I'm not going to comment on that, because there is no right answer. The type of ads that are tasteful or effective continues to change dynamically with the position of the company (whether it's an underdog of established player), the marketplace dynamics, and tone and message it wants to send, the demographics it wants to attract, etc. ie. today, the "got a mac" ads would NOT be right. Apple has made a concerted effort to avoid all comparisons to other products/companies in tis ads in the past few years, as it should. The type of ad you may like and think is effective may not be the same as an ad that the average joe would respond to. Apple's latest ads have been innocuous, playful, and witty, as well as highlighting feature(s) of it's product in a clear, easy to understand way. I prefer this alot more than the over the top bullshit, half-truths, distortion of facts, and mocking people that buy a competing product thats present in Samsung's ads, but to each his own. For Apple to stoop to this level would be unwise.
The quality of an ad never recedes. ie. 1984, Think Different, Mac/PC
This isn't about comparing Apple ads to any other company's ads. It's about the quality of Apple's own ads/ad campaign.
"I love Apple, but Apple hasn't innovated since Steve died, and now Samsung is winning and analysts say Apple has to chase Samsung and the Internet told me that Apple is doomed because they are resting on their laurels because they keep making stuff thinner instead of more exciting and where's my regularly scheduled breakthrough?"
Apple today is about as interesting as General Mills. Breakfast cereal too has innovations every year.
Why (do you think you know this)? Advertising = desperate for attention. Apple's not.
If Apple puts out a new ad when they have a new product, like they've always done, and then an ad or so when they start a new service or find a set of apps that their team thinks the world should know about, I think that's just fine. Saves that money for other things.
Apple needs to advertise just as much as Coca-Cola does, in my opinion.
Do you really think Coca-Cola needs to advertise? In other parts of the world yes but not in the US.
Yes, they do. Even when you're on top, you need to advertise. There are lots of reasons to advertise:
1. Keep yourself in the customer's mind ("Out of sight, out of mind" definitely applies in advertising).
2. Spur unplanned purchases (somehow, we always end up at McDonald's after my daughter hears an McD commercial on the radio)
3. Remind people that you're still #1.
4. Tell customers about new products or services
There are other reasons, but that's sufficient to show that you need to advertise even if you're #1.
That said, Apple DOES advertise (as does Coca-Cola, of course). Whether they advertise enough is an open question.
The Samsung ads are idiotic. The people in them are singularly unattractive. We have a woman stealing credit for compiling sales figures, a guy arranging the smuggling of illegal energy drinks from Sweden (from a Russian named Oleg?), a guy who goofs off on half his screen while pretending to work on the other, guys going out for a pretentious lunch, a smug Asian IT thug, a roomful of gamer slackers who are allegedly creating a dumb game.
It's hard to believe these ads present the Samsung products in a favorable light to anyone other than a few urban hipsters. Most people will find these characters odious.
I agree. The first time I saw the ad about the girl pretending that the sales figures were hers, I couldn't believe it. I get more disgusted each time I see it.
I don't think it's just urban hipsters that they appeal to. There's a significant audience that thinks that the ends justify the means - and particularly when it comes down to stealing from a big, bad company. Everything about Samsung (from their advertising to their 'product development' to their corporate bribery practices says 'sleaze'.
Are you talking about the ads or the products? The products can sell themselves. You can't beat word of mouth. It's hard to top Mac-PC.
You said that the ads weren't Apple's best stuff. So does that mean that "Good Enough" is the new standard.
By the way... I don't think there is a company on the planet who believes that they can stop advertising and remain on top or anywhere near it. [read jragosta above]
For every 10 mediocre ads presented by Samsung, Apple needs only one really good ad imho. As it is, I think that Apple is at the 10 to 4 ratio right now.
I don't like Apple's latest ads, with the people shouting out a word, feels like watching an episode of The Electric Company. And they just seem too "corporate," with all those words flashing by.
How about some "I'm an iPhone," "I'm a Galaxy" ads?
They'd probably end up on court for that.
However, a bit more generic "I'm an iPhone", "I'm Android" ad... could be just fine.
The Samsung ads are idiotic. The people in them are singularly unattractive. We have a woman stealing credit for compiling sales figures, a guy arranging the smuggling of illegal energy drinks from Sweden (from a Russian named Oleg?), a guy who goofs off on half his screen while pretending to work on the other, guys going out for a pretentious lunch, a smug Asian IT thug, a roomful of gamer slackers who are allegedly creating a dumb game.
It's hard to believe these ads present the Samsung products in a favorable light to anyone other than a few urban hipsters. Most people will find these characters odious.
Most people found Justin Long's "Mac guy" odious. Yet adds were considered highly successful. I'd say because it is about drawing attention to products rather than offering likeable characters.
Personally, I like Samsung adds. Even if I don't really like Samsung as a brand.
Yes, they do. Even when you're on top, you need to advertise. There are lots of reasons to advertise:
1. Keep yourself in the customer's mind ("Out of sight, out of mind" definitely applies in advertising).
2. Spur unplanned purchases (somehow, we always end up at McDonald's after my daughter hears an McD commercial on the radio)
3. Remind people that you're still #1.
4. Tell customers about new products or services
There are other reasons, but that's sufficient to show that you need to advertise even if you're #1.
That said, Apple DOES advertise (as does Coca-Cola, of course). Whether they advertise enough is an open question.
I agree. The first time I saw the ad about the girl pretending that the sales figures were hers, I couldn't believe it. I get more disgusted each time I see it.
I don't think it's just urban hipsters that they appeal to. There's a significant audience that thinks that the ends justify the means - and particularly when it comes down to stealing from a big, bad company. Everything about Samsung (from their advertising to their 'product development' to their corporate bribery practices says 'sleaze'.
1. When is Coke ever out of sight? It's prominently displayed in just about every store.
2. One can only get McD's at McD's but one can buy Coke there too.
Most people found Justin Long's "Mac guy" odious. Yet adds were considered highly successful. I'd say because it is about drawing attention to products rather than offering likeable characters.
Personally, I like Samsung adds. Even if I don't really like Samsung as a brand.
He did well in the ads, I find him odious because he's banging Drew Barrymore.
The main problem at Apple is that they've changed their user base. In the past it was mainly driven by intellectual and/or creative users, so the "think different" motto fitted nicely.
Now the user base is people who don't need computers. iOS, according to Steve Jobs, is designed for people who never used a computer.
In other words, the main user base now (ie, the one that produces more revenue) aren't people which Apple helps to "think different", but people driven to "not think at all" from the latest Apple policies.
The current Apple policies can only be explained if they believe they make more money if people don't think, just like Microsoft did in their golden days.
Samsung is catching this scenario very well. Most of their ads are smart, brilliant and fun. Apple cannot make such ads any longer, because their current business is based on non-thinking customers.
Considering myself a "think different" user, I boo at Apple, and applaud the current Samsung way of thinking (although I don't use Android, since I prefer Linux and OSX over Android and iOS respectively)
Like most of these non-Apple ads, the product and features are hidden. But if you drop a load in front of an ad person, their best response is to make a commercial that JQ Public will find amusing, and then throw up the logo and tagline at the end.
While the "rap battle" approach might get the Apple-haters excited, it doesn't work. All you need to do is look at the MS campaigns from the last 10 years. But in all fairness, when you can't say anything about your product is better, slagging off the other guy is really all you're left to... well, that, and the "hey, we're cheaper."
The main problem at Apple is that they've changed their user base. In the past it was mainly driven by intellectual and/or creative users, so the "think different" motto fitted nicely.
Now the user base is people who don't need computers. iOS, according to Steve Jobs, is designed for people who never used a computer.
In other words, the main user base now (ie, the one that produces more revenue) aren't people which Apple helps to "think different", but people driven to "not think at all" from the latest Apple policies.
The current Apple policies can only be explained if they believe they make more money if people don't think, just like Microsoft did in their golden days.
Samsung is catching this scenario very well. Most of their ads are smart, brilliant and fun. Apple cannot make such ads any longer, because their current business is based on non-thinking customers.
Considering myself a "think different" user, I boo at Apple, and applaud the current Samsung way of thinking (although I don't use Android, since I prefer Linux and OSX over Android and iOS respectively)
We've gotten even too lazy to think. Technology is actually making us dumber.
You said that the ads weren't Apple's best stuff. So does that mean that "Good Enough" is the new standard.
By the way... I don't think there is a company on the planet who believes that they can stop advertising and remain on top or anywhere near it. [read jragosta above]
For every 10 mediocre ads presented by Samsung, Apple needs only one really good ad imho. As it is, I think that Apple is at the 10 to 4 ratio right now.
Apple's "good" is better than most companies' "best". Apple would be foolish not to advertise, but they shouldn't drown us in commercials. Every time you see an iPhone used to record interviews or take pictures on the news/tv, is free advertising.
Apple's "good" is better than most companies' "best". Apple would be foolish not to advertise, but they shouldn't drown us in commercials. Every time you see an iPhone used to record interviews or take pictures on the news/tv, is free advertising.
Keep thinking that "good enough" is the way to go. It's so easy to be forgotten by a fickle public.
Comments
Quote:
Originally Posted by Slurpy
I'm not going to comment on that, because there is no right answer. The type of ads that are tasteful or effective continues to change dynamically with the position of the company (whether it's an underdog of established player), the marketplace dynamics, and tone and message it wants to send, the demographics it wants to attract, etc. ie. today, the "got a mac" ads would NOT be right. Apple has made a concerted effort to avoid all comparisons to other products/companies in tis ads in the past few years, as it should. The type of ad you may like and think is effective may not be the same as an ad that the average joe would respond to. Apple's latest ads have been innocuous, playful, and witty, as well as highlighting feature(s) of it's product in a clear, easy to understand way. I prefer this alot more than the over the top bullshit, half-truths, distortion of facts, and mocking people that buy a competing product thats present in Samsung's ads, but to each his own. For Apple to stoop to this level would be unwise.
The quality of an ad never recedes. ie. 1984, Think Different, Mac/PC
This isn't about comparing Apple ads to any other company's ads. It's about the quality of Apple's own ads/ad campaign.
Quote:
Originally Posted by Suddenly Newton
"I love Apple, but Apple hasn't innovated since Steve died, and now Samsung is winning and analysts say Apple has to chase Samsung and the Internet told me that Apple is doomed because they are resting on their laurels because they keep making stuff thinner instead of more exciting and where's my regularly scheduled breakthrough?"
Apple today is about as interesting as General Mills. Breakfast cereal too has innovations every year.
Quote:
Originally Posted by Tallest Skil
Why (do you think you know this)? Advertising = desperate for attention. Apple's not.
If Apple puts out a new ad when they have a new product, like they've always done, and then an ad or so when they start a new service or find a set of apps that their team thinks the world should know about, I think that's just fine. Saves that money for other things.
Apple needs to advertise just as much as Coca-Cola does, in my opinion.
Did Coca-Cola stop advertising?
Quote:
Originally Posted by jungmark
No, but they are effective. They show you what an iPad / iPhone can do.
So "Good Enough" is the new slogan for Apple?
Are you talking about the ads or the products? The products can sell themselves. You can't beat word of mouth. It's hard to top Mac-PC.
Yes, they do. Even when you're on top, you need to advertise. There are lots of reasons to advertise:
1. Keep yourself in the customer's mind ("Out of sight, out of mind" definitely applies in advertising).
2. Spur unplanned purchases (somehow, we always end up at McDonald's after my daughter hears an McD commercial on the radio)
3. Remind people that you're still #1.
4. Tell customers about new products or services
There are other reasons, but that's sufficient to show that you need to advertise even if you're #1.
That said, Apple DOES advertise (as does Coca-Cola, of course). Whether they advertise enough is an open question.
I agree. The first time I saw the ad about the girl pretending that the sales figures were hers, I couldn't believe it. I get more disgusted each time I see it.
I don't think it's just urban hipsters that they appeal to. There's a significant audience that thinks that the ends justify the means - and particularly when it comes down to stealing from a big, bad company. Everything about Samsung (from their advertising to their 'product development' to their corporate bribery practices says 'sleaze'.
Quote:
Originally Posted by jungmark
Are you talking about the ads or the products? The products can sell themselves. You can't beat word of mouth. It's hard to top Mac-PC.
You said that the ads weren't Apple's best stuff. So does that mean that "Good Enough" is the new standard.
By the way... I don't think there is a company on the planet who believes that they can stop advertising and remain on top or anywhere near it. [read jragosta above]
For every 10 mediocre ads presented by Samsung, Apple needs only one really good ad imho. As it is, I think that Apple is at the 10 to 4 ratio right now.
They'd probably end up on court for that.
However, a bit more generic "I'm an iPhone", "I'm Android" ad... could be just fine.
And 70+ years old judges are top authorities on "cool".
It's what pure, condensed troll memes sound like.
I have no problem with your opinion. The question is: who comes up with ad ideas? TBWA\Chiat\Day or Apple? Whose fault is it that these ads are bland?
Most people found Justin Long's "Mac guy" odious. Yet adds were considered highly successful. I'd say because it is about drawing attention to products rather than offering likeable characters.
Personally, I like Samsung adds. Even if I don't really like Samsung as a brand.
1. When is Coke ever out of sight? It's prominently displayed in just about every store.
2. One can only get McD's at McD's but one can buy Coke there too.
3. Last I heard they were #1 and #2.
4. With this one I agree.
He did well in the ads, I find him odious because he's banging Drew Barrymore.
Now the user base is people who don't need computers. iOS, according to Steve Jobs, is designed for people who never used a computer.
In other words, the main user base now (ie, the one that produces more revenue) aren't people which Apple helps to "think different", but people driven to "not think at all" from the latest Apple policies.
The current Apple policies can only be explained if they believe they make more money if people don't think, just like Microsoft did in their golden days.
Samsung is catching this scenario very well. Most of their ads are smart, brilliant and fun. Apple cannot make such ads any longer, because their current business is based on non-thinking customers.
Considering myself a "think different" user, I boo at Apple, and applaud the current Samsung way of thinking (although I don't use Android, since I prefer Linux and OSX over Android and iOS respectively)
While the "rap battle" approach might get the Apple-haters excited, it doesn't work. All you need to do is look at the MS campaigns from the last 10 years. But in all fairness, when you can't say anything about your product is better, slagging off the other guy is really all you're left to... well, that, and the "hey, we're cheaper."
We've gotten even too lazy to think. Technology is actually making us dumber.
Apple's "good" is better than most companies' "best". Apple would be foolish not to advertise, but they shouldn't drown us in commercials. Every time you see an iPhone used to record interviews or take pictures on the news/tv, is free advertising.
Quote:
Originally Posted by dasanman69
1. When is Coke ever out of sight? It's prominently displayed in just about every store.
Quit advertising and see how long it takes to be placed on the high shelves.
Quote:
Originally Posted by jungmark
Apple's "good" is better than most companies' "best". Apple would be foolish not to advertise, but they shouldn't drown us in commercials. Every time you see an iPhone used to record interviews or take pictures on the news/tv, is free advertising.
Keep thinking that "good enough" is the way to go. It's so easy to be forgotten by a fickle public.