Mktg611 Marketing Management : About Assessment Answers
Answer the following questions based on the print ad using the target marketing process:
2.Based on the ad, describe the characteristics that you feel the target group for this ad may have by using as much detail as possible.
3.Describe the type of segmentation used. (demographic, psychographic, geographic, etc. and any combination).
4.Level(s) of needs addressed by this ad according to Maslow’s hierarchy theory? Describe in detail how this need is reflected in this print advertisement.
5.Which stage(s) of the consumer decision-making process does this ad address? Describe in detail.
6.How is the company/brand in the ad positioned? (price, value, etc.) Please explain in detail.
7.Write a statement reflecting what you believe to be the brand’s positioning based on this print ad.
If you do not have sufficient information to do so, describe in detail what information is missing.
8.What is your key learning from this exercise?
Answers:
The advertisement of Apple IPad mini in the back of Time magazine and The New Yorker is one of the subtle ads in recent time. This ad has been published at the back cover of the Time magazine. It showed the actual size of the Ipad on a white background. On the screen of the Ipad mini the same cover of the exact Time magazine issue has appeared just as it would appear on the real Ipad. This ad is one of the greatest examples of the minimalist design advertisements of recent times and at the same time the ad also conveys the fact that Ipad mini is able to deliver the magazine content. In this ad, there was no text but only the official logo of apple was there.
This ad is chosen for this project because with this initiative, Apple had declined the conventional print publications with this advertisement and with this specific advertisement Apple has partnered with one of the biggest names of the industry, Time, and they have delivered something great through this particular advertisement.
The target group of this ad is mostly the women and the young section of the society who read online. It was reported before that ipad has been more popular among the male consumers however this new advertizing campaign is distinctly focused on attracting the female consumers. The first one handed tablet Ipad mini will be target the woman was quite expected from the size of the pad, as it can easily fit inside any handbag. Not only had the female consumers the ad has also targeted the younger section of the society who love to read online. In this advertisement, Apple has used its minimalistic style and showcased the real size of the product on a white background. The same kind of advertisement has also been showcased in the New Yorker magazine and Marie Claire and all the advertisements have indicated the size of the Ipad mini which can be easily carried. By recreating the front cover of the advertisement the primary policy of the ad is to give the readers a touch of what it could be like to read from the actual product. This ad has also highlighted the kinds of contents that will be available in Ipad mini and in the newsstand of Apple.
Though this ad, the company has addressed the psychographic segmentation of the consumers. Apple generally uses a branding strategy that primarily focuses on the emotions of the consumer. This ad was mostly focused on the brand conscious passion of the consumers who will get the option of reading in the Ipad that comes in a handy size. The ad has focused on giving the consumers a sense of how it would be like to read from Ipad and thus it has targeted the passion and brand conscious life style that is related with the name of this brand. Recently there has been a trend of buying the Amazon Kindle so that consumers can read on their gadgets. The Ipad mini was launched and so is this specific ad with keeping this in mind, so that the consumers can also realize that they can get the similar benefits from Ipad mini and even some more. Therefore the brand has addressed the psychographic segmentation with the minimalistic ad.
According to Maslow’s hierarchy theory, there are different kinds of needs in a man’s life such as psychological needs, safety needs, belonging needs, esteem needs, and self actualization. The psychological needs are those needs which are the most necessary ones to sustain like water, air, food and sleep. The theory also defines that these are the fundamental needs of life and if for any reason these needs are not satisfied, an individual will be highly motivated to fulfill those. The higher needs such as the self esteem and the social needs will only be fulfilled when the basic needs are fulfilled. By this specific ad the psychological needs of an individual have been addressed because in the modern life, mobile phone or electronic gadgets has become the primary needs. The ad has addressed the basic need which will help an individual to satisfy their other social and esteem needs by purchasing the product.
While buying a product the consumer can be exposed to several kinds of stimuli and this leads the consumer to go step by step before purchasing any product. The first stage is the awareness of the problem where the consumer identifies the issue and recognizes any service or product that they desire. In the second stage the consumers go for information search which involves an external and internal search of alternatives which might help in solving the problem. The next stage is the evaluation of the selected alternatives. At this stage the consumers evaluate the alternatives that will finally lead them to the next stage and they will purchase the product. This specific ad makes the consumers aware about the newly launched product Ipad mini to the consumers and makes the point apparent that it will be helpful to the readers who like to read on their electronic gadgets. In that way, the product makes the problem or the unfulfilled desire visible in front of the consumers so that they might think of the benefits that they will get after buying Ipad mini and search more information about it, therefore it will lead them to buy the product.
In the ad, the company has only positioned the brand logo in the white portion of the back cover and did not write anything else about the company or the product. This shows the brand confidence of the company and how they portray their brand. The ad does not even mention the price of Ipad mini. Thus shows the value of the brand that is already in the minds of the consumers.
The Ipad mini is a product of the famous brand Apple that has been launched for the younger generation of the society because through this ad it is evident that this product will offer more exciting things to the consumers and highlighted the kinds of contents that will be available in the Newsstand of Apple.
If you do not have sufficient information to do so, describe in detail what information is missing.
My key learning from this exercise is that any brand should make their market research done before launching their promotional activities such as the advertisements just as Apple has done. The company was well aware of the fact that the new age consumers have a tendency of purchasing the Kindle for the reading purpose, so they have addressed that basic point and with this minimalistic concept they made it clear that Apple can offer the same facilities within a small package, rather they have more to offer with their Ipand mini.
Bibliography
Baig, E.C. and LeVitus, B., 2015. iPad mini for dummies. John Wiley & Sons.
Course, A.K.F.P. and Andreasen, J., 2014. CVA on an iPad Mini Part 1: Intro.
Lorah, E.R., 2016. Evaluating the iPad Mini® as a Speech-Generating Device in the Acquisition of a Discriminative Mand Repertoire for Young Children With Autism. Focus on Autism and Other Developmental Disabilities, p.1088357616673624.
Mills, K., 2015. Flexible case for iPad mini tablet computer. U.S. Patent D731,493.
TIME.com. (2011). This iPad Mini Ad On The Back Of Time Magazine. [online] Available at: https://time.com/ [Accessed 17 Mar. 2017].
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