'Think Different': the Ad Campaign That Restored Apple's Reputation

Topics: Apple Inc., Steve Jobs, IPhone Pages: 11 (4366 words) Published: June 5, 2013
'Think Different': The Ad Campaign that Restored Apple's Reputation I. INTRO
Good afternoon everybody and welcome to our presentation today. My name is…, I am a member of group 4, class A18, Foreign Trade University, it’s my honor to be here today. First, to begin, I’d like to introduce my group for a little bit. We are group 4, a team that is created by 5 extraodinary members. Now, it’s my pleasure to introduce Mr/Ms…blah blah… Now back to our presentation, as you know, at present, Apple is one of the biggest information technology companies in the world. For more details, Apple is the world's second-largest information technology company by revenue after Samsung Electronics, and the world's third-largest mobile phone maker after Samsung and Nokia. Though being such successful, Apple once was on the edge of dissolution when the company floated hundreds of millions in the 90s and nearly went bankrupt. So how did they manage to recover and rise up? The answer is thanks to their amazing advertising strategy. Apple‘s television advertising has been key to the renewal of Apple loyalty and excitement in the world. The Think Different campaign, launched in 1997, was a central factor in Apple’s recovery from financial difficulty, winning admiration for creativity as well as focused attention for new products. This is one of the greatest campaigns of all times- the most effective advertisement in history of mankind. Today, we‘ll show you how this fantastic campaign proceeded and why it can be used as a good lesson for other companies, which is also our main topic here (”Search the internet for a good plan or campaign that can serve as a good lesson for other companies”.) Our presentation will be divided into 3 main points

* 1st : History in which we’ll give you some background information about Apple before the “Think different” campaign * 2nd :The campaign’s operation: overall about the campaign and its progress * And the last is “Think different”‘s effectiveness And now, without anymore delay, the History part will begin shortly with the presentation of… II. BODY

1) History : background information about apple before the “Think different” campaign Hi everyone, Thank you for making the effort to be here with us today. I’m... and I’m here to share with you about some information about Apple’s before the “Think different” campaign. This should only last 4 minutes. I’ve divided my talk into 2 parts: Apple’s problem in mid 90s and the introduction of “think different” campaign. If you have any questions, we will discuss at the end of our presence. I think all of you, of course, know about the Apple. It is an American multinational corporation, is best-known hardware products are the Mac line of computers, the iPod music player, the iPhone smartphone, and the iPad tablet computer. That was some information about Apple company, so now, let’s start with the first point: Apple’s problem in mid 90s In 1983, Apple released the Apple Lisa, the first commercially available computer with a GUI ( Graphical User Interface). However, this was a problem time because co-founder Steve Job had arguments with the Lisa team and was forced to leave the project. On top of this, the Lisa was not very successful due to its cost of $10.000 (approximately $21,000 today!) In 1984, instead of working on the Lisa project, Steve Jobs was put on the Macintosh team and in 1984 the first Mac was developed. It was an important moment in Apple and computer history because it had high-level graphics for the time and it helped to develope the desktop publishing market. In 1985, after a fallout with Apple’s new CEO, John Sculley, Steve Jobs was sacked in 1985 from the company he co-founded. During this time, Jobs developed other companies (Next and Pixar animation) with great success. In the early to mid 90s Apple was in trouble. By trying to release too many different products, they lost millions on a number of different projects and confused...
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