Introduction
Using knowledge gained through Brand and Agency shadowing of Apple Computers and its appointed agencies this essay will examine and assess possible working arrangements in place to managing their Integrated Marketing Communications and their overall advertising and communication strategy and tactics.
Company History
Steven Wozniak and Steven Jobs had been friends at High School, and they kept in touch after graduation. They both ended up dropping out of school and getting jobs for computer companies in Silicon Valley.
Apple Computers was born in 1976 when Steven Wozniak designed what was to become Apple I. Steven Jobs then insisted that they try to sell the machine. Hobbyists did not take the Apple I very seriously, and Apple did not begin to take off until 1977, when Apple II debuted at a local computer trade show. The Apple II was the first personal computer to come in a plastic case that included colour graphics. This made it an impressive machine for the time. Orders for Apple machines were multiplied by several times after its introduction. With the introduction in 1978 of the Apple Disk II, the most inexpensive and easy to use floppy driver ever for that time, Apple's sales further increased and the company increased in size. In 1980 when the Apple III was released the company had several thousand employees and was beginning to sell computers abroad.
In December 1983, the Macintosh was born. Apple Computers ran its award winning and now famous "1984" television commercial, making TV history. Apple ran the ad during the NFL Super Bowl, and millions of viewers saw their first glimpse of the "Macintosh" computer. The commercial was directed by Ridley Scott, and the Orwellian scene depicted the ...