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 12th 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.
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.
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