Product Launch - Apple

Product Launch

Mike Smith

Marketing/571

October 22, 2013

Dawn Obermoeller

Introduction:

Effective Marketing Communications

The main objectives of marking communication are to inform, persuade and remind consumers about what the company has to offer. Apple Inc. uses direct and indirect communication to make consumers aware of the iPad II. Apple Inc is familiar with many marketing communication programs such as advertising, sales promotions, events and experiences, publicity and public relations, personal selling, and direct marketing. These six modes of communication contribute to brand awareness, brand images, brand responses, and brand relationships for the iPad II.

Two useful models for effective communication include micromodel and macromodel communication. Micromodel communication focuses on consumer responses. The cognitive stage is where the communication begins. This stage draws the buyer’s attention and knowledge of the iPad II. In the second stage, affective stage, Apple tries to create a preference for the brand of product, which is Apple. The behavioral stage is the final stage which consumers takes action and adopts the product. Macromodel communication is split into nine elements. Two elements, the sender and receiver, represent the major parties in a communication setting. Message and media are two elements that belong to communication tools. Encoding, decoding, response and feedback represent major communication functions. Noise is the last element that may interfere with the communication within the system.

Advertising and Promotion

Product managers need to develop a marketing strategy plan for each market. The marketing strategy plan consists of three parts. According to Kotler and Keller (2006, p. 648), “the first part describes the target market’s size, structure, and behavior; the planned product positioning; and the sales, market share, and profit goals…the second part...