1. New VisionConsulting “We keep it simple” Apple Presented to the IMC class By New Vision Consulting Presented by New Vishion Consulting AE (Team Leader)-Rob Khonry AAE(Advertising)- Rob Khonry AAE(PR)-Wes Grible AAE(Interactive/Internet Marketing)-Marissa Molnar AAE(DM, sales promotion, personal selling)-Matt Komsa

2. Situation Analysis: Introduction Launch of the new 3GS iPhone by Apple Inc. The purpose of the IMC campaign strategy is to increase awareness about the 3GS iPhone and educate the 18-25 year old demographic. New Vision Consulting

3. Situation Analysis :Internal and External Factors Internal Factors Exceptional customer service and assistance Their retail staff is very knowledgeable about the products. External Factors One of the main reasons for Apple’s I phone 3GS large market share is due to exceptional customer service and assistance given to the consumer (Consumer Report). New Vision Consulting

5. Falling short

7. YouTube

8. WOM

9. Apple insider StudyThreat Are you Smart? Cydia Store & Rock Your Phone College = Student Loans

10. Situation Analysis: Primary Research Descriptive Statistics N Minimum Maximum Mean Std. Deviation $100-$150 30 1 7 5.53 2.193 $151-$200 30 1 7 4.33 2.202 $201-$250 30 1 7 3.00 2.274 $251+ 30 1 7 2.30 2.292 Valid N (listwise) 30 New Vision Consulting Interview- college students in their natural setting Survey- 30 participants (18F/12M) Research Findings-

12. Planning:Goals and Objectives Objective time line 6 months First objective: Increasing Awareness (of the 3GS) by 50% by the 4th quarter of 2009 Second objective: Change attitude and opinion By using credible mediums like PR, via TV, publications New Vision Consulting

13. Implementation: Media Strategy How will objectives be accomplished? Media strategy Channels to be employed to get the message across… Publication PR Event Television Direct Marketing Internet/Media Level & frequency you hope to achieve New Vision Consulting

14. Communication: Message Strategy Cont… Message strategy Message to be communicated in… Publication PR Event Television Direct Marketing Internet/Media New Vision Consulting

15. Communication: Integration How are different types of communications integrated to achieve objectives? Best integration of promotional options PR Explain New Vision Consulting

16. Communication: Integration Cont… Consumer Decision process Problem/Recognition Information Alternative Evaluation Purchase Decision Post-purchase Decision New Vision Consulting

17. Communication: Media Calendar & Budget New Vision Consulting

18. Evaluation: ROB Fill IN Please Evaluation factors should be used on your objective Include what methods Will you use to measure Example Message exposure Awareness Attitude Audience actions/ behaviors Explain the campaign plan limittion (sample size and sampling method) and suggestion for future campaign plan Can continue the PR event for each fresh semester if it is perceived well. New Vision Consulting