The iPod has the capability to store a large amount of music files that it can play with an excellent sound quality (in MP3 format). It satisfies people's demand for downloading music over the Internet and transferring to a product type "player" so that they can listen to it anywhere anytime.
The message behind the brand is clear and simple (it must go straight to the essential: never mind the differences as long as you love music, you should be able to carry music everywhere); this is where we recognize the values of the Apple brand. Having an iPod is akin to being part of a special group.
Target:
The population mostly targeted are young people aged 15 to 35 years (even up to 40 years); in case of young adults, those with well paying jobs can be approached while in the case of the youth, the offspring of well heeled parents can be targeted. The iPod attracts on average more men than women in Europe; however, we witness the opposite phenomenon in the United States. The fact remains that the targets hail from cities in majority of the cases.
Proponents of iPod are open and sensitive to the "Apple culture". Indeed, this brand is above all synonymous with the rise of computers and more specifically the Mac generation in opposition to the imperialism of Windows.
Adventurous by nature, they do not hesitate to turn to the technological innovations that Apple offers.
Young people are accustomed to living in a universe in which music is very much a factor. Furthermore, the Internet (or other technologies) offers instant service; today's generations are not accustomed to waiting for services, they live life on the fast lane where everything is available to them at the touch of a button or a single click. Therefore, iPod perfectly meets the expectations of consumers in that it is portable and easy to use.
The purchase of an iPod can also answer a need for identification of the individual as well as the feeling of belonging to a select social group that sets them apart from the rest of the society. This attitude is especially pronounced among young people.
This publicity helps to highlight the positioning of iPod, as well as its brand, Apple. Indeed, the receiver, in this case the target , disseminates a message based on three key values:
The psychological value, namely that through the script and characters used, it is understandable that the product is for an individual seeking freedom. This is about freedom of body and spirit shown by both the characters on posters that sway their hips to the rhythm of the music without being disturbed in their movements by the iPod.
Tags: iPod's targeted consumer base, Apple's marketing strategy, Communication strategy for iTunes
[...] Amidst all this music is out of tune: It moves in stark contrast to all this "gray" Weaknesses: ϖ Is reserved for connoisseurs It really does not see the complete product and detail. As well as on posters, one can notice that the I-Pod headphones that are in white color appear on the black background and colorful posters. However, it is not easy to store this in a negative or positive scenario since it is a choice of the brand that not to disclose the specificities of the product. It plays on the emotional aspect of the product. [...]
[...] No information on the general website iPod + iTunes = the winning couple. of the company. For viewers unfamiliar with the product, the Choosing "iPod + iTunes" under its website of the company can be a logo at the end of the spot, Apple source of information . However; also carries advertising for its Apple has not provided information on software download mp3 and the opportunity to discover the range management, software add to the of models on the Internet, which is famous iPod. [...]
[...] III - Positioning This publicity helps to highlight the positioning of IPOD, and that of its brand, Apple. The receiver, in this case; the target product, receives a message Based on three core values: The psychological value, namely the scenario and characters used, it is understandable that the product is intended for individuals seeking freedom. This is about freedom of body and spirit; the idea is conveyed through the characters in the posters, which sway their hips to the rhythm of the music without being disturbed in their movements by the IPOD. [...]
[...] This means creating a visual shock and music to make the public aware of its accession to this tribe. The differences do not matter in this tribe; it brings together young people who love music, the freedom to listen to what they want, when they want and wherever they want. II - Target 2.1 Sociological Classification The population is primarily targeted at young people aged from 15 to 35 years (or 40) after more affluent socio-professional classes. If it is students, that's when the socioeconomic status of parents is involved. [...]
[...] Different colors and music are used demonstrate this. Apple uses the cult of difference; it is characterized by the use of white color i.e. original and is against fashion. Moreover, this color is particularly well suited to advertising because the bottom of each poster in which a person dancing is depicted in hot color, and is very flash. We can say that there is a difference in the message, here is the freedom to listen to any music where ever you want and at any time. [...]
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