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Essay / Research Paper Abstract
This 14 page paper begins by describing the very first television commercial for the Macintosh Computer in 1984. That ad set the tone for Apple's marketing of this brand for the future. The writer describes several of Apple's campaigns for the Mac, demonstrating the company's creativity and innovative approach to marketing. Other marketing strategies, such as promotions and joint campaigns are reported. Suggestions are offered at the end. Bibliography lists 18 sources.
Page Count:
14 pages (~225 words per page)
File: MM12_PGmacmk5.rtf
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Unformatted sample text from the term paper:
sit staring at a large TV screen. The men seem to be in a trance staring at a Big Brother who is talking at them (no sound, though). Suddenly, an
athletic woman, in color, bursts into the hall holding a sledge hammer. Storm troopers are running after her. She spins around and tosses the sledge hammer at the screen. Big
Brother explodes. A voice-over says: "On January 24th, Apple Computer will introduce Macintosh. And youll see why 1984 wont be like 1984." The last frame on the screen then shows
the Apple logo by itself (B to B, 2004, p. 42). Big Brother was IBM, the company that dominated the PC market at the time (B to B, 2004). It
was a 60-second spot during the third quarter of the Superbowl game (B to B, 2004, p. 42). More than 70,000 Macs were sold within its first 100 days of
being on the market (B to B, 2004, p. 42). A rather interesting side-note to this story is that Apple Computer had tried to cancel the ad but
the agency couldnt sell the space (B to B, 2004). Apple had to take it and it was the best thing that could have happened to the company (B to
B, 2004). The ad was strange, to say the least. It was drab, it was in black and white until the woman burst on to the screen and then, only
she was in color, it was futuristic-looking, there was no dialog and the name of the product was never shown (B to B, 2004). The spot was called 1984 (B
to B, 2004). Many have called it "the best TV commercial ever made" (B to B, 2004, p. 42). That ad also has the distinction of being referred to as
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