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Essay / Research Paper Abstract
This 15 page paper demonstrates how the advent of the Internet affects the promotional mix. The iMac is the focus of the investigation. The paper looks at how the iMac has been marketed and how its promotion has been affected by the Internet. Bibliography lists 10 sources.
Page Count:
15 pages (~225 words per page)
File: RT13_SA303Mac.rtf
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Unformatted sample text from the term paper:
computer users, it has made its way onto the set of Ally McBeal and a host of films. Even copycat computer prototypes that use colors to frame the desktops have
come into vogue. They are good looking, well designed machines and marketing of Apples iMac has been quite interesting. Not only does the computer make a presence in films and
television shows, but it has a built in marketing tool. As with most computers, there are Internet links built into the browsers which come with the product in addition to
bundled software that only works on Macs. Advertising the iMac has been challenging as the computer does not use a Windows operating system. In a Windows world, how can
Apple compete? It is challenging, but many of the commercials are clever and feature ordinary people. Its five step set up sheet that comes with the product is rather revolutionary.
The first step is to merely to plug the computer in. There are no big manuals to use. With reference material like that, many users will see that it is
perhaps less complex than setting up a new television set or stereo system. Indeed, marketing has been entrenched in the creation and selling of this product and it is targeted
to novices. The iMac was made for the Internet. It is a computer designed with the net in mind. When Apple first created the personal computer back in the 1980s,
it was one that did not have net access. There was the Apple IIc and then the early Mac. There was no widespread presence of the Internet and so, the
computer was not marketed as a product to be used as such. In discerning how one markets a computer since the advent of the Internet, there are several considerations. One
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