Communication plan and media plan for APPLE

Résumé du document

In the current world of media and communications, Apple is a significant point of reference now. Its advertising campaigns for the iPod Nano, the MacBook Ecolo or even the parodies of PCs have their moment of glory every time. The communication appears to be studied in detail, so that the target is successfully influenced for a long time.
For example, if we consider the advertising campaigns of apple, they always have the necessary scenario, the right colors, the right music and especially the right product with the technology we need, though they may not be too many of them.

With respect to communication within the company, it is embodied by one man: Steve Jobs. He is the instigator of the movement created by Apple. The keynotes, and conferences that launch products, are comprised of fanatical brand loyalists, permitting them to launch products with just a platform, a man and a PowerPoint presentation: and it works!
And of course two ingredients which are essential: the new technologies developed by Apple and the price! These may be the only advantages, but Apple is now well above its competitors in terms of image.

Extraits

[...] How are we going to propose a communication plan and a media plan to keep the advantage or even increase it? Communication Plan The first step is to identify the target audience (potential buyers, current users, influencers, deciders etc) with the aim of taking a communication decision (what to say, how to say it, when to say it, where to say it, to whom to say it.) Apple is now focusing its image on two very distinct ranges: the first, which is for the general public and young people has a very image, while the second which is reserved for professionals presents a more sober one and emphasizes the power of the brand. [...]

[...] With respect to communication within the company, it is embodied by one man: Steve Jobs. He is the instigator of the movement created by Apple. The keynotes, and conferences that launch products, are comprised of fanatical brand loyalists, permitting them to launch products with just a platform, a man and a PowerPoint presentation: and it works! And of course two ingredients which are essential: the new technologies developed by Apple and the price! These may be the only advantages, but Apple is now well above its competitors in terms of image. [...]

[...] There is a buzz each time Apple wants to launch a new product by the Medias themselves, and most of the time it costs nothing to Apple. Apple has total control on the Medias. They control every bit of information, and every communication step belongs to their strategy. Each appearance of Steve Jobs is a special event. Strangely enough, in the eyes of the media, Apple is a company that can do no wrong. Even in Silicon Valley, where much of the press corps is pretty much glorified, Apple's treatment stands out. [...]

[...] Finally, in 2006, apple spent more than 160 million dollars a year, which reflects a campaign for about 8 new products. Media Plan Medias are part of the non-personal communication channels. In this area, Apple communicates the most with advertising on television. Apple wants its advertisements to be young and attractive; it tries to show the technological revolution that is always a part of its products. We may, however, underline that it does not try to communicate two much, and we do not see an Apple advertisement every two hours. [...]

[...] Apple is used to communicating through Apple media Events. Reporters wait for them, as the launch of a new product is a very closely guarded secret. This strategy is really important in the United States. In France, at the recent opening of an Apple Store in Montpellier, reporters were surprised by Apple's press Policy. They couldn't ask any questions and any contact with an employee was forbidden. On the other hand, Apple fanboys, or other reporters support apple at any cost. [...]