Ch. 15 - Marketing Communications

The entire concept for Marketing Communications (MarCom) for Apple is basically targeted interaction between current consumers and potential consumers. Apple will use different media outlets to help with their marketing, such as: direct mail, newspapers, magazine, email subscriptions, television, radio, billboards and the internet.

Apple uses the AIDA (Attention, Interest, Desire, and Action) concept for their strategy. This concept outlines the procedure in order to execute promotional goals. This comes in terms of stages of consumer involvement with the message.

With the integrated marketing communication (IMC), it will help to maximize the influence a company has on their consumers.

Apple has done a phenomenal job using components from IMC and the A.I.D.A concept to achieve and maintain a long term consumer relationship, while pushing the Apple brand and its value.

Apple uses promotional advertising and different advertising tools to capture the consumers' attention, interest, and desire of the consumer. Apple continues to grab our attention and interest through innovating and sleek imagery of products, as well as keynotes and other publications. For example, just prior to the heavily anticipated iPhone 7 and iPhone 7 Plus being released, the phone received a great amount of publicity that captured so many potential customers' attention.

A = Attention 

Apple gets the customers' attention with eye catching and HD photos of their products, which are displayed on their website. They also do this kind of publicity through blogs and online articles. By people reviewing their products before launch, the consumers will be able to have a look at their products and play around with them before it hits retail stores. 

I = Interest 

With interest, the products that Apple comes out with really makes customers think if we really need another upgrade to our current iPhone. On the other hand, are willing to buy it just because we can and it's a "trend"?

D = Desire  

The desire part plays for consumers who love the company so much that they will camp outside the stores and wait to purchase the product. This also includes for websites because people will buy stuff online happily and wait hour prior to launching hour.

Action = Action 

With action, Apple has been very successful with sales margins. They now cater to so many wireless carriers all over the globe. As a result, this allows for more attraction from consumers and potential buyers from all around the world.