Chapter 15- Marketing Communications


Apple uses both Promotional strategy and Competitive advantage in order to sell to consumers. Promotional strategy is a plan for the use of the elements of promotion advertising, public relations, personal selling, sales promotion, and social media. Competitive advantage is the set of unique features of a company and its product that are perceived by the target market as significant and superior to those of the competition. Many consumers that purchase Apple products believe that these are the best products in the market due to Apple comparing their phones to other well known phones in the market. Apple also uses promotion advertising, public relations, personal selling, sales promotion, and social media as part of their promotional strategy Apple advertises to their consumers and potential consumers by placing ads in places that they know many people will see, for example on the train, in the newspapers and on television. When advertising on the television, they show how to use it hands on, therefore they make it accessible to people watching their ads. Another way they advertise on the television is when they have commercials of celebrities with the new product.