability for Mac. Our secondary target market is men ages 18-34. His secret weapon to winning his girlfriend’s heart is to invite her over to his place and make her dinner. A PC consumer is an instrumentalist; concerned with the use value and looking for materialistic gratification. (Bernard 88) Success of the Campaign Executive producer of Advertising Age Hoag Levins deems GAM to be “One of the best campaigns of all time, it is an extraordinary advertising event” With the campaign spawning over 2 years and over 50 deviations, to question its success would be absurd.GAM has broken barriers, gained respectable recognition and has seen success not only economically but culturally. Get a Mac: Campaign Analysis Introduction “Hello, I’m a Mac… and I’m a PC” But who are you? The Idea: Rimmel launched a marketing campaign called #LiveTheLondonLook that featured an online short movie starring several beauty influencers, including one male blogger. ” Advertising Age (2008): Vol. He presents himself has a scruffy, young, casual and hip student, the epitome of “cool”. 79, Issue 4 . (Molloy) In a recent study conducted by Mindset Media, over 7 500 online consumers were surveyed with a focus on the difference between Mac and PC users using a psychographic ranking system to see if there was any commonalties or differences between the two.The study found that based on responses from 20 different elements, nearly all the Mac users were much more confident of their superiority, less self- conscious and more open than PC users. Advertising Tactics There is no doubt about that fact that the GAM campaign is a comparative one. This campaign was for those individuals who have a PC but are not quite sure what else there is out there. The Analysis of Marketing Communications Campaign with the Case of Nike Football Shoes, Analysis of the marketing campaign of Alice in Wonderland, “The Impossible is Nothing” Campaign of 2008, An Evaluation of the Effects of a Global Advertising Campaign, Advertising Campaign for an Upmarket Perfume, Business: Marketing and Promotional Campaign, Make Yourself Heard Ericsson?S Global Brand Campaign, Re-Launch of Frooti - The 'Digen Verma' Campaign, Ch. At the end of the year, the campaign consisted of 19 ads. Clipping is a handy way to collect important slides you want to go back to later. If you continue browsing the site, you agree to the use of cookies on this website. 10 MORE of the Most Remarkable Campaigns in History 1) Will Ferrell's Anchorman 2 Promotion. Although the brand’s website targets mainly Millennials, MAC Cosmetics does not specifically target one generation or age range, but rather Millennials and Generation Xers. We consistently define ourselves based on what we are not. Guerrino De Luca, Apple’s then executive vice president of marketing said this business merge has “renewed Apple’s focus on its key customers and markets combined with TBWA Chiat/Day’s cutting-edge creativity and true understanding of our brand sets the stage for extraordinary advertising. Before we get into the specifics of how to create a marketing campaign focused on a target audience, let’s get into the specifics of what a target audience is. 11. As suggested by MurcottJansson, a Mac consumer is consuming at an emotional stage, seeking self gratification through the image and style of goods rather than in their utility value. The annual cost of this program is $35. essentially just a series of similar advertisements by a company or a business that share the same core message (Marketing VP Mike Murray) Mike Murray: They're the people we sometimes call "knowledge workers." In short – The campaign is raising awareness about MAC’s as a better alternative to PC. We use cookies to give you the best experience possible. com/orchard/07/0409. I remember growing up alongside Apple’s ‘Think Different’ campaign that ran from 1997- 2002. • Target Audience: not PC users but those who are more likely to “swing” towards Apple. apple. Goel, Navin. Bulik)However, sales figures are only a small slice of the pie in terms of campaign effectiveness and success. (Bulik) Surprisingly, Apple advertising supports this minority and appeals to a specific type of group for it appeals to a subordinated market rather than targeting and broadening its audience to the general population. Furthermore, I think this is their first positive resulting step towards Re-Branding the MAC. You may have seen him on Conan O'Brien's show being interviewed as Burgundy, or on … The first step of enhancing your audience targeting is gathering information about your existing audience.
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