Ipod's Imc

Apple introduced the first iPod in late 2001. There were other mp3 players in the market at that time, nevertheless, iPod have taken the biggest bite out of the market share. Within one year from January 2004 to January 2005, its US market share tremendously increased by 34%, from 31% to 65%. What could have caused this rapid increase?

Apple launched an advertising campaign by the name of 'silhouette campaign' in late 2003. The Apple iPod silhouette commercials are a family of commercials in a similar style that form part of the advertising campaign to promote the iPod. The commercials include television commercials, print ads, posters in public places, and wrap advertising campaigns, and are unified by a distinctive, consistent style (wikipedia - the free encyclopedia). Every silhouette ad features dark silhouetted characters in dancing poses against bright-colored backgrounds. The earphones, cord and iPod appear in white, so that they stand out in contrast to the background and silhouettes. The white cords have become symbolic - now iPods come in black as well, but the cords are still white. The dancing silhouettes give out the message that the iPod releases the energy in us and express ourselves. It also says that the iPod sets you apart from the crowd, as the 'i' could stand for 'individual' and 'independence'. After all it is the consumer who chooses the music the iPod contains. The simplicity of the ads gives the message that the iPod itself is not complicated and can be operated by anyone. The characters being portrayed in silhouettes also say that the iPod is not for a particular age, race or class.

The TV ads started shortly after the ads in print were up. These also have the features of the silhouette campaign - the Apple logo, dancing silhouettes, bright background, white iPod and cord, and it's simple, giving out the same messages. One of the TV ads features the famous rap artist Eminem in a bright orange composite background and the traditional dancing silhouettes listening to iPods.

The packaging comes in different sizes, yet the message is integrated in the packaging as well. It is very simple without many directions and unnecessary information. The Apple logo is printed on top and it's usually in black and white. In some packages the silhouette is printed on one of the sides relating it to the printed and TV ads.

Apple uses many promos in their silhouette campaign. The U2 special edition iPods came in black and red (which is the color of the U2 latest album), with the signatures of the band members engraved on the back of the iPod. They also had the U2 album pre-loaded and the customer was given an iTunes coupon. U2 sends the right message that the iPod advertisers are trying to portray. Their music and style are one of a kind. U2 has an edge, just like the iPod; a hip and trendy edge. Apple advertised this in an ad featuring the band in silhouettes performing to one of their own songs; complementing the silhouette campaign. Other promos include the 'make it personal' promo where the customer