AppleandMicrosoftadvertisingspending-thequalityandquantityofthePK-畢業(yè)論文翻譯

1、Apple and Microsoft advertis ing spe nding - the quality and qua ntity of the PKFree paper dow nl oad cen ter News: August 3, 2012 -Accord ing to foreig n media reports, duri ng a time whe n the London Olympic Games, Apple seize this golde n age of broadcast three of thelatestMacad. Ad, theprotag on

2、ist is a body wear the T shirt, blue apple geni us.Three ads about the Apple Genius Bar “genius ” , to provide customers with tech ni cal guida nee to the sce ne in a differe nt con text. It is reported that Apple s inten ti on istoshowcase Apple products simpleandpractical.However, accord ing to th

3、e audie nee resp on se, but the ad did not achieve the desired effect, and even played a coun ter.Combi nedwith audie nee reacti on,some an alystssaid, “Apple s advertising is very failed , described by the advertis ing content is a genius of the tech ni cal staff to show clients that Apple products

4、 are easy to operate features, the dialogue is dull, no senseof humor can benot after the stateme nt. the fact that many viewers, the ad focused on description of those who do not use theiproduct customers stupid . Apple seems to be said that without the help of tech ni cal pers onn el, new customer

5、s will buy a home to operate.“Ken Siegel, a former Apple creative director (KenSegall), this series of ads can notun dersta nd. Siegel didnot un dersta nd the reas on there are so few:If the audienee of these ads is a new Mac user (first-timers), then Apple Why were you so ignore the advertis ing of

6、 other audie nee?Genius idea is good, whether it is worthwhile to in troduce the campaig n?Advertis ing expressi on, poor executi on.Con sumersso bleak-that-U-177isstupid-isappropriate?These adsare reallyfrom thehands of theApplegroup of geni us?His blog,formercreativedirectorofTBWAadvertis ing age

7、ncy issued a similar view, he thinks this ad for Apple to bring the desired effect, and brought a wide range of n egative effects. He also believes that This is the worst response advertising in Apple s history, Apple this in vestme nt is clearly a failure.People as it shouldbe questioned Apple sadv

8、ertising team, after all, this is a very rare investment mistakes, but most people do not know is this: one of the Apple as the world s most in flue ntialbrand, and theannual advertisingspendingless than $ 1,000,000,000(representing the proportion of Apple s total sales of lessthan 1%).Accordingto A

9、pple s annual report last year,Apple s spending on advertising reached $ 933 million in 2010, advertis ing spe nding was $ 691 milli on advertis ing spe nding in 2009 is $ 501 millio n of Apple sales in three years, 2011,2010,2009 total of $108,249,000,000$ 65,225,000,000 $ 42,905,000,000.Accord ing

10、 to the above data: Apple last year, spending on advertisingis less than 1% of sales, salesreve nue growth rate is much larger tha n the growth rate of the advertis ing budget.And Apple compared to Microsoft s ads are what?Accord ingto the dataoftheMicrosoftheadquarters in Redmond: Microsofts2012fis

11、cal year(fiscal year 2012,from June 2011toJune2012), adspending is $ 1.6 billion fiscal year 2011 ad spending is $ 1.9 billio n in 2010 fiscal year, ad spe nding is $ 1.6 billio n three yearsadvertis ingexpe ndituresacco untfor aproporti on of total sales were 2.2%, 2.7%, 2.6% last year, ad spending

12、grew 19 percent, while sales grew by only12%.Here s a look at Dell: 2012 ad spending to $ 860millio n 2011 advertis ingspe nding of $ 730 millio nadvertis ing expe ndituresin 2010 for $ 619 millio n,respectively, acco un ted for 1.3% of total sales in the pastthree years, 1.2%, 1.2 percentlast year,

13、 Dell s salesgrowth did not outperformthe growth of advertisingspe nding.Review the historyofApple s advertising,“ 1984 ” cross the significanee of the times, the Mac and PC “series in the PC era of rampant significant the impact of iPod, iPh on e, iPad, a series of ads in the” post-PC era“ equallyi

14、mpressive. These ads show the “ ordinarypeople doing extraord inary things” in the form of ease ofuse of Apple products. Overall, Apple s previous advertis ing, or artistic. such as Apple iPod advertis ing is avery successful example, advertis ingthe con tourof thevertigo dan cers not only help Apple sold millio ns of iPods, which makes that performanee