OMM 615
IMC Tactics: Apple Inc.
The University of Arizona Global Campus
OMM 615 Strategies: Marketing/Advertising/Public Relations
IMC Tactics: Apple Inc.
Its marketing initiatives primarily determine a substantial organization's success,
particularly Integrated Marketing Communications (IMC) tactics. IMC is the notion of
leveraging a brand’s marketing techniques to attract consumers to a new product or service to
meet the organization’s objectives (Ogden & Ogden, 2014). Marketers must decide which venue
would be most efficient in reaching the target market after finishing the tactics of a marketing
plan.
IMC is based on the concept of value, which may be described as a ratio of benefits to
costs or what the customer receives versus what he or she gives. The marketer can utilize various
strategies to boost the value of the consumer offering, to increase benefits while lowering costs.
The primary goal of marketing communication is to influence the consumer’s perception of value
and the cost-benefit relationship (Holm, 2006). This paper will examine whether Apple’s IMC
tactics were more effective in a traditional venue versus a digital venue. In addition, make a
recommendation for improvement.
Apple, Inc. Traditional Venue
According to Nicolás Marín Ximénez & Sanz (2014), “Apple has surpassed Microsoft as
the world’s largest technology company in terms of market value. The iPod transformed the
music industry, the iPhone revolutionized the mobile phone market, and the iPad transformed the
entertainment and media businesses” (p.1594). Apple created, manufactured, and sold personal
computers, mobile phones, digital music players, various software products, related services,
networking solutions, and apps. The company’s goods and services included iPhone, iPad, iPod,
, Mac, Apple TV, iCloud, and a portfolio of consumer products and professional software
applications.
Most businesses’ main goal is to promote the brand while also capturing and retaining
those consumers who have yet to be won. With its ever-changing product lineup, Apple has been
able to do precisely that over the years. Apple’s promotional strategy includes product
advertising, public relations, sales promotion, and personal selling. When they advertise on
television, they utilize celebrities to endorse their products, causing their fans to want to use
Apple products as well. Alternatively, advertisements in the press or on television promote the
features of Apple products. Apple would also promote on public transportation, including buses,
bus stops, taxis, and billboards, among other places. Customers who have problems with their
Apple products can visit their local Apple store and speak to a support technician or sales
representative about their concerns. The Apple public relations team is in charge of determining
how the public will react to Apple product(s). “Customers are loyal to Apple’s products, but
they are also drawn to what Apple represents; including a sense of independence and an anti-
establishment perspective” (Kenney, 2007, p.114).
Apple, Inc. Digital Venue
According to Ogden & Ogden (2014), “Electronic marketing is the use of digital
technologies to sell goods and services. Internet marketing makes use of the internet to market
goods and services” (sect.3.1, para.14). Apple, Inc. has dominated this field of digital marketing
for the last few years. It is not easy to imagine a company with a more significant influence on
culture, entertainment, media, and technology than Apple. The company utilizes all social media
platforms to advertise its products. “Break the marketing mold. The Apple Way is that Jobs’
success is due to his eagerness to embrace untraditional marketing strategies, organizational
commitment, and Apple’s source of competitive advantage” (Kenney, 2007, p.115).
IMC Tactics: Apple Inc.
The University of Arizona Global Campus
OMM 615 Strategies: Marketing/Advertising/Public Relations
IMC Tactics: Apple Inc.
Its marketing initiatives primarily determine a substantial organization's success,
particularly Integrated Marketing Communications (IMC) tactics. IMC is the notion of
leveraging a brand’s marketing techniques to attract consumers to a new product or service to
meet the organization’s objectives (Ogden & Ogden, 2014). Marketers must decide which venue
would be most efficient in reaching the target market after finishing the tactics of a marketing
plan.
IMC is based on the concept of value, which may be described as a ratio of benefits to
costs or what the customer receives versus what he or she gives. The marketer can utilize various
strategies to boost the value of the consumer offering, to increase benefits while lowering costs.
The primary goal of marketing communication is to influence the consumer’s perception of value
and the cost-benefit relationship (Holm, 2006). This paper will examine whether Apple’s IMC
tactics were more effective in a traditional venue versus a digital venue. In addition, make a
recommendation for improvement.
Apple, Inc. Traditional Venue
According to Nicolás Marín Ximénez & Sanz (2014), “Apple has surpassed Microsoft as
the world’s largest technology company in terms of market value. The iPod transformed the
music industry, the iPhone revolutionized the mobile phone market, and the iPad transformed the
entertainment and media businesses” (p.1594). Apple created, manufactured, and sold personal
computers, mobile phones, digital music players, various software products, related services,
networking solutions, and apps. The company’s goods and services included iPhone, iPad, iPod,
, Mac, Apple TV, iCloud, and a portfolio of consumer products and professional software
applications.
Most businesses’ main goal is to promote the brand while also capturing and retaining
those consumers who have yet to be won. With its ever-changing product lineup, Apple has been
able to do precisely that over the years. Apple’s promotional strategy includes product
advertising, public relations, sales promotion, and personal selling. When they advertise on
television, they utilize celebrities to endorse their products, causing their fans to want to use
Apple products as well. Alternatively, advertisements in the press or on television promote the
features of Apple products. Apple would also promote on public transportation, including buses,
bus stops, taxis, and billboards, among other places. Customers who have problems with their
Apple products can visit their local Apple store and speak to a support technician or sales
representative about their concerns. The Apple public relations team is in charge of determining
how the public will react to Apple product(s). “Customers are loyal to Apple’s products, but
they are also drawn to what Apple represents; including a sense of independence and an anti-
establishment perspective” (Kenney, 2007, p.114).
Apple, Inc. Digital Venue
According to Ogden & Ogden (2014), “Electronic marketing is the use of digital
technologies to sell goods and services. Internet marketing makes use of the internet to market
goods and services” (sect.3.1, para.14). Apple, Inc. has dominated this field of digital marketing
for the last few years. It is not easy to imagine a company with a more significant influence on
culture, entertainment, media, and technology than Apple. The company utilizes all social media
platforms to advertise its products. “Break the marketing mold. The Apple Way is that Jobs’
success is due to his eagerness to embrace untraditional marketing strategies, organizational
commitment, and Apple’s source of competitive advantage” (Kenney, 2007, p.115).
