"The truth isn't the truth until people believe you, and they can't believe you if they don't know what you're saying, and they can't know what you're saying if they don't listen to you, and they won't listen to you if you're not interesting, and you won'

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William Bernbach was a US advertising executive and copywriter. He trademarked subtle, low-pressure advertising in the agency he founded, Doyle Dane Bernbach, Inc., and is known among the advertising and marketing world for his clever quotes. (www.smallbusinesswizzards.com)

Using some of the thoughts of Mr. Bernbach and the Team, you will see that Apple and Kia are good examples of three basic truths

1. Creative marketing and advertising involves making products interesting by "being imaginative, original, and fresh" and gets the attention of consumers!

. Great advertising does NOT ensure brand success

. Gaining market share should not always be a primary goal in launching an ad campaign, and a low product rating doesn't always mean failure in this area.

Properly practiced creativity can make one ad do the work of ten.

-- William Bernbach

Apple is a good example of creative marketing and advertising they use tactics that give their computers a personality which is an original and very interesting way to sell personal computers and related products.

Regarding the role Apple ads play in demonstrating the personality of their products, the members of The Team seem to each have similar ideas, but different ways to express the thoughts…not unlike the personalities of Apple and their ads!

For instance, Micah's favorite new Apple commercial stars Vern Troyer (Mini-Me from Austin Powers movies) and Yao Ming (Basketball player for the Houston Rockets) both men, famous for their size, were used to advertise the new big (17") and small (1") "Powerbook" (which, incidently, are the largest, and most compact full-sized laptops, respectively). (http//www.basketball65.co.uk/apple1700.htm )

The commercial features the men on an airplane sitting next to each other. Each man pulls out his laptop, the small man's being the big laptop and the big man's being the small laptop. The humor is obvious without anything having to be said in the commercial, but it further demonstrates Apple's product "personality" in this case being that "they are both great and they are both unique" (www.basketball65.co.uk).

Monica notes that the Apple ads allow the viewer to see first hand how different this computer is from all the other computers. The ad shows you a computer that is able to think. By thinking the computer is able to interpret what the person in front of it is doing and perform the same actions. The ad is showing that it is not just a computer that will sit on the desk but will interact with the user.

The computer's flat screen demonstrates to the buyer that they can get the same advantages without the bulk of a big screen. The flat screen also shows how this computer can compete with the other computers by having a flat screen but is better than the other computers because it has a mind of its own and will relate with the user.

John sees that Apple plays a significant role in demonstrating the personality of their products. He believes the theme behind their iMac is the best example. Apple made the iMac available in colors such as indigo, ruby, sage and snow (Miles, 000). That appealed to consumers that wanted a computer with a personality, instead of a white, gray, or black computer box on the floor. Apple has introduced a host of products with personality. These include peripheral toys such as the Newton, and the iPod. In all their products, Apple has added a touch of flavor and panache.

Advertising doesnt create a product advantage. It can only convey it.

-- William Bernbach

According to the facts shown in the article the team examined for the study, no matter how creative The Team (and 4% of Harris Pollers questioned USA Today's "Ad Track", (Howard, 00, p. B06). finds Apple's advertising, this does not ensure their brand success.

Each of the companies listed in the USA Today Article (Snapple, Kia, and Apple) are all clever, even "great" advertisers, but, as you can see from their rankings, not necessarily the most successful…then again, how are we terming success? Micah thinks Apple has successfully made a strong, solid name for itself that says "we're not afraid of a little competition, we are here to stay!" As far as name recognition goes, they are every bit as renowned as Microsoft, yet with only "%5 of the share of the personal computer market (Howard, 00, p. B06). Though they are not ranked as highly in the sales department, Micah would still consider their advertisement a success!

John expands this view by saying that there are many factors, including great advertising that contribute to brand success. Some of these factors include quality, value, and price. Snapple's is a great example. Their exceptional advertising, combined with the quality, value, and price of their products helped them become number three in their respective market (Howard, 00, p. B06). Cases such as Apple and Kia are also great examples. With Apple and Kia, many consumers felt the advertisements great (Howard, 00, p. B06). However, the advertisements had no effect on their market share or market leadership. In these cases, consumers like the ads, but do not feel that the products meet their expectations or needs. In all, great advertising does not ensure brand success. Great advertising is a factor of brand success, but it does not ensure it.

Monica also makes a good point by saying that a company can have good advertisements, and many people can like watching or reading the advertisement, but watching and liking an advertisement is not going out and buying the product. The way to measure success of a product is by the sales it product and if the advertisement is good but produces no sales than it is just that, good advertising.

You can say the right thing about a product and nobody will listen. Youve got to say it in such a way that people will feel it in their gut. Because if they dont feel it, nothing will happen. -- William Bernbach

Gaining market share should not always be the primary goal. Obviously this is important, but if this is your only focus, you will have no heart behind the advertising, and as Mr. Bernbach says, above, there are really two ways to say the same truths about the product, and just as one way makes the customer feel it's worth, a customer can feel when the advertiser is only out for the money!

Some advertising campaigns might have a primary goal of customer retention

The General Motors "Road to Redemption" campaign is a good example (General Motors, 00 p. -). In this campaign, General Motors is primary focused on customer retention and secondarily focused on attracting customers.

Other campaigns, such as the Kia campaign, are primary focused on gaining market share. Kia's aggressive one-hundred thousand mile warranty and low prices, coupled with their creative advertising campaign was their attempt to gain more of a market share (Howard, 00, p. B06). However, Kia's share of the market is only one and a half percent (Howard, 00, p. B06). Though Kia's share is small, their campaign cannot deemed a failure.

An aggressive advertising campaign, such as Kia's, will not change market share overnight. Kia is new to the market, and they are competing with brands, such as General Motors and Ford Motor Company, that have been around for years. In fact, their market share of one and a half percent could be considered outstanding for the given marketplace.

In all, gaining market share should not be always be the primary goal. Some campaigns may have other primary goals related to their current business needs.

Micah also agrees that gaining market should not always be a primary goal in launching an ad campaign…let the $ signs out of our minds for a minute and think about this some times the best approach is the "get rich slow" approach! Kia may not be raking in the sales right away because of their advertising, but they are making their name known…this will pay off, maybe not right now, but as they cleverly advertise their way on down the road! This is exactly what the article was talking about with Apple. Their sales may have been less than amazing, but everyone seemed most familiar with their advertisements. They are getting their name out there, they are making people smile, making them feel comfortable. In the short term it may not bring drastic results, but maybe they aren't after the whirlwind of good advertising followed by a rush of purchases that fades like a catchy one-hit-wonder. Apple has had their catchy adverts around for as long as I can remember…they aren't trying to force sales, they are showing customers they are an established name that is going to be here for a while!

Monica's view is that it should not be the main goal but one of the most important goals. Gaining market shares should be what a company wants to achieve and so this should be what the company is striving for. The company could also use this goal as motivation to get their product out. Thinking about the company Kia. The company was a "nobody" and now their brand is ranked number twenty. They should look at this as a mild stone going in the right direction. A company has to start at the bottom and work their way up, no if they keep going in the upward direction they could reach number one.

What one should remember when reading through the three topics Team X-Factor has discussed, is that in any marketing or advertising strategy the people are what counts that is why some of these "truths" seem to defy logic people are different!

A final quote from Mr. Bernbach states, In advertising, not to be different is virtually suicidal.

The Team is of the opinion that not to be different in paper-writing is just as deathly! We hope through our thoughts have sparked an interest as you conclude this paper with a broader view of the three basic advertising truths we tried to convey.

Works Cited

Apple. (00). The new PowerBooks. Apple Computer. Retrieved from http//www.apple.com/hardware/video/powerbookg4bigandsmall_large.html

General Motors. (00). The longest road in the world is the road to redemption. Motor Trend. p. -.

Howard, Theresa. (00). Apple ads make impression; Small companies prove their spots can rival big firms. USA Today. p. B06

Miles, Stephanie and Ian Fried. (000). Apple's Jobs unveils new iMac, G4 systems. CNET.com. Retrieved from http//news.com.com/100-1040_-445.html

Other References Retrieved From

http//www.smallbusinesswizards.com/advertising_and_marketing_quotes_and_tips.htm

www.basketball65.co.uk

http//www.basketball65.co.uk/apple1700.htm

SPIDERMAN

Looking at the website for Spiderman, it seems that Sony's is trying to attract a large array of people. Having the website Creative and really involved will really make people want to see the movie. The Internet is a good way to advertise. People all across the world surf the web and enjoy what they find. If someone popped up on the Spiderman website, I think they would want to see the movie. Children will enjoy the movie because they know Spiderman as a superhero and from cartoons. Adults are targeted as well because they grew up watching Spiderman, and they want to see the movie. Overall, I feel Sony is advertising this movie to all people, and not trying to select an audience.

On the Spiderman website, it shows features for the new movie coming out in 004. It also lets people know that there is a new season of animated Spiderman coming to MTV. The strategy of the advertisement on the website is pretty good. It is giving information about the future of Spiderman. It makes people want to see the shows.

On the Sony website it allows you to buy movies online. It also advertises other merchandise such as toys that are made once a particular movie comes out. This surely does boost sales. Children always want items from characters in the movies. Advertisers know how to get the kids attention, which automatically gets the parents attention and they usually will end up buying them.

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