Question

Topic: Student Questions

Advertising Strategies For Laptops

Posted by Anonymous on 3/19/2008 at 10:58 AM ET 250 Points
i'm a student from National University of Singapore currently doing a module on principles on marketing.

would appreciate to have your professional help on the following questions regarding Advertising Strategies for Laptops

i. What advertising objectives were set for campaigns? How were they determined?

ii. What were the estimated advertising budgets for the campaigns? How were the amounts determined?

iii. Who were the target audiences? What did the companies know about the target audiences and what research were carried out?

iv. What different advertising appeals were used for the campaigns? What were the reasons for their use?

v. What were the main messages and themes in the campaigns? What were the unique selling propositions?

vi. What execution vehicles were used? What were the rationales for the choices?

vii What media were used for the advertising campaigns? What were the scheduling patterns? How did you make such decisions?

viii. Who were the advertising agencies for the campaigns? How were these agencies appointed? What were their roles in the campaigns? How were the agencies paid for their services?
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RESPONSES

  • Posted on 3/20/2008 at 12:46 AM Author
    I am open to any kind of advertising strategies implemented currently in the market on durable products such as laptops or any other type of electronics. I would really appreciate that anyone could briefly give an outline of the advertising strategy in relation to the above questions.
  • Posted by Jay Hamilton-Roth on 3/20/2008 at 8:58 AM Member
    Take a look at the MacBook Air ads: https://www.apple.com/macbookair/guidedtour/

    As well as any of Apple's others videos, such as:
    https://www.apple.com/mac/
  • Posted on 3/20/2008 at 1:44 PM Accepted
    Laptops generally dont have high profit margins, so the campaigns are focused, mostly BTL and interactive i.e the company representative will be there. With Macintosh its different but only for premium SKUs, i guess you understand now why.

    Now lets answer your other questions, the objective is sales figures and is mostly numbers or targets. Advertising budget is set as per the profit margins, in percentages.

    And I would stress on one thing, its not the advertisement campaign that stresses on the target group, its the product that derives it all. When product is made its made with TG in mind, so when you advertise you do to the same TG!
  • Posted on 3/21/2008 at 12:08 AM Author
    Thank you everyone for your valuable responses. Now i know which direction i should go. As stated above, the profit margins for laptops are low thus the campaigns are quite low profile.

    In order to get the most out of the questions, i've decided to focus on iPods with their famous silhouette ads. This question will be closed and i would post another 1 in relation to iPods.

    Thanks again.
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