Online topic discussion Essay Example

  • Category:
    Marketing
  • Document type:
    Assignment
  • Level:
    High School
  • Page:
    2
  • Words:
    1338

Name of school

Location of school

The Apple iPad Mini Print Advertisement Images

online topic discussion

online topic discussion 1

online topic discussion 2online topic discussion 3online topic discussion 4

Images courtesy of Google Images

Introduction

Being a global brand, Apple’s print media track record has been nothing but solid. However, the company’s latest ad campaign for the iPad Mini on the back covers of different magazines was genius (Needle 2013). The advertisement ran on back covers of Time, Wired, Surfer, The New Yorker and Wallpaper magazines (Needle 2013). The display of the iPad Mini on the magazines’ back covers showed the actual front cover of each of the magazines.

Ever since the emergence of portable digital media, there has always been the notion that print media would die (Hooper 2012). Marcello Serpa stated that ‘print is a magical medium, inside a frame. If there is an idea, it will most definitely pop out in print media’ (Needle 2013). By placing such an advertisement on print media, Apple demystified the myth that it would kill print media and thus encouraged readership of print products. In an interview of a TBWA/Media Arts Lab spokesman, the advertisement tried to demonstrate on the capabilities of the iPad Mini screen (Sinclair 2012). Putting the image of the iPad mini next to a real iPad Mini, it is clear that both are of the same size. The massage of portability and that the iPad mini is smaller than the magazines but one can still be able to read the entire magazines on the gadget is clear (Sinclair 2012). This speaks volumes without the need of any texts. Additionally, the iPad Mini’s image does not need the services of a person to show just how good and efficient it is for reading magazines.

According to Mashable contributor, Seth Fiegerman, prior to advertising the iPad Mini in the five magazines, Apple had been getting mixed results in its advertising endeavors. It only struck gold with its creative print media advertising strategy for the iPad Mini (Seth 2012). Fiegerman also noted the white space and the rounded edge at the magazine’s binding and this was also clear for anybody with a keen eye. Apple made the most out of this white space as the company was able to show off iPad Mini’s sleek (Seth 2012). This view by Fiegermanis absolutely critical as any print ad with very few or no words needs to make good use of print space to communicate its message without its target audience needing to struggle. The advertisement passes a subtle message that magazine publications can be read digitally via iPad mini’s Newsstand application.

Simplicity in advertising is very important as a business has only one chance to impress its target audience and most importantly have it hooked on the product being advertised. According to AppleInsider.com, one of Apple’s famous slogans has been ‘Simplicity is the Ultimate Sophistication’ and the company could not have done a better job with the iPad mini advertisement (Apple Insider 2012). This is portrayed by the lone iPad mini image at the back covers of the five magazines, a page usually crammed with images, which demonstrate the height of creative simplicity in advertising. This image is flanked by a tiny ‘iPad mini’ print and the apple logo and that is all (Apple Insider 2012). It is a strategy that kept Apple products loyal and has attracted other consumers as well (Apple Insider 2012).

References

Hooper, M. 2012. ‘Who says print is dead? Is the internet really killing print publishing – or could it prove to be its unlikely saviour, with niche magazines thriving in the digital era?’ The Guardian, 3 June, viewed 22 April 2014, http://www.theguardian.com/media/2012/jun/03/who-says-print-is-dead

Sinclair, M. 2012. Apple iPad mini, in Print, Creative Review, viewed on 22 April 2014, http://www.creativereview.co.uk/cr-blog/2012/november/apple-ipad-mini-print-ads

Needle, D. 2013. iPad Mini ad Campaign Wins Design Award for Magazines, TabTimes, viewed on 22 April 2014, http://tabtimes.com/news/media/2013/06/19/ipad-mini-ad-campaign-wins-design-award-magazines

Apple Insider. 2012. New iPad mini Print Ads Highlight Newsstand, Portability. Apple Insider, viewed on 22 April 2014, http://forums.appleinsider.com/t/154652/new-ipad-mini-print-ads-highlight-newsstand-portability

Seth, F. 2012. Apple’s Latest iPad Mini Ads Are Genius, Mashable, viewed on 22 April 2014, http://mashable.com/2012/11/28/ipad-mini-print-ads/

Wentz, L. 2013. Apple Wins Press Grand Prix — With Campaign for Tablet, AdAge, viewed on 22 April 2014, http://adage.com/article/special-report-cannes-2013/apple-wins-press-grand-prix-campaign-tablet/242211/

Comment for Student 1- Lego ‘Imagine’

The student makes a clear case for the Lego ‘imagine’ ad campaign. The ability of any company to grasp how to play around with consumers’ perception is always one step ahead of its competitors. According to the student, this is the case that Lego Company found itself in such a situation. However, despite this, the student concentrates on social media advertising campaign rather than print media as per the instructions. Reading through to the end of the article, nothing points to an idea that Lego employed a creative ad campaign through print media. The instructions specifically asked students to choose any form of print media ie. Magazines, newspapers, newsletters, booklets, flyers, direct mail or anything else that is printed to give an account of a product/service advertisement.

The student has however done a good job analyzing the views of senior marketing executives on Lego’s ad campaign on social media such as Joel Windels, Marketing Manager for EMEA at Brandwatch and Chaitanya Chunduri, the Regional Brand Development Manager of Unilever. Be builds on their perspectives step by step and concludes by making his own overall views. If the article had concentrated on a good example of print media ad campaign by Lego, then it would have made a good read as per the instructions given.

Comment for student 2

From the onset of the article, the dynamic nature of advertising media is clearly demonstrated by the student. He explains how it is important for advertisers to keep their strategies up to date with the dynamics of the industry. He also points out the main users of advertisement services as being politicians as they need to sell themselves and their manifestos to the citizenry in order to attract more voters to their respective parties. The article also explains the requirements for a successful print media ad campaign and gives a good example of the Daisy Girl advert by Lyndon Johnson.

One area where the article fails slightly is giving an account of what the views of practitioners in the field were and expounding on them. To my understanding of the article, the student gave his own account from different literatures. This is evident because the article fails to mention any names of any industry practitioner or scholar who gives a professional view of the Daisy girl advert. Although it was a personal good effort, expounding on the practitioners views and perspectives would have added weight to his article. Another area where the article fails is by spending very little time on the advert itself by and more time on the general idea of political advertising.

Comment for student 3- Penguin Audiobooks

This article starts strongly and does an excellent job by directly mentioning, in the first line, what print ad campaign it is going to discuss. This grasps the attention of any reader and keeps him/her glued to the article. It also gives a vivid description of how the print ad looks like and without looking at the picture of the print advertisement, one is able to paint a picture of the whole advertisement. By doing this, the writer of the article successfully brings out the notion of consumer perception which is an important aspect of marketing and advertising.

The success of the Penguin Audiobook print ad campaign is also clearly illustrated in the article. The writer mentions that after the print ad, the company’s audio books sales went up by 15% in just the first week of the ad’s release as well as pointing out that the print ad won a Gold Lion at the Cannes International Festival of Creativity. The introduction of an industry practitioner in the name of McCann, a CEO highlighting his views of and later making personal conclusions on these views, show that the writer did his best to make a personal analysis of the print advertisement.