Apple the master of advertising—or is that non-advertising?
Posted by Dennis Sellers 
Jun 25, 2007 at 6:47pm
Some day business students will look back at the first half of 2007 to learn about “Apple’s best marketing campaign ever, and maybe one of the best ever in American business,” says Tom Krazit, writing for CNET. Or maybe that’s a non-marketing campaign. We’re talking, of course, about the iPhone.
What did Apple do to mount that campaign? Not much, Krazit. It simply introduced the iPhone in January, bought ad space during the Academy Awards to say “hello,” and only within the last few weeks started a broader ad campaign. Apple has figured out how to appeal to consumers like no other company in technology—and with a smaller marketing budget than companies like Intel, Microsoft or Hewlett-Packard, he adds. Apple has perfected the art of buzz during the Internet’s second act, Web 2.0.
“They simply do a masterful job of capturing the imagination of just about everyone,” wrote Jim Lattin, a professor of marketing at Stanford University’s graduate business school, told Krazit in an e-mail interview.
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Dennis Sellers
Dennis has been a newspaper editor/reporter (seven years) and teacher (seven years). He has over 4,000 magazine, newspaper and online articles to his credit. He has also covered the Mac and tech industries for over a decade for such online publications as MacCentral, MacMinute and now MacsimumNews.
