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Integrated Marketing Communication- PDF

   

Added on  2021-04-21

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Running head: INTEGRATED MARKETING COMMUNICATIONINTEGRATED MARKETING COMMUNICATIONName of the StudentName of the UniversityAuthor note:

Running head: INTEGRATED MARKETING COMMUNICATIONBlog 1Apple is one of the world’s largest companies that has been manufacturing gadgets. Thecompany started with its humble beginning when its two founders Steve Jobs and Steve Wozniakfounded the company in a garage in United States (Isaacson, 2012). Todays the companyproduces and manufactures some of the most sought after products in the gadgets genre like theApple iPhone, Apple Mac, Apple TV which is recently launched and the latest craze the Applewatch. The company has been doing its marketing totally right which has led to such immensegrowth in such short time period. Of course there have been great contribution of the marketingand innovative ideas of Steve Jobs who is respected as one of the most respected marketingGurus in modern times, however the company has a great team of marketing experts who hascontinued the growth of the company and did not allow some of the controversies to reduce thepace of the growth. The company in the very beginning when it was producing the mother boards hadmarketed its products very efficiently in whatever ways they could. The first major Appleproduct which turned the fortunes of the company called the McIntosh which was the firstpersonal computer from the company, had been very successful because of the campaign thatsurrounded the product. People were waiting for it to come out (Thomke & Feinberg, 2012). It was the year 1984 that McIntosh was first released and the product was aimed atreducing the complexity which was involved in operating a computer and it was successfullyconveyed in the advertisements that Apple published in various mediums. One of theadvertisement displayed a mouse with three buttons and people were excited to see this newproduct being launched.

Running head: INTEGRATED MARKETING COMMUNICATIONReferences:Isaacson, W. (2012). The real leadership lessons of Steve Jobs.Harvard business review,90(4),92-102.Thomke, S. H., & Feinberg, B. (2012).Design thinking and innovation at Apple. HarvardBusiness School Publishing.Blog 2“Apple, like many companies, devoted considerable effort to maintaining its corporateimage. One tactic involved presenting writers with material on the company, like JeanRichardson and Rene White's 1980 "Apple Computer" corporate backgrounder. Anotherinvolved regulating press access to Apple employees, and vice versa: Barbara Krause'sInquiriesfrom the Presssummarizes company policy.” Apple was successful in introducing one of the first integrated marketing campaigns inthe history by publishing in the newspapers, giving television advertisements and Steve Jobspersonally appearing for interviews and talking about the new products. The Apple McIntoshcomputers aimed at bringing computers for normal people so that everyone could use it. TheGraphic User Interface worked well in this regards.In the coming years it became a craze of the Apple fans to wait for Steve Jobs to appearbefore the crowd and introduce a new product. This trend is now continued by the present AppleCEO Tim Cook has continued the trend of appearing before the audience once a year andintroduce the new Apple products especially the new IPhone that is launched every year (Hunteret al., 2012). The marketing strategy of Apple has been to involve people in a way that they feelto be a part of the new products launches and that they wait for new products to be launched and

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