I have written extensively, and with admiration, about the company’s advertising and how, when others were dismissing the effectiveness of advertising in magazines or, frankly, of the effectiveness of advertising anywhere “but the web,” Apple spent heavily (and effectively) on everything but online advertising (as a percentage of their advertising budget) and in so doing, grew market share. Let me say that again: Over the past four years, Apple has remained committed to advertising heavily in such “traditional media” as print (including newspapers, but especially magazines), TV and outdoor advertising to launch products and build market share for existing products while most companies diverted larger and larger portions of their budgets into online efforts that have been, for most, a rat hole with very little ROI.

Rex Hammock’s RexBlog.com » Blog Archive » The real news: The Apple PR machine attenuates


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