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“The truth isn't the truth until people believe you, and they can't believe you if they don't know what you're saying, and they can't know what you're saying if they don't listen to you, and they won't listen to you if you're not interesting, and you won'
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William Bernbach was a US advertising executive and copywriter. He trademarked subtle, low-pressure advertising in the agency he founded, Doyle Dane Bernbach, Inc., and is known among the advertising and marketing world for his clever quotes. (www.smallbusinesswizzards.com) Using some of the thoughts of Mr. Bernbach and the Team, you will see that Apple and Kia are good examples of three basic truths: 1. Creative marketing and advertising involves making products interesting by “being imaginative, original, and fresh” and gets the attention of consumers! 2. Great advertising does NOT ensure brand success 3. Gaining market share should not always be a primary goal in launching an ad campaign, and a low product rating doesn’t always mean failure in this area. "Properly practiced creativity can make one ad do the work of ten." -- William Bernbach Apple is a good example of creative marketing and advertising – they use tactics that give their computers a personality – which is an original and very interesting way to sell personal computers and related products. Regarding the role Apple ads play in demonstrating "the personality" of their products, the members of The Team seem to each have similar ideas, but different ways to express the thoughts…not unlike the personalities of Apple and their ads! For instance, Micah’s favorite new Apple commercial stars Vern Troyer (Mini-Me from Austin Powers movies) and Yao Ming (Basketball player for the Houston Rockets) – both men, famous for their size, were used to advertise the new big (17”) and small (12”) “Powerbook” (which, incidently, are the largest, and most compact full-sized laptops, respectively). (http://www.basketball365.co.uk/apple170203.htm ) The commercial features the men on an airplane sitting next to each other. Each man pulls out his laptop, the small man’s being the big laptop and the big man’s being the small laptop. The humor is obvious without anything having to be said in the commercial, but it further demonstrates Apple’s product “personality” – in this case being that “they are both great and they are both unique” (www.basketball365.co.uk). Monica notes that the Apple ads allow the viewer to see first hand how different this computer is from all the other computers. The ad shows you a computer that is able to think. By thinking the computer is able to interpret what the person in front of it is doing and perform the same actions. The ad is showing that it is not just a computer that will sit on the desk but will interact with the user. The computer’s flat screen demonstrates to the buyer that they can get the same advantages without the bulk of a big screen. The flat screen also shows how this computer can compete with the other computers by having a flat screen but is better than the other computers because it has a mind of its own and will relate with the user. John sees that Apple plays a significant role in demonstrating the personality of their products. He believes the theme behind their iMac is the best example.
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