BASED ON READING:
eTextbook Advertising – Ch. 1 (pgs. 7-12)
PDFs 1&2
WATCH
- Chapter 1 discusses the overall integration of advertising across multiple platforms (IMC). Discuss how Apple has both embraced and NOT embraced this. (Hint: look at all advertising including ALL digital/social)
2. Discuss how Apple is using this campaign to address issues of brand parity. What is its biggest competitor of the products in these advertisements within the market?
3. Discuss Apple’s brand loyalty. How does it differ from other brands?
4. Apple has been named Forbe’s most valuable brand for the last few years. Explain what the means. (Hint: it has nothing to do with sales and profit)
5. Jump on YouTube and search for “Apple unboxing.” Discuss how Apple uses its packaging as another part of its brand.
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