Chapter 16- Advertising, Public Relations and Sales Promotion


Advertising is a one way mass communication about a product or organization. Apple advertises in many ways. Some ways are televisions, phone companies, newspapers and online. Since Apple already has a name, and is a very popular company, they use Product Advertising. Product Advertising is a form of advertising that uses the benefits of a specific product or service. Apple is known worldwide. They show consumers how the product can benefit to the consumers. Apple uses the slogan "Think Different" to show consumers that their products and different from the other current or upcoming products. 
Public relations is the element in the promotional mix that evaluates public attitudes, identifies issues that may answer public concerns, and executes programs to gain public understanding and acceptance. Apple is always trying to fix any arising problems. For example when a new phone comes out, if any bugs occur with the new phones, you can take it to the Apple store and they will replace your phone. They want to make sure that their consumers are always a 100% satisfied with their products and/or service.