iPad 04: Promotion

Promotion for this product on this particular campaign is based off of both internet ads and magazine ads. The provided ad is designed and suited to work best with those two media types. Designed to take up half a page of a magazine, or a single page internet ad. The specific target for this campaign stretches past the already well established set of loyal Apple users and attempts to capture the hearts and minds of those potential consumers who need a little more convincing apart from the standard, somewhat abstract Apple marketing of the past. “A target audience is a specific group of people or consumers targeted for an advertising or public service message or campaign.” (Landa) Now, with the increase in competition from the likes of Dell, Samsung, HP, and the like closing in on the market opening the advertising for Apple iPad becomes more important than ever.

Emotion, as always, is a key component of any worthwhile ad campaign. The emotion of the “relearn everything” ad comes mainly from the main tag-line, “Change rocks.” This relays to the customer that, change is ok. In fact, change is more than ok, it’s something to be sought after and pursued and integrated into your life. And what better way to do that than the Apple iPad? In my opinion, the choice is clear. “It [Advertising] has to be likeable. It has to inform and inspire. It has to have some emotional hook to it that makes consumers interact with it.” (Landa, p. 121) A further point is showing that the product has more uses than simply the single one shown in the ad, thus it becomes necessary to display (even somewhat obscurely) some of the many other uses one might have for such a great product.

Part of an ad’s job is to stay away from a theme or ideal that tries too hard to sell the product. Once a customer recognizes that he or she is being sold something, and if the ad does not overcome that stigma then you have just lost the customer. However, the juxtaposition that must be attained is avoiding that over-sale, while still asking the customer for the sale itself. This is where emotion makes its triumphant return into advertising. “…in today’s competitive marketplace, where most advertisers believe that visual style and spirit sell a parity product, in’s an underlying creative idea that can make an ad touting a benefit stand out…” (Landa, p. 101) This ad sells, but it doesn’t overdo it. Change rocks. So why not re-learn everything with Apple iPad? “In both unconventional and conventional approaches, the key is that visual and words together communicate a whole message that is greater than the sum of the parts…” (Landa, p. 187)