Integrated Marketing Communications

Apple is very aware of the elements of promotion and they have effectively used them to sell out their newest product, the iPad 2. Using the 4 elements of the promotion mix: advertising, public relations, personal selling, and sales promotion, they have made the iPad2 one of the most lucrative items in the world. Apple is well known for their sleek, simplified, successful advertising campaigns and the iPad 2 is no exception. They have applied their advertising in many mediums including email, the web, billboards, television and print ads which have combined, been highly successful in both marketing the new version of the iPad but more-so the new "Smart Cover" as an essential accessory. Their public relations department has done an excellent job at creating a positive image for the iPad 2 by creating an image of it as both a business product and a family friendly product. Many of its advertisements include children using the product, family members connecting via Facetime, or a possible kid-friendly app. All of these have created a very positive image for Apple. The iPad has also gained publicity in the media frequently being used on television in news broadcasts and even by the mayor as a display tool. As far as promotions are concerned, Apple rarely partakes in any but recent news has said that Best Buy is reserving iPad 2's for an upcoming promotion, which we are all very excited to see what that might be. Personal selling, is also rarely used by Apple as it relies more on the internet to sell its products, but for consumers who purchase in-store, Apple representatives help finish the sale.
Apple has been one of the most successful companies at communicating its message to consumers. With interpersonal communication via its Apple stores, and mass communication via its advertisements. Their mass communication efforts have been very effective because they reduce the clutter and distractions, and convey a simple to the point message about each product. For example "The iPad 2: Thinner, Lighter, Faster." communicates the most important aspects of the iPad 2 in a simple way.
When Apple promotes a product it has 3 main goals: inform, persuade, remind. When a new product such as the iPad 1 was coming out, they needed to inform the consumer on the uses of the product. Once the consumer understands the product they need to be persuaded to buy it by seeing how it will positively impact their life. Last Apple needs to remind consumers of the product even once it is already well known, such as the iPhone 4 commercials which feature new apps and updates.