The iPad was the first, but it is far from the only tablet/touch screen on the market. Numerous other competitors exist such as the Slate from HP, the Adam from Notion Ink, the JooJoo from Fushion Garage, and the Home from Archos, to name a few of the early competitors. Fortunately, Apple’s move onto the market as well as their solid customer base (not to mention the high quality of design and function) propelled the iPad to the head of the game in the touchpad/tablet marketplace. That current status aside serious competition is on its way, namely in the form of Android (Google) based products featuring the Android operating system as opposed to Apple’s IOS. That leaves advertising alone to either widen or lessen the gap between apple and the rest. “Most people think of advertising as all forms of paid promotional communication conveyed by a mass medium, such as television, radio, the internet, or print.” (Landa, p. 34) The gap is already there, now it’s time to widen it.
As seen in the cell phone market, Google (Android) is currently the main competition for Apple. But in terms of simplicity and usability Apple stands far ahead, but Google is beginning to catch up. One of the reasons for the closing of the competitive gap is the fact that Apple’s previous ad campaigns have catered more towards their existing customer base, relying on style and innovation to keep them ingrained in the hearts of their current customers. : “Providing a rationale for a functional benefit can turn consumers into believers.” (Landa, p. 75) And it has worked. But now that competition has become more fierce it is time to expand that advertising reach to new customers who don’t buy into Apple’s slick marketing, who need that small nudge of information and reason mixed with emotional content to truly understand and embrace Apple as a real part of their lives.
As for the direct competition that is immediately affecting Apple…well, there is none. At least no yet. Most high end (big name) brands with iPad competition have forced themselves to push the release dates of their products back until the fall. : “…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) And though the real competition will be coming out very soon and the state of the market is going to change, it gives Apple plenty of time to solidify their place in the market, and to firm up their plans for the future of gaining even more market share.
Showing posts with label Final. Show all posts
Showing posts with label Final. Show all posts
Thursday, September 16, 2010
Thursday, September 9, 2010
iPad 06: Analysis in the real world
A very practical and to the point ad. The Re-learn everything ad hits the heart of everything that it needs to in order to capture greater market share amongst the emergence of new (and in some ways compelling) competition. “When an ad looks like a million other ads we’ve all seen, it’s a sure bet fewer people will care to pay attention to it.” (Landa, p. 143) This ad aims to separate itself from its would-be competitors by engaging the viewers on an emotional level that will likely not be pursued by the emerging competition, as their ads will focus on showing “attributes” and technical reasons from choosing their product over the iPad.
I will be honest and relate that at the time this ad was created Apple did in fact generate their own campaign much along a similar theme. However, this only means that the “re-learn everything” ad holds true in its idea of educating the public on the highlights of the many magnificent features of the iPad, without over explaining, or over selling. “Many clients and creatives believe that repetition is crucial and so tend to prefer “triplet” campaigns, whether in print, on TV, or digital; triplets make sure that the viewer immediately recognizes the brand message.” (Landa, p. 170) This ad is meant for repetition over different media and can be changed and adjusted to be used as a “triplet” campaign.
All in all this will be a successful campaign based on the facts that it will be providing the new customers with what they need to make an informed decision about purchasing a product such as an iPad. “It’s not that what you write has to be absolutely new---it just has to sound fresh, not predictable. It also has to sound as though you’re engaging in a natural conversation with the reader.” (Landa, p. 194) This campaign resonates with a freshness and message that will appeal to a large number of people and work well with the provided visuals and verbals to both educate and stimulate viewers into performing the primary purpose of advertising: selling the product.
I will be honest and relate that at the time this ad was created Apple did in fact generate their own campaign much along a similar theme. However, this only means that the “re-learn everything” ad holds true in its idea of educating the public on the highlights of the many magnificent features of the iPad, without over explaining, or over selling. “Many clients and creatives believe that repetition is crucial and so tend to prefer “triplet” campaigns, whether in print, on TV, or digital; triplets make sure that the viewer immediately recognizes the brand message.” (Landa, p. 170) This ad is meant for repetition over different media and can be changed and adjusted to be used as a “triplet” campaign.
All in all this will be a successful campaign based on the facts that it will be providing the new customers with what they need to make an informed decision about purchasing a product such as an iPad. “It’s not that what you write has to be absolutely new---it just has to sound fresh, not predictable. It also has to sound as though you’re engaging in a natural conversation with the reader.” (Landa, p. 194) This campaign resonates with a freshness and message that will appeal to a large number of people and work well with the provided visuals and verbals to both educate and stimulate viewers into performing the primary purpose of advertising: selling the product.
iPad 05: Creative Content
As stated before, the creative content for this ad is a design created for either (or both) internet ads or magazine placement. It maintains a simple visual and verbal appeal, aiming to capture the attention of the potential customers with clean, easy to understand at a glance visuals, and slightly vague yet comprehendible wording. It goes from left to right, immediately drawing the viewers eye to the far left to the image of the iPad, then to the bold lettering to the right, and then down to the bottom to finish off the viewing. “The way you create, select, and arrange everything---the type, visuals, and graphic elements---in an ad or graphic design piece is design.” (Landa, p. 125) All of these elements come together to most effectively lead the customer to the desired conclusion—buying the iPad.
Visually the ad is clean and precise. The main visual element of the iPad with a shilouetted image of a rock singer emphasizes the point of “change rocks,” sitting atop a black fading to white and back again gradient as the background. The word elements are sparse and well balanced, lead by the large white lettering of “change rocks.” “There must be a central thought, an underlying idea or related ideas, or a theme carried throughout the campaign. That central thought is communicated visually through the design of the campaign.” (Landa, p. 168) The only color in the ad is the image that appears on the iPad which creates strong visual contrast without being a cluttered and too complicated to look at.
Verbally it is succinct and easy to follow, yet also interesting and abstract enough to avoid making its intention of selling too obvious. The verbal message is intriguing, letting the viewer know that change is not the monster many people believe that it is, and it is in fact fun, useful, and if you will, hip. “When copy sounds conversational, then the reader feels you’re strking up a conversation, rather than pounding her over the head with a sales pitch.” (Landa, p. 151) Re-learn everything tells the viewer to embrace that change and relearn how they live certain aspects of their lives such as music, movies, tv, entertainment, and nearly anything else you can imagine.
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)
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)
iPad 03: The Big Idea
The big idea for this campaign is about changing the way that people look at personal computing. It’s not about Lap tops or desktops or even tablets. It’s about experiencing the things that you love, the parts of your life in this new age of technology and innovation in a way that not only makes things easier for you, but allows you to experience them better. “The idea distinguishes a brand, endears it to the consumer, and motivates the consumer to run out and buy the brand or act on behalf of a social cause.” (Landa, p. 67) The idea is life, and all the ways that the elements of life people enjoy in a certain way can be changed to enjoy even better, and make their lives even better as well.
Change rocks. This implies a number of things relevant to the consumer. One, the idea of learning something new is not scary as most people consider it to be, especially when it comes to computer products and emerging technologies. Two, not only is change not scary, but it’s fun, interesting, and life altering in the best possible way. And three, the additional line “re-learn…everything” suggests a positive attitude towards having to relearn how you live certain parts of your life. “If you think of yourself as a general in the armed forces, then the strategy is your tactical scheme, your overarching approach to advertising a brand or social cause. It’s your plan for action.” (Landa, p. 58) This is the overall theme or strategy of this campaign. Connecting with our customers based on the understanding of change, and using it in the most effective and enjoyable way possible to make your life better.
The statement of this ad has already been addressed: Change rocks.“When something is emphatically stated, we tend to believe it.” (Landa, p. 93) This ad is further directed at the consumer in order to make them believe and connect with the product, to give them emotional investment in it, even before they buy. The iPad touches upon what a large portion of the U.S. consider to be important in the living of their personal lives. “Our tendency to form mental connections between brands and memories is what this category of ads [Association] can bank on, encouraging emotional bonds between the consumer and the brand.” (Landa, p. 119) This ad allows our consumers, and the consumers of the future, to form that personal bond with the product and begin that ever-important association between many of the things that are important in their lives and bring them joy and with life itself. “From every ad, a reader tries to glean information. If an ad does not have a visual hierarchy, then the reader will have a very difficult time getting information, and will probably give up trying.” (Landa, p. 130)
Change rocks. This implies a number of things relevant to the consumer. One, the idea of learning something new is not scary as most people consider it to be, especially when it comes to computer products and emerging technologies. Two, not only is change not scary, but it’s fun, interesting, and life altering in the best possible way. And three, the additional line “re-learn…everything” suggests a positive attitude towards having to relearn how you live certain parts of your life. “If you think of yourself as a general in the armed forces, then the strategy is your tactical scheme, your overarching approach to advertising a brand or social cause. It’s your plan for action.” (Landa, p. 58) This is the overall theme or strategy of this campaign. Connecting with our customers based on the understanding of change, and using it in the most effective and enjoyable way possible to make your life better.
The statement of this ad has already been addressed: Change rocks.“When something is emphatically stated, we tend to believe it.” (Landa, p. 93) This ad is further directed at the consumer in order to make them believe and connect with the product, to give them emotional investment in it, even before they buy. The iPad touches upon what a large portion of the U.S. consider to be important in the living of their personal lives. “Our tendency to form mental connections between brands and memories is what this category of ads [Association] can bank on, encouraging emotional bonds between the consumer and the brand.” (Landa, p. 119) This ad allows our consumers, and the consumers of the future, to form that personal bond with the product and begin that ever-important association between many of the things that are important in their lives and bring them joy and with life itself. “From every ad, a reader tries to glean information. If an ad does not have a visual hierarchy, then the reader will have a very difficult time getting information, and will probably give up trying.” (Landa, p. 130)
iPad 01: Slogan - Re-Learn…Everything.
Apple iPad. Change rocks. Re-Learn…Everything.
This is the basis for this ad campaign. A purposefully simple and direct statement designed to highlight not the usefulness, not the technology, not the style, and certainly not the price, but it highlights the revolutionary aspect that the Apple iPad brings to the computer industry, and to life in general. The statement implies that the iPad changes things. And it does. Not just technologically, as with its touch screen computing technology, but in other industries as well. “As with television and radio, new technologies such as the internet would again bring new media to the advertising industry, introducing such formats as promotional web sites, web banners, and internet films.” (Landa, p. 13). Entertainment, book reading, internet surfing, application design, even email and social networking are all affected and essentially changed by the large-scale distribution of a technology different from the standard mouse, point, and click interface. That is the beauty of iPad, and it is worth re-learning.
Change is an essential part of life and human survival, so it is a wonder why so many people are resistant to it, in sometimes violent ways. In fact, change, especially in this case (as in the emerging technology of the iPad) is fun and exciting. And while it may take a slight amount of effort, relearning what you think you know about computers, entertainment, and the computing life in general, is well worth the effort.
This slogan is meant to go hand in hand with a strong visual message that compliments the “re-learning” element being emphasized. Apple advertising through the years has maintained a strong and consistent visual appeal, and this ad will be no different. It will implement strong visual stimuli accompanied with concise, relevant copy that will go a long way to both emotionally connect with the intended audience as well as educate them on the finer, more technical points of owning and enjoying an iPad. “Just like a synergistic reaction between two drugs, where the effect is more than additive, advertising depends upon a synergy of the visual and verbal to communicate with the most power.” (Landa, p. 52) By understanding the simplicity involved in the relearning process as well as all the options for life and entertainment that will be available by purchasing an iPad, this ad campaign will drive sales to new heights and open up new audiences and markets unreachable through the previous campaign.
This is the basis for this ad campaign. A purposefully simple and direct statement designed to highlight not the usefulness, not the technology, not the style, and certainly not the price, but it highlights the revolutionary aspect that the Apple iPad brings to the computer industry, and to life in general. The statement implies that the iPad changes things. And it does. Not just technologically, as with its touch screen computing technology, but in other industries as well. “As with television and radio, new technologies such as the internet would again bring new media to the advertising industry, introducing such formats as promotional web sites, web banners, and internet films.” (Landa, p. 13). Entertainment, book reading, internet surfing, application design, even email and social networking are all affected and essentially changed by the large-scale distribution of a technology different from the standard mouse, point, and click interface. That is the beauty of iPad, and it is worth re-learning.
Change is an essential part of life and human survival, so it is a wonder why so many people are resistant to it, in sometimes violent ways. In fact, change, especially in this case (as in the emerging technology of the iPad) is fun and exciting. And while it may take a slight amount of effort, relearning what you think you know about computers, entertainment, and the computing life in general, is well worth the effort.
This slogan is meant to go hand in hand with a strong visual message that compliments the “re-learning” element being emphasized. Apple advertising through the years has maintained a strong and consistent visual appeal, and this ad will be no different. It will implement strong visual stimuli accompanied with concise, relevant copy that will go a long way to both emotionally connect with the intended audience as well as educate them on the finer, more technical points of owning and enjoying an iPad. “Just like a synergistic reaction between two drugs, where the effect is more than additive, advertising depends upon a synergy of the visual and verbal to communicate with the most power.” (Landa, p. 52) By understanding the simplicity involved in the relearning process as well as all the options for life and entertainment that will be available by purchasing an iPad, this ad campaign will drive sales to new heights and open up new audiences and markets unreachable through the previous campaign.
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