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    iPhone and Harley Davidson Advertising Plan

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    - What is the message of the advertising?
    - Who is it directed to?
    - What is the relationship between target markets and consumer behaviour?
    - What is the positioning of the product?
    - What media have you seen this product advertised in?
    - What changes would you consider in the positioning of the product and the advertising message?
    - How was this advertising created (in house, outsourced, agency, etc.)?
    - Is this use of resources effective?
    - What would you suggest to increase the effectiveness of the campaign?

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    https://brainmass.com/business/marketing/iphone-and-harley-davidson-advertising-plan-256144

    Solution Preview

    iIPhone

    - What is the message of the advertising?

    The message is even though times are tough, technology will advance. The iPhone is a crucial part of Apple's line of products. The phone is so advanced, that it all but thinks for the individual. The message is that life is busy, read your favorite newspaper, watch your favorite TV show and listen to your favorite music anywhere, anytime, any day.

    To answer the question, the message expands knowledge, creates awareness and entices the consumer. The product is exciting and creates excitement. When the consumer feels excited, he or she will make a purchase.

    - Who is it directed to?

    The product is directed to all, from youth to the working mom or dad to grandma and grandpa. The product has something for each demographic. Send photos to family members. Map out a trip cross country or find the closest coffee shop. Let us not forget that the product is a phone, to make business calls and call those we love.

    For anyone who wants to get to the next level handheld technology, this is the product and the product is marketed as such.

    - What is the relationship between target markets and consumer behaviour?

    Two years ago, the consumer had no issues with paying $5.00 for a Starbucks coffee. Today, the consumer can take that $5.00 and purchase an entire can of coffee. Consumer behavior has advised that the consumer is stretching his or her dollars and gourmet coffee is no longer a priority. That being said, the behavior of the consumer is dictating the overall market. The relationship between behavior and target markets are close and work hand-in-hand to ensure profitability, even in such trying times.

    For this product, the relationship between consumer behavior and target markets is just as crucial. While the buzz in 2007 was exceptional, the buzz for this product did not see the fanfare of its predecessor. Why? The economy. As with Starbucks, what was once important is, today, not as important.

    - What is the positioning of the product?

    Well. To date, its competitor is the Blackberry. While the Blackberry was the leader for many years, the iPhone is encroaching. How? Through pricing. "Yesterday's announced price drop for the current 8GB iPhone 3G could be seen as Apple addressing the issue of being perceived as too pricey. Granted, that might be true for some of the Apple products. But the new ...

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