Executive Summary

An integrated Marketing Communication plan (IMC) is a plan that incorporates

market research, marketing channel selection, strategic planning, creative briefs, budgeting,

audience segmentation, and campaign messaging, metrics, and evaluation to achieve the

maximum possible results from marketing activities. Unlike traditional advertising, IMC

ensures consistent messaging to create a powerful impact in the minds of consumers. This

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consistency makes it likely for consumers to recognize and trust the brand. IMC's primary

objectives include creating brand awareness, generating product interest, increasing the desire

for products, and promoting sales.

IMC has changed how communication and marketing are conducted in the business

world. IMC unifies marketing communication elements into a consistent brand identity across

different media channels. It creates a database to continuously monitor and respond to market

needs, forming relationships with consumers. Various tools used in IMC include direct

marketing, advertising, public relations, sponsorships, social media marketing, personal

selling, mobile marketing, and sales promotion. After a brand strategy is formed, an IMC is

created to influence brand and sub-brand perception across the media and channels. Apple

Inc. promotes its brands through print and broadcast media, emphasizing how its brand is

different from the competitors'. Advertisements are carried on media through the life of the

product. The brand becomes visible, and brand awareness is enhanced across the market.

Apple Inc. started operations by manufacturing computer hardware and software but

has transitioned to manufacturing mobile phones, smartwatches, laptops, entertainment

devices, and other products and services. Apple has been driven by simplicity and tends to

manufacture easy-to-use devices. It has become a market leader due to its stylish and strong

brand. It has favorably competed with its rivals due to its top-notch creativity in device

designs and marketing strategies. It keeps its marketing simple but catchy with no technical

details about its products in its adverts. Its strategy has worked to its advantage. With stiff

competition from Samsung, Dell, and other big brands, Apple has realized its competitive

advantage and has capitalized on it.

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 Table of Contents
Executive Summary...................................................................................................................2
Situational Analysis....................................................................................................................6
Product....................................................................................................................................6
Price........................................................................................................................................7
Place........................................................................................................................................7
Competitor Analysis...............................................................................................................8
Target Market Analysis...........................................................................................................9
SWOT Analysis..........................................................................................................................9
Strengths...............................................................................................................................10

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 Ease of Use........................................................................................................................10
Product Quality.................................................................................................................10
Innovation.........................................................................................................................10
Brand Visibility.................................................................................................................10
Weaknesses...........................................................................................................................11
High Product Prices...........................................................................................................11
Reputation Issues...............................................................................................................11
Operating System..............................................................................................................11
Opportunities........................................................................................................................11
A rise in demand................................................................................................................11
The Economy of Scale......................................................................................................11
New Product Lines............................................................................................................11
Threats..................................................................................................................................11
Competition.......................................................................................................................11
Pressure to Reduce Prices.................................................................................................12
Accusations of Slowing Down Older Phones...................................................................12
Marketing Objectives...............................................................................................................12
Communication Objectives......................................................................................................13
Target Market...........................................................................................................................14
Marketing Strategies................................................................................................................16
Positioning Statement...........................................................................................................16
Message Strategies................................................................................................................17
Signature Creative Piece.......................................................................................................18
Marketing Tactics.....................................................................................................................22
Out of Home Advertising.....................................................................................................22
Digital Out Of Home (DOOH).............................................................................................23
Place-Based Out of Home Media.........................................................................................23
In-Store Media......................................................................................................................23
Transit Advertising...............................................................................................................24
Budgeting.................................................................................................................................24
Implementation........................................................................................................................25
Evaluation of Performance.......................................................................................................28
References................................................................................................................................29

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 Situational Analysis

Marketing mix refers to the four key elements of product, price, place, and

promotion (4Ps) that are involved in marketing. The purpose of this mix is to find the correct

combination that a company can use to gain a competitive advantage. This is done with one

goal in mind, which is to meet specific customer needs (Padhy et al., 2008). Marketing does

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not only include promotion but also includes production, pricing, and distribution to meet

human needs.

Product
The product can be anything offered in the market to satisfy a need. Products include

services, properties, information, ideas, events, and physical goods. The product offered must

be of value to the user who will meet its cost. According to Padhy et al. (2008), a product line

can be differentiated depending on market segments (213). Product may be the different

items or services an organization offers to existing and prospective customers. An

organization should decide the appropriate product mix it needs to develop for its clients. The

ability to produce must be assessed to ensure there is adequate capacity. Apples products

come with its physical characteristics like brand name, design, volume, and the likes. Each

product has a perceived value that allows organizations to price it profitably. All products

have a lifecycle that marketers need to understand to put strategies for every stage. Their

products entail desktops such as the Apple iMac, laptops, which they refer to as Apple Mac

Books, mobile phones also known as IPhone, TV sets known as Apple TV and Apple

smartwatches.  Furthermore, the company's 4Ps include cloud-based solutions, such as iWork

for iCloud, that allow customers to store and retrieve their data and use software as a service

(SaaS).

Apple manufacturers have been improving their range of products, making them

robust, faster, and better looking. Product mix answers the questions of product colors, name,

size, usage, and what the customers need. It also looks at how to make the product different

from what is available in the market. It must be different from those of the competitors.

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Price
Price is the consideration customers give to the product. In most cases, it is based on

costs incurred in the production of the product and the expected profits. The value of the

product to the customer may determine its price (Mindtools.com. 2022). Price can be dictated

by consumers, especially the price elastic products whose slight change in price may cause a

big shift in demand. While some organizations may look at the competitors’ pricing to

determine their suitable price, some market leaders do not determine their product price based

on the competitors’. Telecommunication market leaders such as Apple may not watch the

competitors’ pricing. They instead focus on pricing their products the premium way. The

premium pricing technique entails charging a higher price for a product. A premium, is an

amount added on top of the standard or common price. Apple's premium pricing approach

sets high prices for its items in this regard. IPhones, for example, are generally more

expensive than Samsung cellphones. Profit margins are maximized when premium pricing is

used. According to In-house Marketing (2017), a product advertised as an economy or budget

product cannot be priced the same as the one advertised as a premium product. Premium

products attract premium prices while economy products attract lesser prices. Customers do

not mind paying the premium price offered by Apples products due to their products' high

quality. A high premium price is a sure strategy that has increased the company's profitability.

The company also employs a freemium pricing structure in addition to premium

pricing. This method combines the concepts of "free" and "premium" pricing into a single

strategy. Some of Apple Inc.'s products are free, but customers must pay to gain access to

more, advanced, or superior features. For example, the corporation provides free iCloud

storage of up to 5 GB. Customers must, however, pay an ongoing cost to add greater storage

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capacity. Apple's marketing strategy is connected with premium branding and related product

design and development efforts in this regard. (Greenspan, 2019)

Place
A place can be translated to mean the distribution of goods and services to reach

consumers. According to Padhy et al. (2008), it means how and where a product is made

available to consumers (214). Major delivery channels may include personal delivery,

strategic location, referrals, print media, broadcasting media, and telecommunication

networks. Place makes organizations determine the most convenient and efficient distribution

channels to reach customers (Mindtools.com. 2022). Customer behavior may influence the

place mix of an organization, for instance, advertising in media where customers look for

products. Apple's distribution plan includes the following locations: Apple Stores, website

and online stores maintained by the company for laptops and mobile sellers who are

authorized companies .Apple Store is a wholly owned subsidiary of Apple Inc. that maintains

physical or brick-and-mortar stores that sell Apple products as well as related items from

other manufacturers. These outlets, for example, sell MacBook’s as well as other brands'

peripheral products. Customers can also purchase products via Apple's website and online

stores for desktop and mobile devices. The company's website allows customers to purchase

consumer electronics. Online stores for desktop and mobile, such as the App Store and the

iTunes Store, offer apps, music, movies, and other digital content. (Greenspan,

2019).Customers make use of these distribution channels to acquire their preferred products.

With such channels, the company can reach a massive clientele, which translates to handsome

profits.

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 Apart from the above 4Ps, there are also some factors that influence the marketing

mix of a company. The market environment in which the company is operating might

influence its marketing decisions. Socio-cultural environment and competitor actions may

also influence these decisions. An organization, especially in the telecommunications

industry, must grapple with stiff competition from rivals and other substitute products.

Choosing the right marketing mix will guarantee a company a bigger market share, brand

awareness, and more sales.

Competitor Analysis
Competitor analysis involves evaluating the weaknesses and strengths of brands that

may pose a potential threat to our brand. We compare our strengths and weaknesses in

relation to the competitors. Most businesses do not operate in monopoly; therefore, they

cannot ignore the competitors offering substitute and alternative services and products

(sswm.info, 2022)... An analysis of the competitive advantage of our competitors will reveal

the sources of their success, and this will help us to structure our business strategy. Their

weaknesses will reveal what they are doing wrong, giving us an opportunity to capitalize on it

for our success. In the Smartphones segment, Samsung is one of Apple's main competitors. In

terms of smartphone market share, Samsung is the market leader. Galaxy smartphones are

widely regarded as the industry's forerunners. Apple's iPhone and Samsung's Galaxy are

battling it out for market share. It had a significant impact on the iPhone market share in one

way or another. Samsung is able to make phones at a low cost. Samsung has a significant

market share in the laptop area, although it is not among the top apple competitors. Another

company that competes with Apple is Dell. It is a multinational computer firm based in the

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United States that manufactures, sells, and repairs computers and computer-related parts

(products and services). In the laptop market, Dell is a prominent competitor of Apple. Top

Apple competitors include HP Inc., which sells PCs, laptops, printers, scanners, monitors, and

3D printers. Dell and Lenovo are the most successful firms, accounting for over 22% of the

market, followed by Dell, Acer, and Apple. HP Inc. offers products of acceptable quality at

reasonable rates. Apple, on the other hand, offers high-quality products at a premium price.

HP Inc., for example, is a prominent Apple competitor with products such as the specter and

MacBook. (Farooq, n.d).

Microsoft is also another key competitor of Apple. Windows, Office, Xbox games,

Surface, and mobile devices are all part of Microsoft's product portfolio. Microsoft is a major

competitor of Apple in a number of areas, including operating systems, computers, and

cellphones. Finally, Google is a major rival of Apple's. Google is well-known for its search

engine, online advertising, cloud computing, Google maps, operating systems, and desktop

and mobile apps. In the operating system market, Google is Apple's main competition. With a

market share of 84.7 percent in that category. Apple iOS, on the other hand, has a market

share of 11.7 percent. In the smartphone market, Google Pixel is Apple's main rival. Both the

iPhone X and the Google Pixel 2 are high-end smartphones that compete for customers.

Although the iPhone X has a better screen design and supports wireless charging, the Pixel 2

offers a better camera and smart assistant. These two brands are battling it out for market

share and income. (Farooq, n.d)

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Target Market Analysis
This analysis involves assessing how our products fit into a market and where they

will score more acceptance among customers. The main target is our potential customers

since we need to identify whom we will market and sell to (Kappel, 2017). The target market

is specific, with a particular group of potential consumers in mind. An organization should

know whom its customers are and where to find them. Market segmentation is good in order

to reap maximum benefits from this target market (Kappel, 2017). Resources will not be

wasted marketing to the wrong audience. Apple's target market age ranges from 22 to 55,

with males accounting for the majority of its target market gender. The user ratio of males to

females was close to 1:1 (53/48). However, the number of male users increased rapidly, and it

soon reached nearly 2:1. The male to female user ratio is currently 60.8 percent and 39.2

percent, respectively. The target market's average income is roughly $98,000, which is

significantly higher than typical device owner demographics. Its geographic market is based

in Brussels, Dubai, China, London, New York, San Francisco, and other cities where they

have stores, but thanks to a strong ecommerce basis, they have made app stores as in apple

products available in 155 countries. (Andrew, n.d)

SWOT Analysis

The SWOT analysis shows the company's internal strengths, weaknesses, external

opportunities, and threats that the business faces. Strengths and opportunities are used to

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leverage weaknesses and threats. SWOT analysis helps firms develop an awareness of the

factors involved in decision-making.

Strengths
Ease of Use. The company takes pride in the user-friendliness of its products.

Simplicity defines its products. One of the reasons consumers buy Apple's products is that

they are easy to use. Consumers do not experience challenges while interacting with the

products. Using the devices does not require any training that might discourage consumers.

This has made consumers embrace the products.

Product Quality. Apple does not compromise the quality of its products. The

materials used are good quality; hence, the products give consumers value. Viruses cannot

easily attack the products because their operating systems are virus resistant. Consumers are

assured of their files and information safety in the gadgets.

Innovation. Innovation has been a core activity in Apple's operations since its

inception. Since 1976, Apple has been coming up with better products that command the

market, which has given it a competitive advantage over other manufacturers. The company

is constantly improving the features of its gadgets, which the consumers have lauded. Apple

has constantly improved the quality and performance of its gadgets, putting it ahead in the

game and giving its customers unprecedented satisfaction. Consumers have a reason to keep

going back for the products.

Brand Visibility. Apple's awareness is elevated due to consistency in marketing and

advertising activities carried out in print and media. Apple has been able to bring awareness

to the world population of the existence and availability of its state-of-the-art gadgets. It has

helped it to penetrate the market and command a good share.

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Weaknesses
High Product Prices. Apple products are charged a premium price, targeting middle

and upper-class customers. This makes the company's products almost inaccessible to low-

income consumers.

Reputation Issues. Some factories in China have a negative reputation for putting

their workers through unsafe working conditions. This ruins the brand reputation that the

company has struggled to make and maintain over the years.

Operating System. Apple uses its operating system, which Android users may find

difficult. The free applications that one can freely download from Android phones may not be

readily available with Apple gadgets. This may deter some potential customers from

purchasing Apple products.

Opportunities
A rise in demand. The global market's demand for Apple's mobile and computing

devices has increased steadily. People have embraced the digital world and are keeping pace

with any changes. This increase in demand is an opportunity to make more sales.

The Economy of Scale. The cost of production is decreasing, which will lead to a

decrease in the price of Apple's products. Apple can take advantage of this and increase sales

volume, which will earn it more revenue.

New Product Lines. This will be an opportunity to grow and increase market share.

Threats
Competition. Apple has been through a lot of competition from the other electronic

manufacturers. The electronics market is crowded, and market share is threatened. Stiff

competition comes from telecommunication companies like Samsung, Hewlett Packard,

Microsoft, Dell, and Huawei (Farooq, 2022). Most of these competitors manufacture

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smartphones and laptops. With no brand loyalty, these competitors would pose a great threat

to Apple's market share.

Pressure to Reduce Prices. Apple gadgets are relatively expensive, and many

desiring customers are locked out. These calls to cut prices may yield, and the company

might lose some income.

Accusations of Slowing Down Older Phones. The company has been accused of

slowing older devices to make customers upgrade to a newer version. This can lead to the

loss of customers.

Marketing Objectives

Marketing objectives are workable goals designed to offer clear and specific

activities. The millennial life in a digital world has broken away from the traditional media.

Digital advertising has taken over the market and the TV (Belch & Belch, 2017). Advertisers

are getting greater returns from digital advertisements than from traditional adverts.

Marketers are increasing their emphasis on data-driven marketing spending while mobile

spending has commandeered more money. The media environment changes and marketers

evaluate the models to guide the IMC program. A sound advertising and promotional mix

should be sought for an effective plan to be put in place. The major marketing objectives for

Apple Inc. include; positioning Apple as a premium brand, increasing market share,

enhancing brand value and visibility, conducting direct manufacture and sales, and inventing

new products. Apple maintains a high price for its premium brands, making them affordable

to middle and upper-income consumers. The high price and quality have attracted some

customers (Lan, 2021). Looking at the consumption patterns of Apple products, some

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consumers may stop purchasing the products if the price is lowered.

With such marketing objectives, Apple needs to accomplish them to maintain its lead

and gain more share in the market. An objective would then be to grow its market share by

10% in the next year .To increase the percentage of sales by 30% within the last quarter of the

year. This will be achievable with continuous innovation and research that will enable the

company to manufacture top-notch products. Innovation and research will be the driving

force in the production of new variants that will improve the current products. Apple’s unique

value proposition will be used to develop smaller packaging that has given it a competitive

advantage. Using print advertisements and commercials throughout the products' life will put

the company ahead of the pack. Such marketing objectives will ensure consumers are aware

of the brands; they try out products, lock in loyal customers, enlighten customers about

upcoming products, increase product uptake and identify potential customers. This marketing

plan will have an overall advantage of increasing sales, market share, and profitability. The

company has an able team to help it achieve its marketing objectives.

Communication Objectives

An IMC program has a primary role in communication, and its planning should be

based on the objectives. Promotional efforts and advertising are designed to attain

communication (Belch & Belch, 2017). Communication informs consumers of products and

services, thus eliciting their interest. Consumers go through three suggestive stages:

cognitive, affective, and conative. Consumers first become aware, and then with subsequent

communication, they become knowledgeable and finally make a buy decision. Apple has its

way of reaching out to consumers. It keeps messaging and visuals very simple without

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particular details like features and pricing. Its marketing is built on simplicity.

In its communication, Apple commits to providing excellent products that enrich

customers' lives and make the customer experience wonderfully satisfying. Apple embraces

negative and positive feedback to make everyone feel acknowledged and valued. By so

doing, the company forms lasting relationships with clients. Apple aims at convincing the

target audience that its products are better than those of its competitors. The company's print

ads and commercials focus on Apple products' difference from the rest. This sets things clear

that Apple customers are different from the rest and enjoy superior services from their

devices. Unlike other devices that use the Android system, Apple uses its operating system. A

communication objective would then be to increase awareness of existing products by 20%

win 12 months. This will be done by educating its customers on the benefits of Apples

operating system over Android. To increase their brand image among existing and potential

customer by 5% within a year. This will done by changing the negative consumer perceptions

to positive ones so as to enhance brand image.

Target Market

Apple capitalizes on its key competencies to design and manufacture state-of-the-art

devices of high quality that are sold at a premium price. These gadgets have a target market

comprised of professionals, upper and middle-class customers, and students. Apple's market

segmentation depends on the customers' occupation, lifestyle, and age. The most popular

products are iPod, iPhones, Macs, and Apple watches. The preference for these products is

distributed across all spheres of life. Everyone has their preference, from the youth to the

elderly, men and women. According to Belch & Belch (2017), millennials have a significant

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purchasing power that no company can ignore, though they are difficult to market. Most

companies are designing marketing programs aimed at eliciting their interests. Most of that

generation does not like to spend, maybe because they have been through the most

challenging economic times. Capturing their interest may rope in massive sales for the

company because of their potential. Various market segments present different opportunities

for Apple. The target market may be segmented demographically, geographically, or

depending on values, attitudes, usage, and benefits. According to Belch & Belch (2017), the

process for target marketing involves; Identification of markets whose needs have not been

met, market segmentation, identifying a target market, applying marketing strategies to

position the company. Marketers do not go after the entire market but break the market into

segments for marketing and promotional activities. Different products, services, and brands

are targeted for each segment.

Geographically, Apple has its presence in each continent, emphasizing America, China,

Europe, Japan, and Asian countries. Africa and the Middle East, as well as Australia and the

Pacific segment, are also considered. Apple's products target both male and female clientele

with no preference. However, only the upper and middle-class are targeted because of the

premium price. Children, too, are a target market for the video games on the iPad. Most

adults use iPhones to communicate and Mac Books to work.

Apple products are expensive, and the customers are willing to pay the premium price

for the products. It satisfies their self-esteem to own an expensive Apple product and acts as a

clear display of their social and economic status in society. Apple comes with other benefits

like after-sales services that make their customers loyal. Apple product owners can

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communicate directly with the company in case of any issues, and the service team is readily

available to assist them.

Marketing Strategies

Apple's marketing strategy is centered on manufacturing premium brands. It is

committed to giving the consumers the best experience through its high-end brands operated

by Apple operating system. Apple's products are distinguished from the rest of the market.

According to Apple (2018), simplicity drives their products, and it is the most crucial

marketing strategy the company uses.

Positioning Statement
Market positioning focuses on either the competition or the consumer to meet

consumer needs and give product benefits that competitors do not give (Belch & Belch,

2017). Businesses can base their positioning on five main strategies. It can be based on price,

quality, characteristics, use, and competition. Apple aims at creating an emotional connection

with consumers via exceptional customer experience. The industry is very competitive, and

Apple bases its positioning on competition and other strategies.

Based on the price, marketers position their brands to reflect an image of high-quality

products while making the cost irrelevant or secondary. The quality benefits of the products

come first. Apple keeps the price of its products high to generate and maintain favorable

perceptions in the market. Apple keeps it simplified and hardly puts the price tag on its

marketing and promotion efforts. It concentrates more on the quality of the products and the

benefits consumers can derive from them. According to Belch & Belch (2017), for the

positioning strategy to work effectively, the product quality must be better than or

comparable to the competing brands. Apple products fall in the high quality and price

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category, with some consumers associating with the brand because of the price. The company

has consistently kept its messaging visuals simple without product features and pricing. There

is no pomp and special effects.

Message Strategies
Apple relies on simple messages while marketing and promoting its products. Mainly,

Apple relies on emails to target customers, informing them about new products. The use of

rational appeal would then be applicable in this case as Apples main aim is to educate its

customers on the benefits of their products. Apple strips down product details to the

fundamentals in its advertisements and promotion activities. Typical Apple billboards carry

the product name with a clear picture with no pricing or technical specs and special effects

(Moorman, 2018). It is well designed by the marketing team to keep it simple as per the

company's driving force, simplicity.

Signature Creative Piece

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19
 I have designed an ad for an Apple mobile phone with the following message, “The

most elegant, powerful, and simple device that meets all your communication needs in style."

Apple's signature word 'simplicity' is an integral part of the message signaling the device as a

simple piece of art to use. Apple has powerful devices that are more stylish than the rest of

the competitors. In my ad message, I have used the words 'powerful' and 'stylish' to bring out

the kind of mobile phone consumers expect to get in the stores. Most Apple customers like

the brand because of its stylish nature, which puts it ahead of the rest. Such words depicting

its general characteristics are important and should not give many details, thus demonstrating

the conclusion drawing nature of the message. This message can be carried in the media,

more so in print and online media. This message will give consumers a picture of a powerful

gadget that is very stylish and user-friendly, capable of performing all the tasks they may

need with a handheld device. This ad does not include the price of the mobile phone, which is

in line with Apple's marketing strategy of excluding prices in its advertisements. The target

market does not mind the price; they give more priority to product quality and elegance.

Elegance is not a key element in the competitors' gadgets, and this will make Apple gadget

owners proud of their possession. The key message is; to make it look different from other

mobile phones.

The promotional mix of Apple Inc. includes media and print advertisements. The print

advertisements include billboards, flyers, publications, and pullouts, while the media includes

televised and internet ads and other social media platforms. The company also has a website

that posts information that consumers can access. This ad will incorporate the same

promotional aspects. The above ad when featured on television will incorporate an attractive

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source, use of a spokesperson would be ideal so as to have power to enable the receiver to

comply immediately, an advertisement program is aimed to reach the target audience, which

the company considers potential buyers. The first step is to pick the criteria for the

advertisements (Belch & Belch, 2017). Selecting the proper criteria needs a consideration of

the budget, target audience, and key performance indicators. The next step is to match ad

networks with the KPIs. The third stage is the trigger part, where an ad waits for someone to

view it. After triggering an ad, it is then tracked for effectiveness.

In an IMC program, the advertising message is an essential component. An

advertisement communicates information and offers entertainment, appeal, and motivation

(Belch & Belch, 2017). Advertisements appeal to and shape consumers' desires, solve their

problems, or satisfy them. A creative strategy and tactic determine what message the ad will

convey and how it will be executed. Producing an advertisement is expensive, and its success

depends on how it was developed and executed. The target is to win the minds and hearts of

consumers. Creative advertising has a longer-lasting effect on consumers and can help

companies make more sales irrespective of their excellent products. It can help reverse the

misfortunes of a struggling product. Creative advertising also helps save on advertising

expenses as it works faster and is more memorable.

Media strategy involves formulating strategies for attaining the objectives. Medium of

delivery, such as broadcast media, print media, direct marketing, and support media, are

identified to reach the target audience. Media coverage and frequency are also considered for

efficient delivery of the message. Media strategy comes up with a combination of media that

facilitates the communication of a message effectively and reaches the maximum coverage of

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potential consumers. As times change, it is necessary to update strategies to match time and

circumstances.

Marketing Tactics

Marketing seeks to reach out to potential consumers through media. Media channels

are used to communicate and promote products. Support media has become popular over

time, while the traditional media has updated its operations to match the new marketing

demands. Apple will adopt numerous tactics, as outlined below.

Out of Home Advertising

The majority of outdoor advertising uses street furniture and billboards. This medium has

existed for ages and is still acceptable today (Belch & Belch, 2017). Billboards have evolved

from two-dimension to 3-D form and have attracted much attention. Digital messages have

made advertisers participate in the activities since changes can be made quickly and often.

Advertisers have placed electronic billboards in shopping malls, freeways, and other strategic

places. Many companies, including financial, automobile, real estate, hospitality, and others,

have embraced out-of-home advertising. Apple will do so based on the ad.

Digital Out Of Home (DOOH)

1. Video advertising that includes video screens in strategic places

2. Digital billboards and screens that use LED or LCD technology to transmit

messages. Most of these are used in places with heavy human traffic like shopping

malls, transit terminals, and entertainment spots.

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 3. Place-based adverts also use digital technology to communicate messages. These use

smaller signs installed in enclosures like restrooms, escalators, public transport, etc.

DOOH is expected to grow because of its ability to attract attention, be creative, and

customer engagement. Apple will do so based on the ad.

Place-Based Out of Home Media

in the form of banners on airplanes and blimps. These forms are not expensive and are used

to reach a specific target group of consumers. Apple can have airplanes pull banners,

especially during mass public functions like the Olympics and other sporting events. Mobile

billboards are another form that involves painting or branding trucks, cars, and vans with ads.

Small billboards are also mounted on trucks and trailers and drive around in the target

market. They are affordable and lead to good impression results. Apple will such billboards to

market in the areas they are likely to get the attention of upper and middle-class consumers.

In-Store Media
Apple Inc. has been using media such as aisle displays, in-store TV, leaflets, and in-

store ads to reach out to shoppers at their favorite shopping places. According to Belch &

Belch (2017), 44% of shoppers say they noticed in-store ads. 75% of those who noticed

confirmed a likelihood of purchasing the products advertised. Some purchase decisions are

made in the stores when they make purchases. Reaching the consumers at their point of

purchase can influence their decisions. Apple will continue to use in-store media displaying

the message based on the created ad on their stores.

Transit Advertising
This form of advertising is targeted at the consumers exposed to commercial transport

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like buses, trains, airplanes, taxis, subways, and trolleys. Apple will be using this, especially

airplanes, because air travel is one popular means of transport among the upper and middle-

class.

Budgeting

Marketing and promotional activities need financial allocations during the lifetime of

a company's products. Marketing financial needs vary among companies. Apple is a leader in

both quality and quantity of advertisements, but it has stopped disclosing its advertisement

expenditure. However, in 2015 the company spent an estimated 1.8 billion dollars. Apple's

marketing budget for 2021 was more than $500 million for marketing its Apple TV. Apple

can employ several budgeting methods depending on the circumstances and preferences. I

would recommend the use of objective and task methods for Apple Inc. This is because this

method is a buildup approach based on objectives. This budgeting method has three steps:

setting communication objectives, identifying tasks and strategies needed, and estimating

costs. Apple communication objectives include be to increase awareness of existing products

by 20% within 12 months. To increase their brand image among existing and potential

customer by 5% within a year. Since the company's main target is not to cover the whole

market but to target specific individuals, this method will be easy to estimate.

A tentative marketing communications budget will meet the advertisement

requirements to reach the target consumers. It should not be expensive, but the cost should be

reasonable and commensurate with expected results. In my budget, I would consider a share

for each medium, including print media, televised media, and online media, with a share of

20%, 30%, and 50%, respectively. Online media is bound to reach out to more potential

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customers than the other channels, hence the most significant budget share. Upper and

middle-class residential areas in America and Europe will receive more coverage than other

regions. New products will be featured more than their older counterparts will.

Implementation

Implementation is executing a decision or a plan to achieve its intended goals.

Marketing and promotional plans aim to promote a brand, increase sales, increase brand

value, and increase the market share. Marketing plans cannot be successful without

implementation (Belch & Belch, 2017). Apple's media plan should be executed in a manner

that will reach the intended consumers. Apple has an energetic, well mannered, and highly

informative marketing team in the Apple stores to disseminate all necessary information to

consumers. The marketing team can also persuade potential consumers to purchase the

company's products. Apple can collaborate with celebrities, influential personalities, public

figures, and brand influencers to enhance brand awareness. A direct engagement with

potential consumers will enable the company to secure more sales and market share and

enhance brand awareness.

When a new product is due for launch, Apple will roll out more advertisements

featuring the new brand than the others do. Rolling these adverts will involve televised

commercials, billboards, including mobile ones, print media, and all other channels that will

attract the attention of its target market in an effort to increase market share. Starting with the

American, European, and Asian markets, it can roll out to other geographical regions that

have previously embraced the products, like Australia and Africa. Selection of media will be

critical as the timing of such adverts. Some radio and television programs have a large

25
following, and Apple will air this ad during such shows. Different shows and programs are

popular with different age groups and social-economic classes. It will be necessary to

differentiate them to reach the target audience. According to Belch & Belch (2017), some

elusive consumers like the working elite, students, and teenagers can be reached through

radio than other media. Non-English speaking consumers can be reached through radio, for

instance, Spanish and Hispanic stations.

Event marketing is a popular way of reaching consumers. A live broadcast will be

sponsored during popular events like sports and festivals. Some sporting activities like

Olympics, Paralympics, football matches, and world cup competitions will also be an

excellent frontier to promote brand awareness. These activities command large crowds of

participants, sponsors, and fans who can offer a fertile market for the products. Apple will

collaborate with live broadcasters during such events and have their advertisements run. The

events are a crowd puller, and chances of roping in consumers are high. This will be an

opportunity for Apple to change perceptions of prospective customers with a negative image

of them. The entry fees will be high, and only the middle and upper classes can afford to

attend. The audience will coincidentally be set by the events, to the advantage of Apple.

Print media and other channels will be used about the target market of Apple

products. Magazines and newspapers, now available in digital format, will be used as an

advertisement platform. Though some are still using traditional print, they too will be used to

pass on the information and elicit consumer interest.

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Source: https://www.visme.co/templates/infographics/tech-product-launch-dichotomous-

flowchart-1425283858/

Evaluation of Performance

Performance in any business venture should be measured to ascertain the

accomplishment of objectives. The advertising and promotion activities exercise needs to be

27
assessed for success or failure. The evaluation should be able to quantify the outcome of the

marketing plans executed. There are various advantages to assessing effectiveness, including

eliminating costly mistakes, assessing alternative strategies, enhancing advertising efficiency,

and evaluating achievement (Belch & Belch, 2017). The measurement metrics for advertising

efficiency depend on the objectives of the campaign. There are no standardized metrics for

this measurement. Research is necessary to determine whether the desired objectives have

been delivered. A successful marketing plan will translate to increased sales and revenues.

Even where sales do not improve immediately, customer inquiries and follow-ups should

paint a picture of the success or failure of the marketing plans.

In evaluating performance, decisions have to be made on what to test, when to test,

and how. Marketing plan performance does not need a laboratory test but a field test.

According to Belch & Belch (2017), testing can be done at different stages of advertisement

development. These tests will explore the response of targeted consumers to the

advertisement. Tests can be run to establish effectiveness. These include inquiry, split-run,

recognition, and recall tests. These will measure whether the target audience has received the

message, understood it, and whether they have acted on it. If the advertisement is effective,

the target audience will understand the message and recall it. Some will take the next step of

enquiring further details or even making a purchase. By so doing, we will be in a position to

evaluate the effectiveness.

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