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Apple's 'Designed by Apple' TV Ad Scoring Poorly with Viewers
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There's no such thing as "Over the Top" when it comes to advertising. If you think so then you should stay away from the marketing business.
Exactly, which is more of a rip off of Apple's ads.
Not to discredit them either though.
I wasn't too keen about this ad ever since I saw it in WWDC. From a marketing perspective, I think the ad is too 'generic' that it doesn't tell the viewer what makes Apple special. I think they're trying to be too emotional that I think it doesn't really work when you're just flipping through channels on TV.
The other criticism I have is the tagline "Designed by Apple in California" which doesn't tell anything about Apple. Yes, if you think about it for a while, some people may get that Silicon Valley in California is the heart of design and technology. But the "Think Different" ads were much better because it told everyone that Apple is the rebel that was willing to take down giants like Microsoft.
I think this ad would've been better if they had some footage of some labs and how they design their products and how they pay attention to detail when designing products for us consumers.
But overall, I want some fun back to Apple ads.
The other criticism I have is the tagline "Designed by Apple in California" which doesn't tell anything about Apple. Yes, if you think about it for a while, some people may get that Silicon Valley in California is the heart of design and technology. But the "Think Different" ads were much better because it told everyone that Apple is the rebel that was willing to take down giants like Microsoft.
I think this ad would've been better if they had some footage of some labs and how they design their products and how they pay attention to detail when designing products for us consumers.
But overall, I want some fun back to Apple ads.
Really, you relate to these ads?
And this is why this is Apple's lowest received ad?
Why are you getting upset over the facts?
All I could see was a smug company and a bombastic voiceover. No offence*, but you 'being in the industry' and in LA specifically, the tone of the ad might seem normal to you - many other parts of the country / world would regard it as smug and almost a parody of an Apple ad.
*Seriously - Apple has changed "Life's lifestyle"? WTF kind of marketing BS is that?
yep, how many brazilians or gazillions (george bush) watch TV in the USA? must a a soft bloomberg and macrumors day. rather focus on mandela and obama's africa visit. much more relevant and supported.
Ever heard of the "Think Different" campaign?
An ad that isn't innovative? You're kidding me. It's a freaking ad.
Agreed. But that opening ad is running. Just not on TV...it's called the "intention" ad -- it's on Apples site, it's on YouTube -- in fact Apples posted a ton of iOS 7 content -- more than they have EVER done in past beta releases.. Full disclosure -- I'm running iOS 7 -- think it's not different? Not innovative? The Apple icons are flat? How BETTER to DIFFERENTIATE their apps from their products from the billion of other apps - I mean the MAJORITY of apps look the same as DEVELOPERS intended... here's telling you -- in the real world iOS 7 is a HUGE upgrade. Tons of new new features.. I'm
one to say it's going to be a HIT.
Was interesting the first time I saw it. Now that iv seen the damn ad 10 times I don't like it. It's slow and very un apple. I want the hip ads like the get a Mac or iPod dancing commercials. I think the fact that they don't need to advertise anymore because they have so much product out there is the problem. Back 10 years ago they had to create different ads because it caught people's attention.
I enjoy the ad's, they're a nice departure from the mundane. The general consumer enjoys car insurance sold by a CGI lizard. There tends to be a positive correlation between quick, mindless advert's and characters and increased brand recognition. Yet ask anyone about the products and they'll offer very little. It's the lowest common denominator, which doesn't suggest consumers aren't savvy, it relates more to our hectic, ADHD lives. Ironically, Apple and other tech companies are a main causality; the advert's suggest these devices improve our lives while the exact opposite is true. We have become more reliant on tech, instead of us controlling it, tech dictates our lives. We have become anti-social through online social networking, distant, and less physically and emotionally connected. So not only is it ironic, it has created a world of individuals who are not thinking different, plugged into our headsets on the tube and sidewalks, and following our daily lives minute by minute. We're too busy trying to keep up.
The best advert campaign, was the "Think Different" ads with Richard Dreyfus. Many advert companies hold that campaign in high regard. Amazing how things change so quickly, and sometimes not for the better.
The best advert campaign, was the "Think Different" ads with Richard Dreyfus. Many advert companies hold that campaign in high regard. Amazing how things change so quickly, and sometimes not for the better.
Wow. Either you really are new, and may or may not be paid to post crap like this, or you created an entire new account to respond to this post. Regardless, you have my full admiration for your trolling technique/s. This is your last meal from me, so enjoy.
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What the? These are TARGETED ads. If the sample is "random" then hence the results are.
You've missed the point on this completely. This ad is not intended for the core audience at all. The core audience of devoted followers never even realizes there is a problem until months/years after a company has turned sour.
This ad is intended for a small but powerful demographic who believe Apple isn't performing adequately in the market. Apple is no longer the small but stylish underdog in the technology sector. If they can't maintain their dramatic financial and competitive gains, investors pull out quick (we've seen as much already).
This advertisement is part and parcel with a long line of apologies Apple has made in trying to establish themselves as a global industrial force. Listen to the first four sentences of the ad for goodness sakes. Why spend so much effort trying to convince me if there's nothing wrong to begin with...
This ad wasn't designed for consumer focus groups. Forget them.
It's a message to Apple's and shareholders and employees, maybe also product (iDevice & Mac) owners and developers. But a very public message, like the guy who proposes with a freeway billboard to make a bigger splash.
Right now the AAPL stock price needs a lot more help, than does Apple's current customer satisfaction ratings and corporate profitability. This is a great time for Apple to be hiring. The low stock price gives a lot more potential upside to any new employee stock options and purchase plans.
It's a message to Apple's and shareholders and employees, maybe also product (iDevice & Mac) owners and developers. But a very public message, like the guy who proposes with a freeway billboard to make a bigger splash.
Right now the AAPL stock price needs a lot more help, than does Apple's current customer satisfaction ratings and corporate profitability. This is a great time for Apple to be hiring. The low stock price gives a lot more potential upside to any new employee stock options and purchase plans.
People don't buy Apple products, because you can wrap them around you like a warm blanket. They buy them, because they are cool, they are easy to use, and they usually do something unique or smarter than the competitor.
I don't understand why brands think this type of advertising will work for this type of product. This is advertising 101 guys, let's get it together.
Ask yourself one thing when watching this commercial,
"If we take away the word Apple, isn't this just any generic electronics company?"
I don't understand why brands think this type of advertising will work for this type of product. This is advertising 101 guys, let's get it together.
Ask yourself one thing when watching this commercial,
"If we take away the word Apple, isn't this just any generic electronics company?"
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Especially ones that use ridiculously low survey counts like 500 viewers to judge anything.
Off the backs of the millionaires. This is a flawed policy that, in the short term, works, but in the long term, will bite the budget in a huge way when those who succeed leave for more hospitable places or simply just avoid making income and do account trickery to hide it thus reestablishing the vacuum of revenue streams. They are millionaires for a reason and it's not usually because of poor money management.
California spends and rarely cuts. They just look for more wells to pump.
Facts? Oh is this what you consider "facts"? Ever occurred to you what this could possibly be scathing? OH OF COURSE NOT, when you celebrate everything wrong with Apple you couldn't think that way. For the record, not a single person here has the power to upset me, maybe it's really you that's mad.
Sorry I disagree. I myself a "core" customer and have been concerned about Apples silence in the face of a barrage of attacks have cores like me concerned. Greatly concerned. Sounds like your not in tune with what their core customers are feeling unless you are a soothsayer.. Good marketing people look outside themselves not in-worldly.
Shouldn't the first question people ask is who exactly is Ace Metrix and what was their motivation behind releasing this info? A very quick Google search reveals that Samsung hired them last year. Since that time they have been raving about how awesome Samsung's ads have been.
Ace Metrix Arms Samsung with Next Generation Creative Effectiveness Platform
May 21 12
Ace Metrix, Inc. announced that Samsung has joined its roster of advertising clients, subscribing to the Ace Metrix LIVE(TM) platform. The company has been chosen by Samsung as their method for attaining real-time creative effectiveness measures. Samsung will leverage the immediate delivery of Ace Scores and the 12,000+ associated data points for every ad in the highly competitive mobile devices category. Samsung will also take advantage of Ace Metrix PRE(TM) to test ads prior to release, affording them the ability to adjust creative or media placement as a result of detailed demographic, ethnographic, and psychographic data.
This reminds me of the outfit that claimed recently that Apple was no longer popular with kids. That outfit was also paid a lot of money by Samsung.
Ace Metrix Arms Samsung with Next Generation Creative Effectiveness Platform
May 21 12
Ace Metrix, Inc. announced that Samsung has joined its roster of advertising clients, subscribing to the Ace Metrix LIVE(TM) platform. The company has been chosen by Samsung as their method for attaining real-time creative effectiveness measures. Samsung will leverage the immediate delivery of Ace Scores and the 12,000+ associated data points for every ad in the highly competitive mobile devices category. Samsung will also take advantage of Ace Metrix PRE(TM) to test ads prior to release, affording them the ability to adjust creative or media placement as a result of detailed demographic, ethnographic, and psychographic data.
This reminds me of the outfit that claimed recently that Apple was no longer popular with kids. That outfit was also paid a lot of money by Samsung.
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Exactly. It's a statement of a dying company. Segregating themselves from their core demographic by convincing themselves somehow this couldn't be reproduced by their competition. They've isolated themselves by saying... "This is it. This is the only box that matters."
The difference is in the ideals people. The products and the people are just a natural extension of those.