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Ipod

1. INTRODUCTION
APPLE iPod
Apple is one of the leading brands around the world. When they released their first music players that playback music from an inbuilt memory called the iPod in 2001, everyone wants to own one of the new music players. Today, the demand for iPods increases by the day and the range has also increased: iPod classic, iPod touch, iPod Nano and iPod shuffle.


2. FINDINGS
2.1 METHODS OF ADVERTISING
APPLE advertises its mp3 player iPod through several media, which include television commercials, radio advertising, print media such as magazines and posters, vehicle advertising and lastly, the Internet.
Television
The more famous and memorable TV commercials for APPLE iPod featured dark silhouetted characters against bright-colored backgrounds e.g. silhouette roller skating to Gorillaz’s Feel Good Inc. The silhouettes are usually dancing, backed by up-beat music, holding the iPods and listening to them with Apple's supplied earphones. These distinctively appear in white, so that they stand out against the colored background and black silhouettes. The silhouettes are used as opposed to celebrities or any other faces so as not to take away the focus of the commercial – the iPod – therefore the consumers’ attentions are only on the product itself and not any other distractions.
In addition, the silhouette theme emphasizes the iPod’s icon status; there was one commercial whereby a man walked past a set of silhouette posters and these silhouettes came to life when his iPod was playing, but froze when he paused it. This has successfully communicate the message to the consumers – that music coming from APPLE iPod makes it more exuberant and lively for the consumers, therefore if they want quality, they should go for APPLE.
There is high product recall – the consumers are able to recall this advertisement easily, thus the advertisement is very successful in its goal of making the consumers think of APPLE iPod when they think of mp3 player....