Evaluation
Apple’s promotional campaign for their IPhone X is strategically planned. The company has
used many different types of media to promote their product, from TV advertisements,
billboards, social media, using blogs and many other methods. Apple also has used other
strategies to promote their IPhone X, other than advertising; Apple has used personal
selling, sales promotions, direct marketing and public relations.
The main way Apple promoted the IPhone X is through TV advertisements, which were also
shown on YouTube ads. Apple has created several different TV and YouTube adverts for the
IPhone X. One of Apple’s marketing campaigns for IPhone X is their Meet iPhone X
commercial. Apple released this campaign to introduce their new product, meet iPhone X is
their main reveal video. The video is for 1min and 38 sec long, it includes a white
background, with colourful text popping up on the screen, showing the new features of the
phone. It also includes people making the emojis sing and dance, with the Best Friend
soundtrack by Sofi Tukker. The advert also includes people demonstrating the some of the
phones new features, such as a durable glass, face ID and animated emojis.
The advert is eye-catching, interesting and unique. Apple has added elements that draw
customers in to purchase the iPhone X, by showing all the features and the functions that
the iPhone X has and also showing all the benefits that come with the product, for example,
durable screen, portrait lighting, long-lasting battery etc. The advert also shows other
specific features that come with the IPhone X such as facial recognition and live modifiable
emoji’s. One advantage of Apple using TV and YouTube advertising to sell promote their
iPhone X is that it helps grab attention.
TV adverts show everything, full demonstration of the product; they have everything from
music, to colours and images, this helps catch anyone’s attention. Another advantage of TV
adverts is that it helps reach a wide range of audience. This is because a lot of people watch
TV, almost every household in the UK owns a TV, and so this is the best way for them to
know about the campaign. “28.5 million homes in the UK have a television”
Apple’s target for their IPhone X and most their product are mostly millennials, who use
technology the most. People with these age groups prefer video format more than other
types, so this is another advantage. TV and YouTube can also be accessible anywhere, such
as on tablets, phones, so people can view the IPhone X advertisement anymore, the more
access there is to the advert the more people will be able to see it and know about the
campaign. The disadvantage of Apple promoting the IPhone X on TV is the costs.
TV advertisements can cost a lot to produce, such as production, the graphic design, costs
for the media etc. TV advertisements are the most expensive method of adverts; however
this is not a disadvantage for Apple specifically, as they are a large and successful company,
so they are able to afford to create and broadcast high quality adverts each time. However,
Apple spending a lot on TV adverts can affect their spending budget, as this will affect their
overall marketing campaign, as they may not be able to spend much on other forms of
marketing, such as billboards etc.
Apple’s promotional campaign for their IPhone X is strategically planned. The company has
used many different types of media to promote their product, from TV advertisements,
billboards, social media, using blogs and many other methods. Apple also has used other
strategies to promote their IPhone X, other than advertising; Apple has used personal
selling, sales promotions, direct marketing and public relations.
The main way Apple promoted the IPhone X is through TV advertisements, which were also
shown on YouTube ads. Apple has created several different TV and YouTube adverts for the
IPhone X. One of Apple’s marketing campaigns for IPhone X is their Meet iPhone X
commercial. Apple released this campaign to introduce their new product, meet iPhone X is
their main reveal video. The video is for 1min and 38 sec long, it includes a white
background, with colourful text popping up on the screen, showing the new features of the
phone. It also includes people making the emojis sing and dance, with the Best Friend
soundtrack by Sofi Tukker. The advert also includes people demonstrating the some of the
phones new features, such as a durable glass, face ID and animated emojis.
The advert is eye-catching, interesting and unique. Apple has added elements that draw
customers in to purchase the iPhone X, by showing all the features and the functions that
the iPhone X has and also showing all the benefits that come with the product, for example,
durable screen, portrait lighting, long-lasting battery etc. The advert also shows other
specific features that come with the IPhone X such as facial recognition and live modifiable
emoji’s. One advantage of Apple using TV and YouTube advertising to sell promote their
iPhone X is that it helps grab attention.
TV adverts show everything, full demonstration of the product; they have everything from
music, to colours and images, this helps catch anyone’s attention. Another advantage of TV
adverts is that it helps reach a wide range of audience. This is because a lot of people watch
TV, almost every household in the UK owns a TV, and so this is the best way for them to
know about the campaign. “28.5 million homes in the UK have a television”
Apple’s target for their IPhone X and most their product are mostly millennials, who use
technology the most. People with these age groups prefer video format more than other
types, so this is another advantage. TV and YouTube can also be accessible anywhere, such
as on tablets, phones, so people can view the IPhone X advertisement anymore, the more
access there is to the advert the more people will be able to see it and know about the
campaign. The disadvantage of Apple promoting the IPhone X on TV is the costs.
TV advertisements can cost a lot to produce, such as production, the graphic design, costs
for the media etc. TV advertisements are the most expensive method of adverts; however
this is not a disadvantage for Apple specifically, as they are a large and successful company,
so they are able to afford to create and broadcast high quality adverts each time. However,
Apple spending a lot on TV adverts can affect their spending budget, as this will affect their
overall marketing campaign, as they may not be able to spend much on other forms of
marketing, such as billboards etc.
