Marketing presentation for Consumer Behaviour about Stylystic properties in ads and how they are recieved by the consumer. Done about 6 months before the release of the iPhone.

1. Using Stylistic Properties of Advertisements to Influence Consumers Apple iPhone

2. A Presentation By Emily Kwok Theresa Morban Nick Nemish Margarita Orlov Evan Shoemaker

4. Creative Execution Apple Textbook Execution iPhone Summary Introduction Article Apple iPhone Creative Execution Textbook Execution Summary ______________________________________________________________________ Article Intro

7. Associating meaning in the ad copy to the stylistic property in the ad picture

12. Features the cereal box shot from a low, upward looking point of view or from a high, downward looking point of view

16. Combines a “revolutionary mobile phone, a Widescreen iPod with touch controls, and a breakthrough Internet communications device…”

17. Up to 5 hours talk/audio/browsing; up to 15 hours audio playback

18. Speculated that in Canada, Rogers will act as the primary carrier for the iPhone

19. In the US, the 4 GB iPhone will retail for about $499 on a two-year contract, and about $599 for the 8GB iPhone______________________________________________________________________ Creative Execution Textbook Execution Intro Apple iPhone Summary Article

21. Incorporated in 1977 under the name “Apple Computer Inc.”

22. Major products include Apple II (1977), Macintosh (1984), iMac (1998), iPod (2001)

23. Steve Jobs resigned in 1985, but returned in 1996 to help revive the company

24. In 2005 Apple operated with revenue of over $13.9 billion, and net income of $1.3 billion; Apple has spent as much as $100 million on US advertising campaigns (iMac)______________________________________________________________________ Creative Execution Textbook Execution Intro Apple iPhone Summary Article

26. Historically dominated by business users

27. As cell phones are becoming a necessity, major influences for purchase now include new technology, design and appearance, relative price, and the associated calling plan

28. People also tend to choose cell phones that will enhance their image in the public eye

29. Web-based support systems are becoming a major selling feature – iPhone has this______________________________________________________________________ Creative Execution Textbook Execution Intro Apple iPhone Summary Article

31. 4 or 8 GB shared memory

32. 2 MP camera

35. Watch TV shows and movies from iTunes Store

37. Visual Voicemail – listen to voicemails in any order

38. SMS application with a predictive soft QWERTY keyboard

39. Photos – take picture from iPhone or sync from PC or Mac

40. Set as wallpaper, email it, or assign it to a contact

41. Syncs all of your contacts from your PC, Mac or Internet service such as Yahoo!

43. Zoom in on webpage

44. Built in Google search or Yahoo! search

45. Fetches email from most IMAP and POP based email services

46. Google Maps and iPhone’s maps application

47. View map and satellite images

48. Get directions and traffic information

49. Widgets

50. Stock reports, weather reports, etc.

51. Automatically syncs bookmarks from your PC or Mac

53. Intelligent keyboard

54. Built-in advanced sensors

55. Accelerometer – auto-rotate

56. Proximity sensor – auto turn-off

58. Innovators who are also technology enthusiasts want to be the first to get new products, even if not all information about product is apparent

59. This group is more accepting of new technology, and not afraid to try new thing

60. People who use cell phones for work are often more highly educated and will respond well to detailed information in the advertising

61. Cell phones are becoming a necessity for the age group

63. Treo 750, Smartphone

64. Qtek 9000

65. Samsung Ultra Smart F700 Competition

67. Relatively similar to competitors, but differentiated on several key aspects

68. Multi-touch touch screen, with more integration (equaling less buttons)

69. QWERTY keyboard integrated into touch screen

70. Visual voicemail

72. Experiment #1

78. Experiment #2

83. Textbook Application Psychographics: Values, Personality and Lifestyles( Different Ad Designs + Implementation for Different Lifestyle Segments ) Adoption of, Resistance to, and Diffusion of Innovations( Dynamically Continuous vs. Discontinuous ) Motivation, Ability and Opportunity( High Involvement Product ) Memory and Retrieval ( Brand Familiarity & Loyalty, Goal Attainment & Need Discrepancies ) Symbolic Consumer Behaviour( Social Class & Reference Group Emblems, Expressiveness Function ) ______________________________________________________________________ Textbook Execution Creative Execution Intro Apple iPhone Summary Article

85. Average CPM-TM: $27.25

87. Average CPM: $61.09

88. CPM varies with each market; cost of production, media space, and viewers all vary ______________________________________________________________________ Textbook Execution Creative Execution Intro Apple iPhone Summary Article Execution

90. 1 in every 4 subway stations

92. Still ads that show before the previews start

93. Average CPM-TM: $404.09

95. Ads downloaded with Podcasts

96. Average CPM-TM: $0 – all at no cost to us!

98. Average CPM-TM: $25.00

99. Demonstrate the product in action

100. Fake telephone booth guerilla campaign

102. 1 ad on 24 episodes of CSI, ER, Grey’s Anatomy, and Desperate Housewives

103. Average CPM-TM: $31.80

112. Ads on Google

113. Expand “Street Marketing” to include mass one-on-one marketing

114. Public ad venues: airport ads, bus ads, wrapped buses______________________________________________________________________ Textbook Execution Creative Execution Intro Apple iPhone Summary Article Summary

115. Examples of previous public advertising by Apple for the iPod: ______________________________________________________________________ Textbook Execution Creative Execution Intro Apple iPhone Summary Article Summary Toronto, Canada (macbillboard.com)

117. i.e. Business-Savvy, Adventuresome, Multi-Purpose

119. High Involvement Product, High Elaboration

120. Dynamic, Static, Potent attributes

122. Budget Total Budget: $15,840,574