Advertising And Public Relations

Are you Mac or a PC?

Mac Book Pro

  (October 20, 2010 Apple held a Keynote address hosted by the one and only Steve Jobs;  few amazing points were made during this presentation. Tim Cook, Apple's Chief Operating  Officer said that there are around "50 million Mac users, Macs hold 20.7% of the retail market share in the Unite States, that means that 1 out of every 5 PCs sold is a Mac. In fact, according to Mr. Cook 33% of the Apple's total revenue comes from the Mac; that's over $22 billion. With the prices of a Mac Ranging from $699 for the Mac Mini to $5,999 for the Mac Pro, I can tell you that Macs aren't  cheap at all. Again Apple is sales their brand and they don't need to be the low cost competitor in the market because they have one of the biggest competitive advantages there is: Customer satisfaction;  The American Customer Satisfaction Index named them #1 for the 7th year in a row.)

    So did you think of the question I asked you before? Well I'm a PC. Macs are very expensive, more expensive than lets say a Dell PC, so then Why do you keep on buying them?

The 2 "girls" in the picture represent a
home movie made with each respective
computer.

      Perhaps because of the "Get a Mac" advertising campaign that Apple launched in 2006. In America this campaign featured actors John Long as a Mac and John Hodgman as a PC that was using a Windows operating system. In the 24 TV Commercials John Long would present himself as a Mac and John Long as a PC, and then they'll go on where they'll show a scenario where the "Mac" would out perform the PC in every way. The advertising appeal in this situation targets young modern people, as well as quick, efficient, and creative people. Apple used comparative advertisement to promote their product, with the hopes that more people will notice that Macs are better than PCs and then go out and buy them. It work, according to Mr.Cook the revenue of Macs in the last fiscal year have tripled compared to those in 2005.




        To Apple reaching the right target market has been their key to success. In Japan the same advertising campaign is played by actors Jim Kaleagiri, and Kataro Kobayashi. People will identify themselves with members from their own culture, that's why Apple also used English actors for the ad in the UK. David Mitchell played the Mac and Robert Webb Played the PC.
  In April 2010 the get A mac advertising campaign came to an end, and the new campaign started; "Why you'l love a Mac". The new campaign is a product advertising campaign because it promotes the benefits of the Mac rather than compare them to a PC, like the old one did. You can check this new campaign at http://www.apple.com/why-mac/.