Role of Integrated Marketing Communications in Apple

Role of Integrated Marketing Communications in Apple

Introduction

Apple has been a renowned company offering the latest gadgets to its customers at a premium price. Although Apple's products are exorbitantly prices, but the quality aspect in them is never compromised. Apple believes in selling premium products and offers highly technological gadgets to its customers. There is a huge role of integrated marketing communications in the success of Apple as it has successfully used the concept of integrated marketing communications in a befitting manner (Caywood, 2013). Apple not only used the concept of integrated marketing communications but also effectively incorporated the aspect of AIDA (Attention, Interest, Desire, and Action).

Discussion

The aim of integrated marketing communications is to optimize the impact an organization has on its customers. Thus, Apple used uniform messages through the different mediums in order to consistently convey a standardized message to its loyal customers. It has successfully used both these concepts in order to build long lasting relationships with its customers. The brand value of Apple has greatly increased with the incorporation of integrated marketing communications and AIDA.

Promotion & Advertising

In addition, Apple also uses the concept of effective promotion and advertising in order to successfully create brand awareness. The core competency of Apple lies in the creation of lustrous images of its products. Potential customers and current customers are greatly attracted with the promotional tools and advertising employed by Apple. For instance, just before the launch of I Phone 4S, there was a huge publicity that attracted potential customers (Ling, 2013).

The highly technological features of the different products offered by Apple are a great luring feature for the customers and customers are motivated to purchase Apple's products in the first possible instance.

The products of Apple are catered according to the distinct needs and wants of its target market and thus Apple enjoys a high proportion of customer loyalty.

Apple prides itself on the aspect of influencing customers to take action and purchase their offerings. Apple has created a niche market and thus customers associated with Apple's products increasingly give attention to their brand messages. Apple has been able to increase its brand image with a focus on achieving excellence. This would not have been possible without the aspect of integrated marketing communications and AIDA. It would be highly significant to discuss the promotional strategies of Apple in order to ascertain their key to success (Chaffey, & Smith, 2013).

Promotional Strategies

The promotional strategies have been employed in an effective manner by Apple and the increased brand image has resulted from the employment of these promotional strategies. Apple's logo has been one of the most recognized symbols in the contemporary world. It goes to show that Apple has been able to promote its symbol in the most effective manner. There has been prominent use of two types of promotional strategies by Apple for its products and offerings.

The primary tool used by Apple in its promotional endeavours is ...