Apple’s Integrated Marketing Communications

Running head: INTEGRATED MARKETING COMMUNICATIONS
INTEGRATED MARKETING COMMUNICATIONS
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1INTEGRATED MARKETING COMMUNICATIONS
Apple’s Integrated Marketing Communications
The Integrated Marketing Communication (IMC) is a marketing plan, which consists of
all the different parts of marketing in a document. It helps a company in order to guide the
implementation of the marketing plan of a company, guides the role of promotion and
advertising in the market. For the past years, people only had to rely on the traditional mass
media in promoting their products. However, innovative companies like Apple Inc, have turned
in integrating their modes of advertising along with other communication technique like the
internet, direct marketing, various event sponsorships, public feedback and use of various
websites. The company enjoys a strong corporate image of its products, which includes Mac,
iPods, iPads and iPhones. Companies have now recognized that these types of communication
techniques are much more effective than the traditional marketing techniques. Apple has devoted
a lot its resources in developing its corporate brand equity (Ng, Schott & Keathley, 2018). It
very carefully considers its marketing tactics, in achieving the goals of the company. The aim of
the research paper is to analyze the Integrated Marketing Communication which is used by
Apple .Inc, it also highlights what makes them the most effective in the smart phone market.
Traditional techniques used by Apple in marketing their products
These days marketers are becoming increasingly very creative in their efforts in order to
reach their potential markets. Techniques like bus and vehicle wraps, street paintings, shows in
stores and malls, skywriting, advertising in the newspapers and leaflets are actually quite old
traditional technique, which were used by Apple. Apple .Inc used various communication tools
and techniques in their previous modes of advertising in reaching out to its customers. Apple’s
‘Designed by Apple’ advertisement campaign was very popular in the television for the past few