Evaluation Client Report

The product which i was marketing was the new Apple MacBook pro, the new product featured an all new slimline design, 10% thinner than previous versions, it was 2x faster than the previous model, and included an all new retina HD display. To advertise the marketing campaign,  i took apples old think different marketing campaign in which they included famous artists and celebrities, and re made a new version called think different.. again. I created designs for a Billboard which featured the beatles and the slogan, i felt that this would help to gain customers, and in busy urban areas would help to entice people into purchasing the product, the billboard will be released on the 17th of May. Secondly, i created a YouTube advert, and also a television advert, just like the old campaign the video would feature famous celebrities, music artists and also general people who love the company. Another way in which I marketed the product was to design lanyards and also some hoodies that Apple store staff would wear to promote the product and the advertising campaign. I also created emails that would be sent out to previous Apple customers and those on the mailing lists to inform them that they could pre-order the new MacBook pro. The Emails are scheduled to last for a day commencing on the 24th of May, and the Tv advertising and YouTube video on the 3rd of May. I also created a page on the social networking site 'Facebook' millions of people use this site daily and it was a great way to entice customers into visiting the website and purchasing the product on offer, the social networking site page will be released on the 17th of May.

Overall i feel that the way in which i designed the advertising techniques were really good, i feel that the colour scheme was kept original and stayed within apples conventions of white and black. I feel the images that i used suited the company and the products on offer, and they were of a high quality and made the billboard, and TV & YouTube and Social Media site look very sleek and proffesional. Another positive from my work was that it was created quickly and didn't lack detail from doing so, i worked hard and ensured i used spare time to make the advertising campaign professional and realistic. I received feedback after my presentation of the work, and was told that i had clear understanding of the current market and i had a great understanding of what the audience require. I also received good comments about the release dates i set for the product and also the way it linked in with products from different companies. However, along with all of the positives from the work, i feel that my designs all lacked originality, classmates suggested that i should have created a new colour scheme and maybe created something fresh. I also received a little negativity on the lack of images used to promote the advertising campaign and the product, and if i was to re design these, i would ensure these things are taken into account and dealt with more time and care. I also received feedback from a presentation of my work. The other negative feedback was that the adverts lacked consistency and that they didn't include the same fonts and images, this therefore made the work look less proffesional and made it look like it was rushed. 

Unit 4 presentation feedback

clear understanding of the market and has a good understanding of the audience.
key dates were appropriate and had good dates which linked in with release of dates different products
reached the audience in different ways


adverts lacked originality
colour scheme was too similar to previous products
adverts were not consistent and contained different fonts and images.
lack of unique selling points

Presentation Script, work in progress.

Indirect Advertising through video.

Indirect Advertising through Billboards

Direct Advertising through Social Media

Promotion Hoodie

Promotion Lanyard

Promotional Items

Direct Advertising through Email

Think Different.. Again.

My Think Different.. Again. Marketing Slogan Logo

AOB2: Marketing Schedule

Item	Start Date	Date of Completion
Announcement of the new MacBook Pro	January 11th 2013	January 11th 2013
TV Promotion (Adverts)	6 weeks before the product is released. 3rd May 2013.	The adverts will be frequently up until 8 weeks after the official release of the product. However if after that, the sales start to decrease, the adverts will be more frequent again in an attempt to increase sales numbers.  The TV adverts will feature at any points during the day, however during popular television programmes, they will be pushed to be shown. 9th August 2013 the adverts will be scheduled to be removed.
Computer/Technology Magazines	4 Weeks before the product is released. 17th May 2013.	The adverts will feature in the magazines and online sites for 4 weeks after release, and again if sales start to decline, will be integrated back into the magazines to increase sales.  Friday 12th July 2013 scheduled removal of adverts online and in magazines.
Billboard/Posters	4 Weeks before the release date of the product. 17th May 2013.	These will remain until 3 weeks after the product has been released.  5th July 2013.
Pre-orders on websites (Apple, Apple resellers)	2 Weeks before the product is released. 31st May 2013.	The pre-order period will end at 11:59 a minute before release.
Email Marketing	1 Week before the product is listed for Pre orders. 24th May 2013. Email will inform the customers and people who have set up email notifications that the product is available to pre-orders.	The Emails will last for one day, they will end on the 24th May 2013.
Social Media	4 Weeks before the release of the new MacBook Pro. 17th May 2013.	The adverts on social media sites will end 7 weeks after the release. August 2nd 2013.
Release Date	14th June 2013.	Selling in store and online until December 18th 2016.

AOB 2 - Official Bodies

BARB (Broadcasters' Audience Research Board) 

BARB is owned by ITV, Channel 4, BBC, Channel 5m BSkyB and the IPA (Institute of Practitioners in Advertising). The program audiences are worked out by averaging the audience of all minutes covered by the program transmission, from the start of the programme until the end of the programme, however it excludes any commercials. BARB continually develop new ways of measuring what all or the UK are watching. BARB analyze the amount of viewers for over 275 channels for the week.


RAJAR (Radio Joint Audience Research)

RAJAR is the official body in charge of measuring the audience of radio stations in the United Kingdom. RAJAR operate within the UK and contain approximately 310 stations in use for the survey research. The company is jointly owned by the BBC (British Broadcasting Corporation) and by the RadioCentre.



CAVIAR 

CAVIAR is fairly similar to BARB, it provides reliable cinema audience figures, these are from surveys set out of about 2500 british citizens (cinema goers) from the ages of 7-44 years of age. It has yet to be seen what long-term effect this new initiative will have on cinema advertising. 

ABC (Audit Bereau of Circulation)

ABC is governed by the industry, for the industry. The Board includes advertisers, media agencies, media owners and trade bodies. They represent the interests of the industry across multiple platforms. ABC (Audit Bureau of Circulations), the industry body for media measurement. The Audit Bereau of Circulation manage and uphold standards which reflect media industry needs. These standards determine best practice in how media industry data is prepared and reported. They also offer a world class audit and compliance service to check that data and processes meet these industry agreed standards.

ASA (Advertising Standards Authority)

The ASA is the UK’s independent regulator of advertising across all media. The ASA apply the Advertising Codes, which are written by the Committees of Advertising Practice. The  work they carry out includes acting on complaints and proactively checking the media to take action against misleading, harmful or offensive advertisements. The ASA ensure that the adverts shown are suitable, decent, truthful and of course legal. 

CAP (Committee of Advertising Practice) 

CAP are administered by ASA, they write and maintain the UK Advertising Codes, which are administered by the Advertising Standards Authority. CAP also offer the industry authoritative advice and guidance on how to create campaigns that comply with the rules.

AOB2- Marketing Plan

Description of product:

The product i will be marketing is the new Apple MacBook Pro, its the latest inclusion to a line of existing models, all designed by apple in california. The recommended retail price for the product will be £1200 pounds for the 13inch screen, £1400 for the 15inch screen and the last price will be £1550 for the 17inch screen. The main focus for the advertisement will be the new features of the product, the speed of the product is 2x faster than the previous model, the design makes the new MacBook Pro 10% lighter than the previous model, and also it features an all new design which is a unique selling point for the product.


Marketing Mix

TV Promotion- There will numerous adverts which will advertise and show off the product, focusing on the main features, and what's new about the product, and why the customers should purchase it.

Social Networks- 

There will be adverts featured on the social networking sites, Facebook & Twitter, for those who may not have seen television or magazine adverts, and just in general to advertise the product to a wider audience.



Magazines- There will be multiple adverts in technology magazine, sport, and music and film magazines, just to advertise the product to a wider range of audience.

Website Promotion- There will be a website with full detail of the product, what's new, the prices of the product, release dates, and also videos of promotions from celebrities and other high personnel, who use the product and have positive things to say about it.

Billboards- There will be billboards with the new product on, with a slogan and large image of the product.

Aims of the campaign:

To attempt to advertise the product, in a efficient, professional, and friendly manner, and try and entice customers into purchasing the product. In conclusion the obvious main aims for the marketing campaign are that the new MacBook Pro models sell millions of copies to make money. The other aims are the new product raises awareness of how good the new model is compared to the  previous, old version, mainly so that this brings in new customers who may have been unaware of the item. Also to bring in those who had the previous product, but may want a step up or just fancy getting the new one for its new features. Overall i hope that my campaign will put the new MacBook Pro at the top of all computer models of its kind, and that it makes the product a desired product for all. The other aim of this campaign is to give a reboot of the previous think different campaign in which apple had created an advertising slogan, It was also used in a television commercial, several print advertisements and a number of TV promos for Apple products. 

SWOT: Review of the Current Market

Strengths:

Apple have a extremely high, and very good reputation for its products, its one of the worlds most favorite and well known companies, it has easy brand recognition and is known to make the most beautiful computing and mobile devices. Each product they sell, outsells that of the previous model, and the sales are deep into the millions. Apples staff also get a huge recognition for the work they carry out,
they have great skills, and researchers who will conjure up new products in which will be promoted to a high level and sold to the millions of customers.

Weaknesses:

There isn't a huge number of weakness regarding the current market, the few weaknesses they have are the dictation by a company for only being able to purchase and download apps from the Apple app store. People may not warm to this and maybe tempted to chose from other products instead. Another weakness for the product is that, it may not have enough new features to tempt people into buying it, previous MacBooks have not really been changed and adapted too much from the previous model, so this could be a concern.

Opportunities:

The Apple MacBook Pro has been increasingly popular over the years, most people now desire one, or in fact own one themselves. This also means that when it comes to selling a new product, it wont be hard for apple, as people already know how classy and how great their products are, these days being seen with a MacBook pro is deemed rather trendy, and a good fashion statement too. Not only will people base their decision to buy a new product because its 'new' they will be apple fans, and loyal to the company, so may decide on purchasing the product, simply because apple made it.

Threats:

There are a few threats, one is the amount of similar products now on the market, there are a lot of similar, maybe less good products, that come at a cheaper price, which have similar features. Another threat is the recession, money is becoming extremely important to people who dont have a great deal of it, people aren't spending what they usually would, and this may cause Apple a problem when trying to sell their products, mainly because of the high price tag they contain.

Potential Market:


The Apple MaBook Pro would mainly be aimed at anyone from the age of 13+. The age range for most Apple products is invalid, as they are simple to use, and dont really require the user to be technically gifted with electronics or anything. The MacBook Pro reaches out to everyone, be it school children, college students, business men, or even just for people who want it for general use. Business men will find it extremely useful as not only does it look good, it has great ability to store information and have good memory to store lots of programs for business use. School students, and College students will find it great as its good for social use, ie viewing the web and accessing FaceBook etc, and also educational side, it allows you to work quickly, and use many programs to help you study. 



Direct Marketing

The use of search engine optimisation will allow us too target people who are searching for the item and also relavent items. Another form of direct marketing in which we will use is email marketing, emails will be sent to existing customers on the customer database, as well as those who add their email adresses when they wish to be contacted about the release and dates of new products. We will also be placing adverts on a majority of well known websites, these will include, google, and also webpages of stores which stock the product. Facebook and Twitter pages shall be created to show off the new product, as this will reach an entire new range of audience. There will be links on these pages to adverts, and also relevant videos on YouTube about the product.

Gaining Feedback

Obviously, during modern day, the use and popularity of social networking sites such as twitter and famous is huge. Therefore this has drawn me to the conclusion that i will use these sites to gain feedback for my product. I will place links to a multi question questionnaire on the sites, this will then reach people who may not be included in the original target audience, and also reach those who are in my target audience. This questionnaire should help us achieve an understanding of what specifications they like and dislike on the new MacBook Pro, this is will then help us discover peoples needs, and we will be able to include these in future models.

AOB4 - Marketing Plan - Magazine Page

AOB1 - Analysis of a Campaign