Apple marketing exploits media, key tactics
updated 04:40 pm EST, Fri March 9, 2007
How Apple marketing works
Apple's marketing efforts are some of the most effective in the world, notes Jefferson Graham of USA Today. Central may be the company's ability to exploit the news media, which often covers Apple product releases as major events; the Harvard Business School's David Yoffie observes that the Steve Jobs iPhone announcement received the equivalent of $400 million in free publicity. "It's unprecedented," says Joffie. Part of the reason for this is the company's track record of invention, says Graham, but there are other less savory reasons, such as an intense campaign for product placement in movies and TV shows. Apple also casts rivals like Microsoft as enemies, and is known to value its "surprise" factor so highly that it will sue websites that reveal information prematurely. The company does however have more accepted tactics, such as memorable TV advertising, and an emphasis on spectacle when it holds public events.
Junior Member
Joined: Mar 2002
"less savory"
Hm. Seems that product placement has been around since the early days of radio plays. Tasty or no, it's a standard way of getting advertising.
Besides, Apple hardware is so stylish that set designers use their hardware and then cleverly hide the logo under stickies because the product placement wasn't paid for. But that's advertising too... hm. maybe subliminal? haha.