on 10/27/01 12:45 AM, Bill davis newton at newton_at_mail.ecity.net wrote:
> Apple needs to talk up this and other stuff (like the 1.8" drive) a lot
> more. (As usual, Apple STILL has problems with it's
> marketeers.....they need to headhunt microsoft's). Everyone else is
> SOOOOO concerned with comparing/dissing some of the specs of the
> device...so Apple should lay a bombardment of back specs on 'em.
You know, I compare Apple's marketing strategy vs other manufacturers' to
ads for automobiles in the states vs in Europe. In the States, most ads are
very blunt, and show power-cornering-and all the gadgets and emphasize the
financing possibilitie. In Europe, at least on the channels I watch, the ads
are much more sophisticated and subtle and try to create an atmosphere,
usually upscale, about their car. Apple tries to maintain a more classy
perspective, while most computer purchasers seem to prefer the more
down-to-earth, (albeit boring) approach to computer marketing, that
emphasizes horsepower, memory and bells and whistles. I suppose that, when
you look at Apple's strategy in that light, yes, their marketing is a
failure, yet, one has to admit that they have certainly created an image
that they are sophisticated and upscale, and for the creative types. Geeks
need not apply. :-)
--
-Jon Glass
Krakow, Poland
<mailto:jonglass_at_usa.net>
<mailto:glasshaus5_at_aol.com>
"Government is not reason; it is not eloquence; it is force! Like fire, it
is a dangerous servant and a fearful master."
--George Washington, first president of the USA
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