Speaking of Windows Vista Advertising and Mac ads
Todd shows us the new Lost previews sponsored by Microsoft. I'm not a marketing person (please, let's not even go there again...i'm a marketing enthusiast maybe), but I think that one thing that people often don't understand well is the relationship between the advertising/marketing vehicle and the target market, and whether contextual relevance is required. For example, many people might think that the best place to advertise for Vista is at a computer store or developers conference; somewhere where the competition for mind share (not to mention eyeballs may be great.
So while there may be no contextual relevance between Vista and Lost, for example, market research may show that developers and IT/business decision makers make up a large percentage of the Lost viewership. You can advertise on the back of a bus if it's going through the right neighborhood.
I always rather enjoy the advertising that makes you think about how it was targeted. It offers you some insight into the psychographics of the people that are most likely to come across the advertisement. Now, if I had to have a conversation with a third part software developer, I might ask if they saw the last episode of Lost. It would be a short conversation, because I don't watch Lost, but at least it wold be a start. I'd go into the conversation possibly knowing a little more about that person.
Of course the ability of an ad to touch your target market relative to the price , although simplistically stated, is what effective advertising is all about; along with the ability of the ad content to impact perceptions or drive behavior (depending on whether it's branding or product advertising...whew, I sound like marketing 101 and that's about as deep as I care to go without making a fool of myself).
It's funny to see points made on Todd's blog about John Hodgman being more likable in the Mac ads. I think that is what I said way back when they started. Did I remember to thank Steve Jobs for the free advertising? There's already an "us versus them" mentality among many Mac heads. So I would see the ads as more of a branding exercise...reinfiocement so to speak. I don't see them really swaying PC users and although I perceive a bit of a wobbly call to action as they talk about the features of the Mac relative to the PC, I think that viewers are too sucked into to the personalities and the novelty to really internalize the product features that much. So great marketing in that they are interesting and people form opinions about them but I, too, would be interested in hearing if they have driven sales in any way.
Comments
Anonymous
February 02, 2007
Interesting post for sure. I'm sure the Mac ads hit a note with mac enthusiasts and probably with younger hip users. In reality, though, the vast majority of businesses out there use Windows PC's. I really don't see that changing much at all in the mid-term. Whether it will change 5-10 years out, that is something to watch.Anonymous
February 03, 2007
"There's already an "us versus them" mentality among many Mac heads. " Doesn't calling them Mac heads make that an us vs them statement?Anonymous
February 03, 2007
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February 06, 2007
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February 06, 2007
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February 06, 2007
If someone gave you a new mac, would you use it?Anonymous
February 06, 2007
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February 07, 2007
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February 07, 2007
That link doesn't really have anything to do with the ads though. It's safe to say that ads increase brand awareness and therefore increase sales (to paraphrase what you said), except with they don't. Apples increasing sales may have nothing to do with the Mac, but rather with the iPod. I remain unconvinced that those ads are driving mac sales.Anonymous
February 07, 2007
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February 07, 2007
You still aren't proving to me that the advertisements have a direct correlation to the increase in sales. You can say that because that ads exist and the sales go up, that they are the cause but that is ignoring many other possible factors. You have proven coexistance, not causality. I understand basic marketing concepts. However, the connection remains unproven. Just because ads go viral does not mean they are producing sales. I look at a number of ads, viral and otherwise, that I enjoy and still don't purchase the product.Anonymous
February 07, 2007
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February 12, 2007
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February 12, 2007
Of course they are going to say that. I'd love to know how they are measuring it. It's not that I am reluctant to concede, it's that there hasn't been anything said that draws a direct connection between the ads and the sales. It's nothing personal...I just need proof.Anonymous
February 16, 2007
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February 17, 2007
It seems like Windows Vista looks more like the Mac operating system. I'm guessing those get a Mac commercials influenced Microsoft's strategies. Would it be wrong to say that Apple will be more dominate than Microsoft in the near future? Apple has the edge at schools. Apple is viewed as "cool" while Microsoft seems to appeal more to businesses. The point is this: The youth is the future. In our fast-paced world people are looking for simplicity and purity. As Apple will adapt to the business appeal and as Microsoft is tries to appeal more to multimedia, the two will start to look more and more similar.Anonymous
February 19, 2007
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February 19, 2007
I don't mind you posting your opinion on an MS blog. But when it's something this long, I would prefer that you post it on your own blog and link to it here. What you present as fact, I see as opinion. " Honestly, you only need to establish that it worked on one person to prove it." Really? I would love to be in Apples advertising budget reviews. I'm guessing that one person ain't enough. I don't need to step out of myself. I don't doubt the existance of people that love Apple. I happened to have recruited a number of people into the marketing research organization here so I know what goes on behind the scenes to rationalize marketing investments. My guess is that similar research is done inside Apple...well, at least I hope so. I know some people that work at Apple and from what i hear, it has more to do with what Steve Jobs wants than what the market wants. Sometimes that works, sometimes it doesn't. Until someone can pony up some proof via advertising response testing, I remain unconvinced. Let me be crystal clear: I am not saying that the proof doesn't exist. I am saying that you have not presented it yet.Anonymous
February 19, 2007
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February 19, 2007
re: fact versus opinion, I wou;d agree with you if the environment were more static. With the iPod being such a big deal at the same time, I think there are too many other significant potential impacts on the outcome. Totally agree that the data could be overwhelming. I think even some sample data could be relevant. I know Apple won't release the data...we wouldn't either. So you are right...I'll continue to question. That's my nature anyway. re: Jobs, I am only reacting to what I have been told by people I know there. I would assume that some combo of visionary leadership and customer dynamics would be appropriate. Sometimes customers don't know what to ask for...sometimes visionaries write checks their developers can't cash. I can definitely appreciate what they have done with the iPod. I'm not a hater...I have some of their products. Hey, they are a partner of ours. Different people have different needs. I think it's smart of them to try to take advantage of the attention the iPod has afforded them. They get a lot of mileage out their market mojo and I wish we were better at that. But I still think that the ads will drive more of us PC heads away from Apple because we don't identify with that slacker dude.Anonymous
October 20, 2008
Well, I bought a Mac. Was a PC uber-user for years. But, Vista was actually what turned me to Mac. It was (and is) bloated and unproductive, where with a Mac my productivity has increased dramatically. Also, more and more IT professionals are turning to Macs because of their great reliability. I've had more conversations with IT friends about their recent Mac purchase, or their intent to purchase than at any time in my career. I think Microsoft's pure dominance is over, and these ads are targeting those who want to see a way out.Anonymous
October 20, 2008
Maybe for their homes, but not in the enterprise. Anyhoo, I'm a PC. You are a Mac. Whatever.