Apple's Marketing Campaigns: From 'Get A Mac' to 'Why You'll Love a Mac'
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The campaign focused on comparing its products with that of its main competitor, Microsoft. Apple was emerging as a leader in a number of other electronic products like mobile phones, tablets, etc. It wanted to leverage on its successes in these other products and improve its fortunes in the personal computer business. The comparison of the features was done through two characters which were shown as personifications of Microsoft’s PC and Apple's Mac. The campaign was quite successful and led to a significant increase in the sales of Macs. It won many awards and was hailed by critics for projecting the differences between Macs and Windows with dignity and humor. However, some observers criticized the campaign for just projecting the differences between the two platforms while not giving any reasons for the consumers to buy Macs. This case is meant for MBA/MS students as a part of the Marketing Communications/Marketing Management curriculum.
The case will help the students:
Marketing communication, Advertising, Comparative advertising, Advertising appeals, Mac, Apple, Computers
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