The Advertisement Strategy of Apple in the 21st Century - Case Study Example

THE ADVERTISEMENT STRATEGY OF APPLE IN THE 21ST CENTURY By Author Note Student Name Class Course Name Professor/Tutor Date of Submission THE ADVERTISEMENT STRATEGY OF APPLE IN THE 21ST CENTURY 1.0. Introduction Unlike the previous years, marketing in the 21st century has seen a turn of events due to change in the consumer habits and perceptions. Even though companies still have access to the traditional tools of marketing, a range of online tools has also been adopted in the contemporary marketplace marketing (Richards, 2016). These marketing options primarily used in advertising, present a range of choices for firms, at the same time coming along with challenges that must be overcome. Of course, the reception of the 21st Century differs depending on the company, industry and the target consumers (Richards, 2016). Most importantly, the advertisement has shifted with more creative options such as the social media, taking the lead. Besides, there are also many channels for advertising products such as through the internet, televisions, radio and streets (Richards, 2016). Apple Inc is a company that operates in the consumer electronics and mobile phones industry. The company boasts of the largest market share. Therefore, it would be integral for the company to engage 21st-century advertising methods to maintain its position. The aim of this research is to explore the advertisement strategies used by Apple in the 21st century. The research study also seeks to determine the effectiveness of the 21st-century advertisement methods applied by Apple Inc. 2.0. Research Questions The objectives of the research will be met by answering some research questions as follows: 1. What are the 21st-century advertisement strategies used by Apple Inc? 2. How effective are the 21st-century advertising strategies by Apple Inc? 3.0. Literature Review According to Tucker (2014, p.546), most of the internet based firms gather a lot of personal information about the users and leverage on it to target the users through personalized advertisements. Tucker (2014) further observes that most of the consumers perceive personalized ad as more appealing with their interests are taken into consideration. However, in some instances, the consumers react towards such advertisements owing to privacy issues. Such reactance from the consumers makes it hard for the advertisers to fulfill their mission of marketing a product (Xu, 2006, p.10). However, in the recent past, the advertising agencies have introduced privacy controls that take care of the privacy issue, making personalized advertisement one of the most sought after form of publicity in the 21st-century. There are many options for the personalized advertising strategy including internet marketing, direct email, and social media advertising. Oh and Xu (2016, p.679-680) classify mobile marketing under the personalized advertising stating that it engages the potential consumers and has an extensive coverage being that many people have access to mobile phones that are the internet enabled. The personalized advertising strategy is one of the best strategies applied in the 21st-century assuring firms of many customers who purchase products based on the information they gather from such things as advertising campaigns through the social media. The personalized advertising strategies also institute brand loyalty and brand identity among the consumers. Those that already have the products have access to upgrade and significant innovations at the expense of their access to the internet. Mobile platforms make the process of personalized advertising easier, making it even cost-effective as a customer relationship management platform (Xu, 2006, p.9). The consumers are able to ask product or service related questions and get a prompt response from the client care desk (Xu, 2006, p.17). notes that firms can leverage on the digital age to enable more informed advertising through using consumers utility. For example, to increase informativeness, the advertisers can use click-streams to trace the movement of the consumers through the websites and thus construct detailed profiles that fit their characteristics (Tucker, 2012, p. 322-326). Such critical data is then used to target the consumers through a range of personalized advertisements. The privacy and overly intrusive issue can best be solved by the firms allowing the consumers to have personal level control over their privacy to mitigate such breach that is culpable by law (Tucker, 2012, p. 328). Chen and Hsieh (2012, p.545) categorize three strategies in personalized advertising: permission-based, location-based and incentive-based advertising. Personal advertising strategy is the latest common type of advertising that is used by most companies especially through the utilization of the social media. Apple Inc is one such enterprise that applies such strategies in its marketing campaigns that have made it a retail giant all over the world. 4.0. Methodology 4.1. Methodology There are many approaches to research that then determine the methods that a given research study adopts. However, for the purpose of this research study, its scope, and the objectives, the positivist approach is more beneficial compared to interpretivist approach. Researchers using the positivist approach often prefer to see the society as shaping an individual. Furthermore, the position of someone in the society also influences their actions (Robson, 2011, p.22). In this approach, the quantitative approach to research is the bet way to get an overview of the society from a holistic point of view as well as uncover the social trends that are dynamic in nature. The positivist approach stresses much on the importance of the trends compared to the individuals in question. The correlation between two variables is often the key driver of the positivist approach to research (Robson, 2011, p.22). Positivist or the scientific method is considered objective and thus the need to observe the external reality through a collection of facts (Belk, 2011, p.158). The methods applied in quantitative data collection to uncover the social trends are similar to the methods used in natural sciences such as surveys, interviews, questionnaires and experiments (Belk, 2011, p.158). According to Scheurich (2012, p.158), the positivist approach methods of data collection each has its advantages and critiques. There are two types of reasoning applicable to research: inductive and deductive. Deductive reasoning begins with the general to the particular while inductive from the specific to general. Deductive reasoning is more relevant to scientifically driven research (Gabriel, 2013). However, some scientific studies use inductive approach (Gabriel, 2013). The inductive research uses research questions to narrow the scope of the research study. Therefore, this research is an inductive research since the scope is narrowed to the previously stated research questions. Furthermore, the study will move from specific to general as is with the inductive approach.It is authentic that through the positivist views; this research study will uncover the trends in Apple Inc’s 21t century advertisements. At the same time, the research study is a window through which the effectiveness of the advertisement methods are evaluated, and their effectiveness well understood thenceforth. 4.2. Research Methods This research study intends to use structured questionnaires and interviews to meet the objectives and at the same time find answers to the research questions. The questionnaire is a method where the participants are given a list of questions on the subject matter for answers (Monsen and Horn, 2008, p. 169). The questionnaire approach has different advantages and disadvantages. First off, questionnaires are cheap and easy to administer as they can be administered through postal letters, emails and the Internet. Secondly, they assure a greater geographical coverage compared to other methods such as interviews. Third, the method also reduces the chances of bias as different responses can be evaluated for validity (Monsen and Horn, 2008, p. 170). The method does not require the researcher to be onsite, and the researcher then provides anonymity of the participants. However, the method also has its dark sides. Questionnaires that are short could are open to misunderstanding and thus unreliable answers. Secondly, the researcher is not assured that the participant is the one who filled the research paper or a third party since there lacks control (Monsen and Horn, 2008, p.171). The method also excludes the illiterate who cannot access the internet and thus exclusion of a very critical lot. Lastly, the response rates of the questionnaires are very slow and thus the difficulty in profiling the characteristics of the respondents. The research will also use the survey method as a quantitative data collection technique. In the survey method, the researcher poses questions to a target group as a means of uncovering some facts. It is useful when seeking to determine the characteristics of a larger group. It is also helpful in getting an overview of the population of interest for qualitative methods of data collection such as interviews (Seale, 2007, p.191). The surveys are excellent approaches to get much information from a mammoth of people. Secondly, surveys are cost effective in that they are generalizable being a probability sampling technique (Gideon, 2012, p.292). Furthermore, the method is an also reliable and can be done through a variety of platforms such as emails, newspapers, and the internet. Surveys are also versatile as they can be applied in nearly any form of research (Seale, 2007, p.191; Gideon, 2012,p. 292). However, as a demerit, the survey method is inflexible as the respondents answer the survey based on their understanding whether or not they are confused by the manner in which a question is framed. Lastly, the method is also not valid as standardized surveys are difficult to ask anything far from the general questions (Gideon, 2012, p.294). These two methods: questionnaires and surveys, are the best for this research study as they complement each other. 4.3. Sampling Strategy Researching on a large population can be costly and time-consuming. Therefore, there is a need to apply different sampling techniques to come up with samples from the population under study. There are two most common types of sampling strategies: random and non-random sampling procedures. The study intends to include all the Apple enthusiasts regardless of their age that is; it will involve both the older generation and the younger generation consumers of Apple products. Therefore, the study will use non-probability sampling. Non-probability sampling strategy is where every sample of the population has an equal chance of being selected regardless of its attributes (Monsen and Horn, 2008). More specifically, the research study will apply quota sampling. In quota sampling, the researcher identifies the relevant categories of respondents suitable for the study and creates subgroups as well as determines the number of people included in each subgroup. In this case, there are different subgroups that the study will focus on computers, smartphones, and other products consumers. The appropriate sample for the study shall be 10000 individuals drawn from various parts of the world. The inclusion criterion will be consumers to Apple products and those who have access to the Social media platforms of Apple such as Facebook page, Instagram, Youtube and its Website (Monsen and Horn, 2008). Ethical Issues in Research When conducting research, there is some code of ethics to be followed to avoid being in an ethical dilemma. In the course of research, the research should uphold principles of honesty, objectivity, confidentiality, privacy, integrity, carefulness, responsibility publication and monitoring, respect, non-discrimination, social responsibility and competence (Resnik, 2015). In this research, I will maintain confidentiality, anonymity, and integrity as I will be dealing with people at the individual level. Therefore, the response given will be categorized under anonymity to ensure that no names are mentioned in the process of date collection, analysis, and presentation (Resnik, 2015). Confidentiality entails protecting confidential communication while anonymity is hiding the real identity of a person for security reasons and personal safety (Resnik, 2015). On the other hand, integrity means promises of the agreements and being consistent in thought when gathering data. I will also ensure that the participant’s consent is signed before them being included in the study. Timescale Duration Event April Protocol development (permissions for research) May-June Study enrollment/Sampling July-September Data collection October-November Data Entry December-January Data analysis and presentation Different resources are required for the whole research project. In some cases, incentives would be used calling for some form of funding to facilitate the data collection process. The personnel that will be assisting with the data collection also need some form of remuneration. There is also a need for a letter of approval from the institution showing that the research is valid, so that when approaching the relevant persons skepticism is avoided. Bibliography Belk, R. (2011). Handbook of qualitative research methods in marketing. Cheltenham, UK: Edward Elgar. Chen, P., and Hsieh, H. (2012). Personalized mobile advertising: Its key attributes, trends, and social impact. Technological Forecasting and Social Change, 79(3), pp.543-557. Gabriel, D. (2013). Inductive and Deductive Approaches To Research | Dr. Deborah Gabriel. [online] Deborahgabriel.com. Available at: http://deborahgabriel.com/2013/03/17/inductive-and-deductive-approaches-to-research/ [Accessed 14 Mar. 2016]. Gideon, L. (2012). Handbook of survey methodology for the social sciences. New York: Springer. Kolla, N. (2011). Consumer Attitude towards Mobile Advertising: An Empirical Study. IJAR, 4(4), pp.340-342. Monsen, E. and Horn, L. (2008). Research: successful approaches. 3rd ed. Chicago, IL: American Dietetic Association. Oh, L. and Xu, H. (2016). Effects of Multimedia on Mobile Consumer Behavior: An Empirical Study of Location-Aware Advertising. ICIS 2003 Proceedings, 8(56), pp.679-691. Resnik, D. (2015). What is Ethics in Research & Why is it Important? [online] Niehs.nih.gov. Available at: http://www.niehs.nih.gov/research/resources/bioethics/whatis/ [Accessed 14 Mar. 2016]. Richards, L. (2016). What Marketing in the 21st Century Means. [online] Smallbusiness.chron.com. Available at: http://smallbusiness.chron.com/marketing-21st-century-means-1497.html [Accessed 14 Mar. 2016]. Robson, C. (2011). Real world research. Chichester, West Sussex: Wiley. Scheurich, J. (2012). Research method in the postmodern. 6th ed. London: Falmer Press. Seale, C. (2007). Researching society and culture. 5th ed. London: Sage Publications. Tucker, C. (2012). The economics of advertising and privacy. International Journal of Industrial Organization, 30(3), pp.326-329. Tucker, C. (2014). Social Networks, Personalized Advertising, and Privacy Controls. Journal of Marketing Research, 51(5), pp.546-562. Xu, D. (2006). The Influence of Personalization in Affecting Consumer Attitudes toward Mobile Advertising in China. Journal of Computer Information Systems, 47(2), pp.9-19. Read More