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School Presentation: Is brand awareness effective?

by bwhited1
12 replies
Hello,

For my management course we are required to do group presentations, My group will be presentating on Apple.

I want to rock the boat by shunning brand awareness advertising and show everyone the power of direct advertising.

But I want to know first what you're opinions are. John Carlton called brand awareness garbage, unmeasurable and overall a waste of money.

Is it useful at all, specifically for apple, here is an example ad >> .

Did it make sales at all^
#awareness #brand #effective #presentation #school
  • Profile picture of the author Oziboomer
    Originally Posted by bwhited1 View Post

    For my bullshit management course
    Do you want to start again?

    How many people want to help when a poor attitude is illustrated right off the bat.

    You may want to consider your tone before asking for help from people who generally are approachable but "why" would they contribute to "bullshit?"

    As an aside...understanding branding by attacking Apple is not probably the best approach given their success in the market.

    Really want help?

    There are some people who will help but the way you request help and accept it will determine your personal brand around here.

    Respectfully...

    Ozi
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    • Profile picture of the author marciayudkin
      As a former college professor, I don't believe it's appropriate for students to ask for homework help here. If someone is truly interested in learning, that's a different story.

      In addition, in this case it's really ridiculous to ask for help in such a scornful way, as Oziboomer noted in his post.

      Marcia Yudkin

      P.S. The original post in this thread was subsequently edited.
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      • Profile picture of the author bwhited1
        Fine.

        You're both right, I let my scorn for my college education bleed through too much.

        I'm sorry.

        And this isn't just homework, it's evolved into learning more about a part of marketing that I have little experience in.

        If this was about homework I wouldn't have bothered to make this post, I only want C's and extra time this semester as I work towards being profitable in affiliate marketing.

        So would either of you be willing to answer now? How much of apple's success can be attributed to the branding form of marketing.
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        • Profile picture of the author dmaster555
          Originally Posted by bwhited1 View Post

          Fine.

          You're both right, I let my scorn for my college education bleed through too much.

          I'm sorry.

          And this isn't just homework, it's evolved into learning more about a part of marketing that I have little experience in.

          If this was about homework I wouldn't have bothered to make this post, I only want C's and extra time this semester as I work towards being profitable in affiliate marketing.

          So would either of you be willing to answer now? How much of apple's success can be attributed to the branding form of marketing.
          You might want to practice the art of heavy research if you even plan to be successful at this.

          I know marketing classes in college are for the most part crap, but you don't know everything. Open your mind a bit.
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        • Profile picture of the author Oziboomer
          Originally Posted by bwhited1 View Post

          So would either of you be willing to answer now? How much of apple's success can be attributed to the branding form of marketing.
          Branding is one thing.

          Brand evolution is another.

          You may want to consider the lifecycle of the brand and how and where it has got to where it is today and where it could potentially go tomorrow.

          The best brands tend to look ahead because they understand that the tides of popularity ebb and flow.

          The long term survivors do tend to keep breaking the paradigms and evolving to meet their market not only now but in where they are going to be next.

          Best regards,

          Ozi
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  • Profile picture of the author angiecolee
    Part of Apple's appeal IS its brand awareness and appeal. In this case, you can't really separate the two - the "cool factor" and fan boys are the reason there are lines around the block. That's not features. That's being associated with the brand's coolness.

    If you want to talk about HOW direct marketing LED to brand awareness and figure out a way THAT is responsible for brand awareness, that might be a more intriguing angle.

    As someone who works in brand awareness and incorporates direct marketing, I don't think the two are as distinct and separate as some believe. There is a LOT of overlap.
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    • Profile picture of the author bwhited1
      Thanks for the reply.

      I need to read more from now on before forming my strong opinions.
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      • Profile picture of the author DABK
        Maybe this is too late, but, in my life, brand awareness does 3 things:
        1. helps ads/sales letters
        2. keeps me from buying/reduces effectiveness of ads/sales letters
        3. leaves me indifferent.

        1. There are brands I'm well aware of and think they suck... I've caught myself contemplating buying one or another of their products... The product impressed, the brand awareness cancelled the impressiveness.

        2. Sometimes, I get a postcard/see an ad from a company that's impressed me. If I want the product/service, I buy based on little.

        3. There are tons of brands where the brand name doesn't move me one way or another, though I know who they are, what they stand for... I've dropped them a long time ago into the Average column and I buy if there are no other options or if they have a big sale; small sales don't do it.

        Point, brand awareness comes into play quite often in direct marketing. It's darn hard, though, to quantify how much and tell which brand awareness ad works (best).
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  • Profile picture of the author pewpewpewmonkeys
    You may want to consider your tone before asking for help from people who generally are approachable but "why" would they contribute to "bullshit?"
    Nah, most college classes are complete bullshit. There's no need to skate around facts.

    Group presentations in college are also bullshit.

    As an aside...understanding branding by attacking Apple is not probably the best approach given their success in the market.
    I think it's great. Compare the video to the current way apple advertises. They have damn good copy. Sure, there is overlap like what Angie said, but was there overlap in 1984?

    OP, you would have to research what apple did as a whole back in the day and compare it over time. That's pretty extensive research and I doubt you'd be able to get all the data needed (like what part of their budget was spent on x, y, z, etc.)

    As a former college professor, I don't believe it's appropriate for students to ask for homework help here.
    Is there a textbook somewhere that has better knowledge than the average successful warrior forum member?

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  • Profile picture of the author gregorydiehl
    Your brand is the collective conception others have of you or your business. It is that intangible awareness (the context) through which your audience will interpret and react to specific pitches and attempts to generate new business. The power of a message comes from who is saying it.
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  • Profile picture of the author Sara20
    Originally Posted by bwhited1 View Post

    Hello,
    John Carlton called brand awareness garbage, unmeasurable and overall a waste of money.
    Did it make sales at all^
    Maybe he is right, but our world is different! We all like brands and they're popular! As for me, I have an Apple, and I like it very much! But also, very important the quality of this thing and not a brand!
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  • Profile picture of the author havplenty
    As a direct response writer myself I have the utmost respect for the greats like Carlton.

    But brand awareness and the advertising that comes with it is not garbage. It might not be as measurable as direct response but who would say it hasn't worked for Apple? Or any of the hundreds of Fortune 500 companies that have sales running into the billions each year?

    I am reading some old marketing books and even in 1898 it seems there was a clear distinction between direct and indirect.
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