2013 Top Five Brands Advertisement Strategies Part 2nd

Today we are going to assess the other two ads from Apple in exactly the same terms mentioned in the part 1^st of this series. This article will be the final one in terms of Apple ads analysis and assessment and would cover the overall ads strategy of Apple.

Now let’s begin with the first brand (2013) Apple and consider its advertisements (two ads) in following terms.

Assessment Framework

• Aspects

Rational Vs Emotional Tempting

• Duration

Based on viewers interest

Considering product

•  Actors

Number of Individuals (Greater VS Lesser)

• Colors

Type of colors used

Effects of used colors on human behavior and psychology

Presence duration of each color

• Ad Plot

Apple advertisements

Ad Name: Apple iphone 5 Music Everyday

Aspects

The Ad is completely emotional; there is no rational tempting in it. And without emotional tempting/aspect of your product you will never be able to sell your product/service. Because emotions helps in making decisions, you can read a fully detailed post on why emotional aspect is necessary and how can one develop the emotional aspect here in strategy to develop emotional aspect of your product.

The Ad has very touching background music, with clips of moments depicting various emotional states of people while listening to music. It has covered all possible situations with all related emotions, so you will find people doing different things (emotionally) while listening to music. This approach suits the products/services that tend to affect emotions than rationalities. And we know what music option in a smart phone affects (emotions).

Duration

Duration: 60 seconds

Based on viewers interest: Perfect

Considering Product: Well the Ad definitely adds values to the feature and present it in a more unique and differentiating way, by making customers/target market believe that to enjoy life (every day) this is what iphone 5 has to offer (music everyday). When you relate your product to people emotions in a creative way that is not limited to specific age group, people would definitely take notice and that’s what they have been doing in this ad, presenting and relating every emotion with every age group.

Actors

Total individual number: 66

The individual count is high (66 total in Ad) and considering the feature it is necessary as more people would relate to, similarly the higher number individual gives credence to the product in any add, as it anchors the idea that “more people are using it, that means more people like it etc” this assurance helps the customer/target market to take the decision that benefits both parties.

Colors

Red    

Effects on human behavior: Suggests Power, passion, excitement, energy and physical courage.

Presence Duration: 14 seconds

Blue

Effects on human behavior: Suggests Trust, Integrity, logic and communication.

Presence Duration: 27 seconds

Green

Effects on human behavior: Suggests Money, Universal Love, Environment, Mother Earth and specifically attracts youth.

Presence Duration: 23 seconds

Brown

Effects on human behavior: Suggests Warmth, Safety, Reliability and Dependability.

Presence Duration: 57 seconds

Purple

Effects on human behavior: Suggests Quality, Luxury & Decadence.

Presence Duration: 13 second

Black

Effects on human behavior: Suggests Exclusivity & Glamor.

Presence Duration: 53 seconds

White

Effects on human behavior: Suggests sophistication, Hygiene, clarity, purity, sterility, efficiency, simplicity, cleanness.

Presence Duration: 57 seconds

Yellow

Effects on human behavior: Suggest Happiness, Optimism, friendliness

Presence Duration: 23 seconds

Ad in colors are read 42% more than Ads with no colors according to a research (1) plus according to another  research (2) between 90% to 62%  assessment of product, person(service), environment( product & service) by an individual is based on color alone. That means colors play significant role in ads, products & services purchase decisions thus it is imperative to understand the importance of colors in terms of its effects on human behavior, sales and viewership.

Ad Plot

• Presenting every possible moment and every emotion relevant to product feature (music option) and relating/embedding the feature (music option) in all these situations and related emotions.

This is all about the second Ad from Apple regarding its product (iphone 5) now let’s move to the 3^rd add and assess it in exactly the same terms.

Apple advertisements

Ad Name: Apple iPhone 5 Photos Everyday

Aspects

Again the whole Ad is completely emotional with no rational tempting whatsoever. Pictures via smart phone represents memories, memories represents different states or situations with different emotions. And that’s what we find in this particular Ad, lots of situations with lots of emotions. With the sweet background music like the previous Ad it has covered all the common situations, to which its product feature (camera) can be related (used in) to, along with all the related emotions in each and every situation. I would have selected the same approach as in smart phones Camera’s are related to capturing memories (emotions in different situations) so the product feature (Camera) deals with emotions not rationalities.

Lastly the Ad doesn’t have the common Jinn Customer Phenomena.

Duration

Duration: 60 seconds

Based on viewers interest: Perfect

Considering Product: Justice has been done considering the product feature (Camera). It clearly adds value to the product feature (camera) by presenting it in different situations with different emotions of different people. The whole approach is exactly the same like the previous Ad.

Actors

Total individual number: 66 (excluding individuals not using the product feature)

The ad has exactly the same theme like the above one, even individuals that are shown using the product feature (along with their friends, colleagues etc) numbers equal to surprisingly 66 just like the previous Ad.

Colors

Red    

Effects on human behavior: Suggests Power, passion, excitement, energy and physical courage.

Presence Duration: 11 seconds

Blue

Effects on human behavior: Suggests Trust, Integrity, logic and communication.

Presence Duration: 38 seconds

Green

Effects on human behavior: Suggests Money, Universal Love, Environment, Mother Earth and specifically attracts youth.

Presence Duration: 25 seconds

Brown

Effects on human behavior: Suggests Warmth, Safety, Reliability and Dependability.

Presence Duration: 49 seconds

Purple

Effects on human behavior: Suggests Quality, Luxury & Decadence.

Presence Duration: 13 second

Black

Effects on human behavior: Suggests Exclusivity & Glamor.

Presence Duration: 37 seconds

White

Effects on human behavior: Suggests sophistication, Hygiene, clarity, purity, sterility, efficiency, simplicity, cleanness.

Presence Duration: 47 seconds

Yellow

Effects on human behavior: Suggest Happiness, Optimism, friendliness

Presence Duration: 13 seconds

Ad Plot

• The plot is exactly the same as above Ad plot except for different product feature (Camera) this time.

That’s it for the Apple, hope the analysis and assessment has provided you rich insights into Apple Ad strategy for its product Apple iphone 5. In the next post we will be dealing with Ad strategy of second best brand of 2013 that is Google (according to Brandz).

In the mean time you may like to read what should one consider in product design, or an analogy between Cristiano Ronaldo and successful organization in a post “Cristiano Ronaldo left soccer to masterchess (a company losing focus)”. Plus how to do product promotion the Mount Everest way. I really appreciate new ideas, approaches so if you guys want to share something unique, things I missed or overlooked be my guest in comments down below :).

References

 

1.        White, Jan V., Color for impact, Strathmore Press, April, 1997.

2.        CCIColor, Institute for color research.