How to Market the New Apple MacBook Air

In March of 2020, Apple released the updated version of their laptop, MacBook Air to market (see the press release below). Given this situation, marketers at Apple are requested to develop an advertising campaign to market the new MacBook Air product. In your essay, develop the advertising campaign for Apple as if you were a marketer at Apple. You need to address how your proposed advertisement can achieve the company's objective, which is specified in the following page.

(Apple Inc.)

PRESS RELEASE March 18, 2020

The Most Popular Mac Now Has Up to 2x Faster Performance, the New Magic Keyboard and Twice the Storage

Apple updated MacBook Air, the world's most loved notebook, with faster performance, the new Magic Keyboard, twice the storage and a new lower price of HK$7,799. The new MacBook Air delivers up to two times faster CPU performance and up to 80 percent faster graphics performance, letting customers breeze through daily activities and play more games. Now starting with 256GB of storage, MacBook Air allows customers to store even more movies, photos and files. With its brilliant 13-inch Retina display for vivid images and sharp text, Touch ID for easy login and secure online purchases, spacious trackpad, and all-day battery life combined with the power of macOS Catalina, it's the best MacBook Air ever made.

According to the press release, although the new MacBook Air model has various advanced attributes, it is a challenge for marketers to deliver information regarding the new product to consumers. The good news to marketers is that once consumers decide to buy a new laptop, they are usually highly involved in the purchase situation due to the high cost associated with the laptop purchase. Hence, the objective of the advertising campaign is to improve the attitudes towards the new MacBook Air amongconsumers with high involvement in the laptop purchase. In the essay, you need to propose one version of the advertisement to achieve the current advertising objective.

Hints for necessary details to address

The following are the details that should be included in your essay.

Include a brief analysis of characteristics of target consumers in terms of their attitude

formation and decision making. (Since Apple targets consumers who are highly involved in the laptop purchase, marketers need to understand the characteristics of consumers with high involvement.)

Illustrate the details of the advertisement by explaining your key decisions for the advertisement such as decisions related to source, message, and medium/channel. (You need to provide the details of your decisions as well as the rationale for your decisions.)

Discuss how the proposed advertisement can improve the attitudes based on theories regarding attitude formation/change. (You need to utilize the relevant theories to explain the effectiveness of your proposed advertisement in achieving the objective.)

Question:

(a) Analysis of target consumer segment

(b) Key decisions for the advertisement

(c) Application of the relevant theories to the proposed advertisement

(d) Rationale for the effectiveness of the proposed advertisement