A0B4: Presentation Script

The Market

I think that the product would appeal mainly to males or females aged 13-30. However, as the product has a simple touchscreen interface, other people will still be able to use it and I have not purposely excluded them when creating the marketing campaign. In terms of the current market, Smartphones have become increasingly popular in the last few years therefore we should have a lot of potential customers. I understand that there is now lots of competition for the iPhone from Microsoft and other companies however I think that the iPhone is still a higher quality than these other smartphones and people will be willing to pay more money for our product rather than an alternative. Also Apple have a lot of loyal customers who are likely to buy the iPhone because they know and trust them to make good products.

Aims of the Campaign

Obviously one of the main aims is to sell lots of the product. However I also want it to keep the iPhone as the best Smartphone on the market and make people want to buy the iPhone rather than another Smartphone. I hope that we will be able to keep previous customers interested as well as attracting new customers.

Dates of the Campaign

I have chosen the release date (July 12^th 2013) to coincide with the release of Microsoft’s new smartphone. I hope that this will keep people from buying the Microsoft product and make them want to buy the iPhone instead. Also, we do not want to be seen as being behind other companies. The other dates (TV adverts, email marketing etc.) will be released in the two months leading up to the release date to get a good amount of publicity for the iPhone.

Legal and Ethical Considerations

In the adverts for the product, I have been careful not to mislead the audience as Apple have had adverts banned by the Advertising Standards Authority before, for example when one of their adverts said that the iPhone could access 'all of the internet' even though it did not support an Adobe Flash plug-in. The former FTC (Federal Trade Commission) commissioner Roscoe B. Starek has said that children may not understand exaggerated statements or images, the example he gave being that they might believe a toy to come fully assembled when they actually need to assemble it themselves. For ethical reasons, I decided to aim my campaign at teenagers and adults. I considered other possible ethical issues but I could not find any within the marketing campaign. I don't think that the product can be considered controversial and there is no stereotyping, profanities or rude language in any of the adverts.

Adverts

I think that the adverts I have made will appeal to the target audience because of their simplicity. The billboard advert does not go into much detail about the product simply because people usually only glance at billboards. In the TV adverts, we will show the new features of the phone and give people more information about it because people will be watching these adverts much more closely than the billboards. There is a chance that people might find the lack of bright colours in the adverts offputting however these conventions have been consistent throughout the adverts for previous iPhone models, as well as other Apple products and this hasn't been a problem. My billboard advert is original as I did not directly use any other adverts for inspiration other than the simplicity of previous Apple adverts.

A0B3: Magazine Advert

A0B3: Email Marketing

This is an email that will be sent out on June 28th 2012 to potential customers. I have provided a link so they can pre-order straight away.

A0B3: Search Engine Optimisation

A0B3: Promotional Items

A0B3: Billboard Adverts

A0B3: Production Diary

September 5th

I have met with the client, Mr Haycocks, and I told him about the promotions and advertisements that we were going to use to sell the iPhone 6. I decided that I would advertise the product using billboards and posters, magazine articles and adverts, television adverts and through other means such as QR codes, email marketing and promotional items including t-shirts and jumper which would be worn by Apple staff.

September 7th

I have begun to design the billboard adverts for my campaign. I am keeping them fairly simple because I knew that most people only glance at billboards and would not want to be given lots of information. I will put more details and information on the magazine advert and I have made sure that the TV adverts will be used to show off the new features of the phone.

September 10th

I have finished the designs for the billboard adverts and I am happy that they will be very effective in helping to sell the iPhone 6. I have also shown them to Mr Haycocks who agrees and is pleased with the work that I have done. I have got a good idea of how I want the magazine advert to look and will start to design it in the next week.

September 21st

I have started designing the magazine advert and I feel that I have given myself more than enough time to complete it. I have come up with most of the ideas for the advert and I have discussed them with Mr Haycocks. He is happy with most of the ideas and is keen to see more of my designs for the products.

September 27th 


I have made some small edits to the billboard advert designs because I felt that they could be improved. Mr Haycocks is happy with the changes that have been made. I have designed the jumpers and t-shirts which are to be worn by Apple staff members, the design is very simple because their purpose is simply to remind people about the new product.

October 5th 

I have made some minor alterations to the t-shirt and jumper designs. I have also continued with the magazine advert. This should be finished soon.

October 11th

I have created a template for an email which will be sent out to existing Apple customers. I have also set up search engine optimisation which means that Google and other search engines will recommend iPhone 6 as one of the first search options.

October 19th

I spent the day working with a film crew to make some of the TV adverts. These are looking promising so far but we do have more to make. These adverts will be released on TV as well as the official Apple YouTube channel on May 24th 2013.

October 25th

I have done more work on the TV adverts, mainly the editing of existing adverts but I have also put forward suggestions for new adverts.






November 25th

AOB2: Marketing Schedule

Item	Start Date	Date of Completion
Announcement of the iPhone 6	December 20th 2012.	December 20th 2012.  We will announce that we are working on the new model of iPhone and that it will be called the iPhone 6. We may also mention some features that people can expect to see on the phone.
TV Promotion (adverts)	May 24th 2013, 7 weeks before release.	Will be televised frequently until July 26th, 2 weeks after release, after which the adverts will become less frequent. However if for any reason sales do decline, they will become more frequently shown again. The adverts will be shown at many points across the day in order to attract a wide range of people. However we will make sure to get the adverts shown during football matches and the most viewed programmes, such as The X Factor. These TV adverts will also be uploaded to YouTube and links to them will be posted on Twitter and Facebook.
Social Media	May 31st 2013, 6 weeks before the release date.	The Twitter and Facebook account will be posting links, questionnaires and information about the product up until July 10th, 2 days before release.
Billboard/Bus stop adverts	June 2nd 2013, 5 ½ weeks before release.	These will stay up until July 26th, 3 weeks after the release of the product.
Computer/technology magazines	June 14th 2013, 4 weeks before the product is released.	These will stop on July 19th, a week after release, so there is a considerable amount of time for adverts, reviews and interviews to be placed in the magazines.
QR Codes	June 14th 2013, 4 weeks before the release of the product.	These will be placed on some of the iPhone adverts in magazines. They will also be on some bus stop adverts. We intend for these to get people excited about the product. As they are on the adverts, they will stay up until July 10th.
E-mail Marketing	June 28th 2013. We will inform people that they can pre-order their iPhone 6 from July 5th 2013.	June 28th 2013. These will be sent out on this one day because we do not want people to think that we are spamming them.
Pre-orders on websites (Apple, Orange, O2 etc.)	July 5th 2013, 1 week before release.	The pre-order period will end at midnight on July 11th 2013, as the iPhone is going to be released on July 12th
Release Date	July 12th 2013.	July 12th 2013. We have chosen this date because Microsoft are releasing their new smartphone on August 2nd.

A0B2: Official Bodies

BARB (Broadcasters' Audience Research Board) is owned by BBC, ITV, Channel 4, Channel 5, BSkyB and the IPA (Institute of Practioners in Advertising). It averages the audiences for all minutes that a programme is being transmitted for, excluding embedded commercial breaks and promotions, and provides the weekly audience figures for the UK.

RAJAR (Radio Joint Audience Research) measures and profiles the audiences of radio stations of the UK. The results of these audience figures are revealed every quarter. People are asked to complete a diary of all of the stations they listened to for at least 5 minutes in a week.

ABC (Audit Bereau of Circulation) are the industry body for media measurement. They manage and uphold the standards of the best way for media industry data is prepared and reported. They offer a world class audit and compliance service in order to check that data and processes meet these industry agreed standards. They were founded in 1931 because there was audience requests for an independent source of circulation data.

ASA (Advertising Standards Authority) are in charge of making sure that TV viewers will enjoy the adverts and will be able to trust them. They send out weekly signals regarding what is and isn't acceptable in advertising across a wide range of sectors. The industry's commitment to advertising responsibility has made sure that the adverts shown are legal, decent and truthful.

CAVIAR was established in 1985 in order to provide reliable cinema audience figures for media planners. These are derived from periodic sample surveys of about 2500 British cinema-goers between the ages of 7 and 44. It has yet to be seen what long-term effect this new initiative will have on the fortunes of cinema advertising

CAP (Committee of Advertising Practice) are independently administered by the ASA. The CAP and the BCAP, both of which are administered by the ASA, are responsible for The Codes. There are over 30+ members of CAP that help to make sure that the industries advertising is legal.