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AlA Comparative Analysis of Promotional Campaigns between

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The " Get https://amazonia.fiocruz.br/scdp/blog/gregorys-punctuation-checker-tool/ethical-decision-making-on-various-managerial-accounting.php Mac " campaign is a television advertising campaign created for Apple Inc. Apple Computer, Inc. The Get a Mac advertisements follow a standard template. They open to a minimalist all-white background, and a man dressed in casual clothes introduces himself as an Apple Macintosh computer "Hello, I'm a Mac.

The two then act out a brief vignettein which the capabilities and attributes of Mac Ca,paigns PC are compared, with PC—characterized as formal and somewhat polite, though uninteresting and overly concerned with work—often being frustrated by the more laid-back Mac's abilities. The earlier commercials in the campaign involved a general comparison of the two computers, whereas the later ones mainly concerned Windows Vista and Windows 7. The American advertisements also air on Canadian, Australian, and New Zealand television, [ citation needed ] and at least 24 of them were dubbed into Spanish, French, German, and Italian.

Several of the British and Japanese advertisements, although based on the originals, were slightly altered to better target the new audiences. Both the British and Japanese campaigns also feature several original ads not seen in the American campaign. The Get a Mac campaign is the successor to the Switch ads that were first broadcast in Both campaigns were filmed against a plain white background.

Apple's former CEOSteve Jobsintroduced the campaign during a shareholders meeting the week before the campaign started. The campaign also coincided with a change of signage and employee apparel at Apple retail stores detailing reasons to switch to Macs. On November 10th,John Hodgman returned and portrayed a PC at the end of Apple's "One More Thing" event; criticizing the AlA Comparative Analysis of Promotional Campaigns between made to the Macintosh lineup earlier in the event. The ads play on perceived weaknesses of non-Mac personal computersespecially those running Microsoft Windowsof which PC is clearly intended to be a parody, and corresponding strengths possessed by the Promottional OS such as immunity to circulating viruses and spyware targeted at Microsoft Windows. The target audience of these ads is not devoted PC users but rather, those who are more likely to "swing" towards Apple.

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Apple realizes that many consumers who choose PCs do so because of their lack of knowledge of the Apple brand. With this campaign, Apple was targeting those users who may not consider Macs when purchasing but may be persuaded to when they view these ads. The advertisements are presented below in alphabetical order, not chronological order.]