Advertisement Reverse Engineering Marketing Messages Macbook Pro

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Reverse Engineering Marketing Messages

MacBook Pro

MacBook Pro (Apple, 2012)

The Apple MacBook Pro-is a powerhouse of a laptop that features some of the greatest hardware available at this time. Although the computer's hardware is more than adequate to provide the processing power necessary to run the most sophisticated software packages, what Apple focuses on the most is the Retina display that represents the next generation of display technology. The Retina display offers a bright and crisp display that can be viewed from virtually any angle. Previous generations of displays, as well as inferior models, could only be viewed at a certain range of angles and under certain lighting conditions. For example, you cannot see the display on most monitors from the side or in direct sunlight.

The product is being promoted in a traditional Apple style. One the primary commercial video the laptop is at the center of the commercial and is pictured in use (Apple, 2012). The background is pitch-black so that the product serves as the center of attention. The screen shot on the laptop show the laptop using complex video editing software and is performing tasks at lightening speeds. The camera pans around and shows the computer processing the video application at every angle. The catch line for the product is innovation at "Every Dimension." The song playing in the background is not in the same trendy genre as in other commercials and features a soft piano-based melody.

The target market for this product is undoubtedly high-end Apple users. This is evident by everything from the choice of music to the simplistic style in which the computer is displayed in the promotion. While other Apple products are promoted with trendy new music this commercial features a slower, more classical song that is intended for a more mature audience than other product lines. Despite this, most of the feedback on YouTube is focused on the song in which is being played. Apple has compiled a loyal following with their music selections in their commercials and many individuals are eager to know the song and the artist that Apple selected. Much of the negative feedback is focused on the high price of the product. Some users say that the product contains similar hardware as previous models except for the new display. There are complaints that the new display nearly tripled the price.

Microsoft Office 365

Figure 2 - Office 365 Logo (Microsoft, 2012)

The next generation of Microsoft Office will be based in the cloud. The as opposed to having the Office Suite installed on the computer that the user is working on, much of the software will be based on the web. Furthermore, storage functionality will also be web based. This allows for the office suite to integrate more collaboration into the product mix than was ever available previously. Furthermore, since users are technically "renting" the web based application, it offers many more options for pricing than having to purchase the full Office platform such as found in Office 2010 for example.

The most promoted commercial video for this product can be found on YouTube and features several individuals who share their opinions on what Office 365 means for them (Microsoft, 2012). The first individual is a mobile user and is shown accessing Office documents seamlessly from a phone. She edits a document and uploads it to the web-based storage feature. The second individual is some sort of I.T. manager and he speaks of how Office 365 simplifies his tasks. He says to the audience that he no longer has to maintain countless servers as he used to because the software hosts the server storage online.

Another user is portrayed as a business manager of a small team in a corporate setting. She relays a message that states how she has been freed by the software because she is no longer dependent on I.T. To the extent she was previously. Other individuals talk about video chat, instant messaging, online meetings, getting real time customer feedback, and scale software without adding additional hardware, among other promoted features. The commercial features one individual at a time stating their opinion of the software while the camera slowly panning around them and a soft violin-based music selection plays in the background. The target audience is undoubtedly the corporate or small business market segment.

The feedback around the new Office platform is largely positive (Bradley, 2011). The fact that the features in the online version of Office closely mimic those found in previous versions is well received among the target audience. Although the functionality of the cloud Office version is largely reduced because of the limitations inherent in this platform, most of the core features that users are familiar with are still in place. Furthermore, the cloud-based version still works with the full-featured versions of Office so that users can still have access to the more advanced features when needed or work when they are without internet access. Although the software is tailored to a specific target market, it is likely that the software suite will be a hit among these demographics.

Netflix

Figure 3 - Netflix on iPhone (Techno Heads, 2010)

Netflix continues to be an innovator in the way media content is delivered to consumers. The company began as a business that rented new release DVDs and delivered them by mail. This service had tremendous success and eventually put a lot of pressure on industry leaders such as Blockbuster (who eventually imitated the Netflix strategy). However, Netflix's new specialty is providing consumers with video on demand programming options. This service does not compete with its primary video-by-mail operation as it does not typically offer new releases. Rather the video on demand service specializes in TV shows, older movies, and children's programming. This programming can be seen on virtually any device with a web connection including computers, tablets, phones, and televisions of course. The new TVs have access to Netflix directly while older TVs can view the service through an intermediary device such as Xbox or specialty device.