Integrated Marketing Communications

Preface

            Promotion is essential for the survival and success of any product in the market place. Depending on the stage a product is on its life cycle a company most inform, persuade, or remind the customers that their product is relevant to them and that they should go out and buy it. A firm most also encode a message that a receiver most decode and if the message is right then the receiver will  go out and buy the product. Integrated marketing communications consist of making a perfect fit of a firms promotional mix which consist of Advertising, Sales Promotion, Personal Selling, And Public Relations. Apple has done  a great job at implementing a good promotional mix for all of their products that are at different stages in their life cycle; that's why they are very successful.

Introducing the new Mac Book Air

       In this ad Apple  is introducing the new Mac book Air, there is an encoded message in the video if you look closely. Apple is trying to tell you and show you that the new computer has amazing new features and is the most beautiful computer ever. They tell you that they integrated their most powerful computers with the mobile multi-touch devises that they have come up with a product that has no comparison. The engineers also expose all these great things like how little it weights, how amazingly tin it is, and also how strong they built it. The internet has changed the way advertising is done, Apple is adapting their Ads for the fast growing non traditional media audience. I found this video on their Website but it can also be found on YouTube, and if you Google it you'll definitely get it. The message I decoded from the Ad, was to go out and buy the new Mac because "its the future of computers" and it has so many features and its so affordable that thay are almost giving them away. The hidden message is to establish a competitive advantage in your head that makes you you the ne computer a superior to any other PC in the market. The Mac Book Air is a redesigned product that but so Apple is marketing it like a new product. They have gone back to the introductory stage where they inform you about the product to get you to buy it.