APPLE WATCH PLANS BOOK

YOUVE MADE IT AD CAMPAIGN

Michael Coste
5/25/16

PRODUCT SITUATION ANALYSIS

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The Company

Apple is a multinational corporation that sells technological products such as

computers, phones, tablets and music-playing devices. The company, founded in 1976 by

Steve Jobs, Steve Wozniak and Ronald Wayne, has grown to sell millions of its products

each year, such as the iPad, iPhone and iPod (TIME, n.d.). According to Business Insider

(Blodget, 2013), Apples mission statement expresses that the company creates Macs,

the best personal computers in the world as well as iLife, iWork and other personal

software. The companys statement also claims the iPod and iTunes help Apple lead the

digital music revolution (Blodget, 2013). The mission reflects the companys apparent

goals, which are to lead the technological industry with innovative products. This

innovation is exemplified by the companys creation of iTunes, which changed the

industry entirely with its user-friendly software and its wide variety of songs. Within a

year of iTunes existence, the store sold more than 50 million songs (TIME). Apple is

known for these innovative, easy-to-use products that are typically released yearly. There

is usually a large amount of excitement before Apple releases a product; for example,

when the company released the first iPhone in 2007, crowds of people waited outside

stores and reviewers praised the phones features (TIME). The company then added a

new product to the gadget family in 2015, the Apple Watch.

The Product

Product Description

This product, like most Apple products, is interconnected to the Apple device

family. This relates to one of the features of the device; the Apple Watch can sync to a

users iPhone and he/she can receive notifications through the watch (Apple, n.d.). For

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example, according to the Apple website (Apple, n.d.), users can read text messages,

receive calls, check their synced calendars and receive emails on the watch. The watch

also allows users to directly connect with other Apple Watches through a unique

sketching feature that allows users to communicate through drawing (Apple, n.d.). Along

with the devices primary time-telling capability, it features the unique ability to access

helpful apps such as Maps, Wallet, banking apps and travel apps (Apple, n.d.). Another

unique feature is the Watchs health and fitness capability. According to Apples website

(Apple, n.d.), the Apple Watch can track ones exercise, ones amount of time standing

and ones amount of time moving. In addition, the device can act as a timer, as a step-

counter and as a calorie-burning tracker. In short, the primary feature of the device is its

wide-variety of capabilities and its convenience (Apple, n.d.). Lastly, as seen on the

Apple website, the watch has customizable wristbands and watch colors and it varies in

price from $500-1,000.

In comparison with the Apple Watch, the Samsung Gear, for example, boasts

similar features in addition to a cheaper price and a longer battery life (Low, 2015). The

Samsung Gears price ranges from around $300-500. Although competitors products

features similar text, email, phone and map features, reviewers such as CNETs Aloysius

Low favor the Apple Watch because of its better features, and the customization options

of the device (Low, 2015).

Product Sales

According to Felix Richter (2016), Apple sold more than 11 million watches in

2015, which was higher than Garmin and Samsung. However, the same statistics show

that the FitBit beat Apple by selling more than 21 million devices during the same year

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(Richter, 2016). A Statista graph (Statista, n.d.) displays the Apple Watch market share as

61.3% in comparison with Androids 15.2%. However, Statista (n.d.)predicts that the

Apple Watch market share will fall to 45.2% in 2019 and Androids market share will

grow to 38.8% (Statista, n.d.). Despite the projected loss in market share, the Apple

Watch sells well and will likely remain a dominant force in the wrist wear industry based

upon the Statista graphs.

The Market

Current Customers

The Apple Watch is positioned in the middle-market sector. Although the Apple

Watch is relatively expensive in comparison with the Samsung Gear, it is cheap in

comparison with watchmakers like Burberry or Michael Kors. The companies have

different business focuses as Apple creates innovative technological products, while

Burberry and Michael Kors design luxurious products that are fashion-forward. These

differences relate to the Apple Watch customer base. This devices customers range in age

from 20-45 years old. This is a wide age range, but it reflects this groups familiarity with

and understanding of newer technology. Along with the age range, the customer base is

made up of Apple product users and future Apple product users because of the watchs

compatibility with other Apple devices. Apple Watch customers are likely tech-savvy

people who prefer to have the latest innovations; where as high-end watch-wearers use

their watch as a statement piece and as a luxurious accessory. According to CNET

(CNET, 2015), customers like the convenience of the product as well as the wide variety

of features the watch offers. Sales of the product are steady, but it is apparent that

customers enjoy being the first ones with the newest Apple innovation.

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Product SWOT Analysis

Strengths

The internal factors that strengthen the success of this product include the

reputation of the company itself. Apple is known for creating innovative products that are

easy to use and that are reliable. Because of this, it is likely that the public already has a

positive perception of the product based upon its positive perception of the company.

Another strength this product has is the amount of features it boasts. This product, like all

other Apple products, has many complex features built into the small device that set it

apart from other products on the market. In addition, Apple is a large enough company

that it can meet any product demand and in turn, grow as much as possible.

Weaknesses

There are weaknesses this product faces that stem from negative associations

some consumers have with Apples products, such as short battery lives and expensive

product prices. This may negatively impact the sale of watches, especially since price is

one of the largest sale factors.

Opportunities

External factors that benefit the sale of this product include todays culture, which

revolves around technology. That being said, consumers prefer to have the most recent

innovations, and because Apple rests at the top of the technology hierarchy in the publics

eyes, consumers naturally desire the newest Apple innovation. In addition, the Apple

Watchs many abilities allow for the company to sell the product by different selling

points. This means that people will be drawn to the phone by different features.

Threats

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 Although this product has opportunities, it faces threats because of changing

trends. For example, if a well-known company releases a product that competes with the

Apple Watch, based upon popular culture, consumers may buy that product because of

the newness associated with it. There may be a product released with better features that

would threaten the success of the Apple Watch. In addition, there is a negative stigma

some consumers have with Apple products. For example, some computer users avoid

Apple computers because of their dedication to PC computers. Because of their

avoidance of Apple computers, they are less likely to buy an Apple Watch, which must be

synced to an iPhone in order to experience the full features it boasts.

TARGET MARKET ANALYSIS

Primary Demand

The wearables market is a large and steadily growing market that is predicted to

have sold 322 million units total by 2017 (Statista, 2016). This growth is exemplified by

the increase in wearables sales from 12 million units in the fourth quarter of 2014 to 27

million units in the fourth quarter of 2015 (Statista, 2016). According to Statista (2016),

the term wearables refers to smartwatches, body-worn cameras, fitness trackers and

Bluetooth devices.

Selective Demand

There are various wearables companies that share the market, but Fitbit and Apple

are the market leaders. In 2015, Fitbit sold 21 million units worldwide and accounted for

30 percent of the wearables market share (Statista, 2016). According to Statista (2016),

the wearables markets other leader, Apple, accounted for 15 percent of the market share

by selling 11.6 million units in the first three quarters. More specifically, in the realm of

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smart wristwatches, Apples WatchOS accounted for about 60 percent of the market share

worldwide in 2015 (Statista, 2016). This leads to the conclusion that Apple is a prominent

leader in the market and its brand is well known and in demand.

The Target Audience

Demographics

The wearables market is less specific than one target demographic; it is very

diverse. According to Nielsen (2014), men and women are likely to buy the product

equally, which means the target audience will be made up of men and women, and the

campaign will focus on both sexes. The market research company NPD Group (2015)

says the highest number of wearables users are between the ages of 18 and 54, so the

campaign will target this age range. Another demographic that relates to this campaign is

income because it determines whether or not people can afford the product. According to

NPD Group (2015), peoples wealth does not play a role because there is no pattern in

buying trends based on income. Oddly enough, people with low incomes and with very

high incomes buy the most wearables in comparison with those people in between. This

campaign will target wealthier people because it is affordable for this audience, and it

will ideally become an aspirational product.

Psychographics

Because of the technology and luxury associated with smartwatches like the

Apple Watch, the target audience for this campaign will likely value style, health, and

social status. The Apple Watch appeals to each of these aspects because of its sleek,

customizable design, and its ability to track fitness. FitBit dominates this sector, but this

fitness aspect is a growing feature in Apples products (Statista, 2016). This is a growing

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feature in all wearables because of the group of publics that values their health and

wellbeing. Social status can be associated with the Apple Watch because of the products

high price, and because of Apples cool reputation due to its sleek, innovative products.

The importance of the products looks appeals to the members of the public that value

style. Since the price range is expensive ($299-$1,000), wearing a watch can provide a

sense of social worth. This sense of social worth can stem from wearers being envied by

those around them, or from being one of the first individuals with the innovative product.

With regard to the VALS framework, the target audience for this campaign is primarily

motivated to buy wearables for achievement purposes (Arens, Schaefer, Weigold, 2015). I

base this assumption that people will buy these tangible items as markers of success on of

the survey I conducted about wearables. I found that the majority of the target market

buys wristwatches for fashion and time telling rather than for communications (text, call,

email, social media).

Behaviors

Many members of the target audience tend to exercise on a regular basis. The

Apple Watchs featured fitness system allows people to track their health in various ways.

The watches capabilities relate to the part of the target audience who has an exercise

routine. The target audience likely leads a fast-paced lifestyle, which is why this group

will wear a watch that helps them manage the various aspects of their lives. For example,

the watch can manage events, answer calls and receive emails, which is useful for those

that are on-the-move.

Benefits Sought

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 The benefits the target audience seeks relate to their behaviors; they will seek the

convenience of managing the various aspects of their lives on one device thanks, in part,

to the versatility of wearables. Also, the Apple Watch benefits ones sense of self-worth,

which is shown by the results of my survey. Although respondents use watches for time-

telling purposes, many respondents say they use watches for fashion purposes. This

shows that people view wearables as a fashion accessory that adds worth to ones esteem.

Geographic Locations

The area of focus for the campaign is very broad, as people around the country

already buy wearables and they are aware of the product. However, one factor that can be

included in this subject is income. This product could be advertised in low income parts

of the country, however, this group of publics would not be able to afford the product.

Therefore, the product will be advertised to those of high income.

Why this target market?

I chose this target market because it is fairly broad, which will make for a

challenging, yet interesting advertising campaign. Demographically, I will target people

between the ages of 18 and 54 of all incomes and genders (more specifically, high income

people). This audience is active and are attracted to the idea of social status, which is

something a watch can provide people with. Because this audience values their image,

the Apple Watch will appeal to their desire for status and provide them with a sense of

worth. The activeness of this audience will be beneficial as well because one of the

selling points of the Apple Watch is its fitness capabilities and life-management ability.

By focusing on the value and convenience a wearable can provide, the advertising

campaign can be successful because these aspects resonate with this audience.

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Useful Segmentation Methods

I found psychographic segmentation to be most useful because of how values and

lifestyle can reflect buying habits. Demographically, the target audience is considered

high income, which is why I focused my research on psychographics. This is because this

segmentation says more about the audience itself, such as its behaviors and attitudes. The

values of exercise and social status will play a role in the campaign, as I attempt to find a

way to target the more affluent part of the audience since low income people currently

make up the majority of the wearables market.

ADVERTISING OBJECTIVES

Oddly enough, the majority of wearables users is considered low-income, in

comparison to the number of users considered high-income (NPD, 2015). Because of this

data, the advertising campaign will be focused on creating a high-income demand for

wearables by targeting an affluent audience. Accomplishing this task will not be simple,

so Ive created a list of objectives that will break down the steps to accomplish this goal.

The wristwatch industry is worth more than $7 billion (LaMagna, 2013), with

products ranging from smartwatches, to high-end Rolex wristwatches. Because the

market is so large, the first objective is to inform 25 million people about the Apple

Watch. This objective will likely take place before the other four objectives since this

simply reflects the message itself. This message will be shared through various channels

of communication and it will include all necessary information about the product. In

order for this objective to be accomplished, the message must be clear and it must be

spread strategically through various channels of communication.

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 The second objective is to get 20 million people to understand the versatility of

the watch, and also to understand that there are luxurious versions of the watch. In this

case, versatility is relatable to the Apple Watch because of its various features like

texting, calling, access to social media and more. These features are available in all

versions of the product; however, the watch is customizable and can be made as a sporty

watch (low-end) or a luxurious watch (high-end). In order to accomplish the first two

objectives, the audience must be aware and understand the concept of the Apple Watch

before they will be convinced, take action and then purchase the product. To accomplish

this, the advertisements must be clear, and they must fully explain the specs of the

product.

The third objective is to convince this group of 17.5 million people that the Apple

Watch is a high-end, versatile wristwatch. This is important because smartwatches are

typically viewed as valuable and somewhat luxurious (especially when the upgraded

version is purchased), however, brands like Rolex dominate the market and are known as

luxurious brands. Although this message isnt intended to compare the Apple Watch to a

high-end brand like Rolex, the objective is to convince audience members to view the

Apple Watch as a high-end brand. In order to accomplish this, the advertisements must

showcase the products versatility and luxuriousness.

The fourth objective that is slated to occur between the first and second objective

is to stimulate desire within the group of 15 million people to buy an Apple Watch.

Ultimately, this desire is what will motivate people to buy the product. In order to

accomplish this, the advertisements must make the product desirable.

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 The final and most important objective is to motivate 12.5 million people to take

action and buy a high-end version of the Apple Watch. Better yet, another part of the

objective is for those buyers to then spread the word about the product to friends and

family post-purchase. This will ideally help the message reach a larger audience, as well

as it will make the message more personal. In order to effectively accomplish this task, all

other objectives must be met.

CREATIVE BRIEF

Client

The client/product is the Apple Watch.

Problem

Apple is viewed as an innovative technological company. The Apple Watch has

sold successfully worldwide, but it has sold primarily to those of low to middle-income.

High-end wristwatch wearers dont view the Apple Watch as a luxurious, high-end watch

such as brands like Rolex.

Advertising Objectives

Within one year, communicate to 25 million people all necessary

information about the Apple Watch.

Get these 20 million people to understand the versatility of the Apple

Watch, and also to understand the luxurious, high-end versions of the

wristwatch.
Convince these 17.5 million people that the Apple Watch is a high-end,

versatile wristwatch.
Stimulate desire within the group of 15 million people to buy an Apple

Watch.
Motivate 12.5 million people to take action, and to buy an Apple Watch.

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Target Market

The target market will be made up of affluent men and women (>100K annual

HHI) between the ages of 18 and 54. The shared demographic characteristics the

audience will share include their value of style, health and status. This means they tend to

be fashion-forward, while also maintaining a healthy lifestyle by exercising frequently. In

addition, the audience tends to value expensive, exclusive things; these things give the

audience value, and ideally the aspirational Apple Watch will too. This would be because

of Apples reputation for sleek, innovative product line. As stated in the target market

report, the audience will likely live a fast-paced, eventful lifestyle.

Brand Character

Shared Needs

The Apple Watch meets the target audiences shared need of reinforcement of

self-esteem and of self-worth because of the value of the product. The public ideally

views the Apple Watch as an aspirational and exclusive item, which will build the buyers

self-esteem. It would build the audiences self-worth as well because the newness and

sleekness of the product will make them feel superior. In addition, the Apple Watch will

meet the audiences desire for convenience and simplicity because of its easy-to-use

premium features.

Product Experience

The product experience should be defined as a convenient, luxurious experience

that will become a necessity for users. This is because users will find it simple, yet

advanced. It has many convenient features that will help people manage busy lives,

however, the features will be easy to navigate and simple. These features include most

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phone capabilities (call, text, email), a health and fitness tracker, and a calendar

application. These applications ease busy lives, while giving users a sense of luxury.

Product Personality

The personality of the product could be described as helpful, exclusive and

stylish, because the audience should view the product as an attractive companion or

someone they cant live without.

Advertisements With Regard to Product Personality

The advertisements, like the products personality, should have an exclusive feel.

They must reflect the high-end image of the Apple Watch, and they should incorporate

features of the product to reflect the products helpfulness/versatility.

Benefits

General

The benefits of the product include convenient communication and a greater sense

of self worth. The communication convenience stems from the products many features,

as it allows users to connect via text, social media, and phone. All of which, should be

displayed in the ads. The greater sense of self-worth stems from the value and exclusivity

associated with the watch. This could be demonstrated in the advertisement by shots of

actors using various features throughout an advertisement. This idea may see basic, but it

will apply the social learning theory. This is the idea that people process and learn from

observation.

Awards

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 These features and the design of the phone were awarded gold in the 2015 iF

Design awards (Whitney, 2015), and they also helped the watch win Best of the Best

by the German Red Dot awards (Broussard, 2015).

Important Suggestion

The advertisements should have an exclusive tone, and they should revolve

around an idea that the watch is a sign of achievement.

CREATIVE CONCEPT

Storyboard

https://www.storyboardthat.com/storyboards/michaelacoste/mscm-349-ad-concept

Explanation

This :30 second spot advertisement will begin with shots of a famous musician

named Drake accepting an important award on a large, elegant stage while Drakes song

Views plays in the background. This song will play throughout the commercial and it

will be the only audible sound. There will also be shots of the large crowd cheering for

Drake during this scene. After he accepts the award, the audience will see Drake exit the

stage and go towards his dressing room backstage.

The next scene will begin with a shot of Drake walking down a backstage hallway

towards his dressing room. As he walks, he will begin to ponder. Drakes nonverbal

expressions will make this pondering clear. As he continues down the hall, it will fade

into the next scene.

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 This next scene takes place in inner city Toronto, where Drake is from. It will

include shots of Drake as a young boy playing with his friends in the street. This scene

exemplifies where Drake is from, and how far his journey has taken him.

The advertisement will then transition back to the shot of Drake walking down the

backstage hallway. His nonverbal facial expressions will show his appreciation for his

journey, and his remembrance of his childhood because of the smile on his face during

this scene.

The next scene will take place in a luxurious downtown penthouse. There will be

a shot of Drake and his friends celebrating with champagne and cigars. Another shot

during this scene will show Drake looking at his brand new Apple Watch and then

smiling because he realizes hes made it. Next, the view will change to the nights sky

outside the penthouse and the words, The Apple Watch. Youve made it will appear on

the screen. The scene will fade to black and the advertisement will end.

The idea is that the Apple Watch will be a mark of success and accomplishment.

Ideally, this advertisement will express the main point through the images of Drakes

accomplishments, the images of his journey, and the images of Drake celebrating his

success with the purchase of a new Apple Watch. Although this ad concept features

Drake, other artists could be featured in different scenarios if the campaign was

successful enough.

MEDIA PLAN

Media Objectives

Audience Objectives

To reach 20 million people via specific media channels.

To reach 50 million people via word-of-mouth.

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 o Create societal idea of Apple Watchs prominence and exclusiveness.
To reach audiences in every U.S. state between the ages of 18-54, who have an

annual Household Income (HHI) of $100,000 and higher.

To aim at upper class people who value style, exclusiveness, and technology.

Message Distribution Objectives

Desired Message Weight: To deliver 300 million advertising impressions in order

to create and instill societal idea.

Desired Reach: 20 million people, and ideally create a nationwide conversation.
Desired Geographic Reach: people in urban and suburban areas in every U.S.

state.
Timing of the Campaign: To begin the campaign next September and end the

following year in November.

To attain an average frequency of 16.5 between the four mediums described

below.

Media Strategy

Classes of Media

Two forms of media will be used for this campaign; the cable TV medium and the

magazine medium. The TV video advertisement will be aired on two network channels.

The ad will be aired during specific shows in order to reach the desired audience.

Although there are likely audience members who do not classify as high-income,

reaching them is still beneficial in order to create the societal idea of the Apple Watchs

style and exclusiveness mentioned above. This TV video advertisement will be used in

this campaigns creative concept. Although mentioned briefly above, the societal idea

will play a large part in the campaign. This idea will be relative to those that can afford

the product because they will notice the products style and ideally buy the product. They

will hopefully feel that they are part of an exclusive club. This idea will work the

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opposite way for those parts of the public that cannot afford the product. These publics

will understand that they cannot afford it, and therefore, they will view the Apple Watch

as an aspirational product. This will instill the societal idea that the Apple Watch is

exclusive and elegant, and it will be spread to audiences via both cable TV channels.

Although some publics may not have the desire or money for the product, they will

become aware of it and ideally accept the proposed societal idea. The exclusiveness and

style of the watch will be displayed in both the print and video advertisements.

The print advertisement will be a photo placed in two different magazines that

will reflect the advertisements placed on TV, and they will reiterate the societal idea. The

societal idea will play the same role in the the print advertisement will be a still shot

taken from the video advertisement in order to connect the two mediums.

Cable television will be a good medium for this product because has a large reach

and the possibility for a high frequency as well. In addition, the cable medium as well as

the print medium are almost guaranteed to reach a large audience. Furthermore, both

mediums have more accurate measurement abilities than other mediums because access

to reach information is easier.

Media Vehicles

TV

The video format advertisement will be aired as a :30 second commercial that will

air on the CBS Network and the ABC Network. Both networks air shows of various

genres and of diverse audience compositions, which will helpful for the media strategy.

This is because there will be a wide range of audiences to pick from, as well as the

opportunity to reach diverse publics through the mediums.

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Magazine

The print format will be a full-page advertisement published in GQ Magazine.

This magazine is directed towards a high-income and a middle-income audience as well

because of its high fashion and elegant content. According to Conde Nast (n.d), the mass

media company that owns the magazine, GQs medium HHI is more than $70,000, and

33% of this audiences HHI is +$100,000. The advertisement will also be placed in

Vanity Fair magazine, which is made by the same publisher and reaches a similar

audience. According to Conde Nast (n.d.), the magazines audience has a medium HHI of

about $76,000 and a total audience of almost 7 million people. In addition, the

magazines audience is made up of 21.5% male readers and 78.5% female readers.

Positioning

The video advertisement will be aired as a spot commercial during two shows that

attract high-income audiences on two different channels (CBS and ABC). More

specifically, it will be aired during the show, The Big Bang Theory (CBS) and the

show, Scandal (ABC). Although the networks have differences, they both have

something very important in common. Both shows, according to Yahoo TV (2015), were

ranked in the top five in the List of Top 20 Shows in High-Income Households. Because

of the networks variety of shows, which attract both middle and high-income audiences,

the two shows will be fitting for the exclusive, high-class product advertisements. In

addition, the diversity of the network (based on the diversity of the shows audience) will

expose the advertisement to a various publics.

The print media will be a full-page, full-color advertisement published in GQ

magazine and Vanity Fair magazine. According to the publishers website, 33% of GQ

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magazines audience makes more than $100,000 annually (Conde Nast, n.d.). In addition,

the median age of the audience is about 36, while 72% of readership is men, while the

other 28% is women (Conde Nast, n.d.). Because the majority of the magazines readers

are men, the same advertisement will appear in Vanity Fair Magazine. According to the

Conde Nast website (n.d.), 78.5% of the audience is female, while 21.5% of readership is

male. By using two magazines, we can ensure both audiences get the message. The full-

page, full-color advertisement will be placed on the second cover. This is because it will

be one of the first advertisements viewed, and ideally, even audience members that skim

through the magazine will see the advertisement early on in the process of reading.

Schedule of Insertions

TV

The Big Bang Theory airs on the CBS Network on Thursday nights at 8 p.m.

pacific standard time (CBS, n.d.). This humorous television show airs weekly for a half-

hour, and each season has 24 episodes (CBS, n.d.). Because of the number of episodes

per season, the show lasts about 8 months. This means that there will be 28 total

insertions. Scandal airs on the ABC Network on Thursday nights at 9 p.m. pacific

standard time (ABCGo, n.d.). This drama television airs weekly for an hour, and seasons

typically have about 22 episodes (ABCGo, n.d.). This means that there will be 26 total

insertions. Similar to Scandal, this shows season lasts about 8 months.

The list below shows the schedule of insertions for The Big Bang Theory

during the 2016-2017 Apple Watch advertising campaign. It is based on the previous

seasons schedule (CBS, n.d.).

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 1. Thursday, Sep. 22nd first ad: first :30 seconds of first commercial break; second

ad: first :30 of last commercial break.

2. Thursday, Sep. 29th first ad: first :30 seconds of first commercial break; second

ad: first :30 of last commercial break.

3. Thursday, Oct. 6th first ad: first :30 seconds of first commercial break.
4. Thursday, Oct. 13th first ad: first :30 seconds of first commercial break.
5. Thursday, Oct. 20th first ad: first :30 seconds of first commercial break.
6. Thursday, Oct. 27th first ad: first :30 seconds of first commercial break.
7. Thursday, Nov. 3rd first ad: first :30 seconds of first commercial break.
8. Thursday, Nov. 10th first ad: first :30 seconds of first commercial break.
9. Thursday, Nov. 17th first ad: first :30 seconds of first commercial break.
10. Thursday, Dec. 1st first ad: first :30 seconds of first commercial break.
11. Thursday, Dec. 8th first ad: first :30 seconds of first commercial break.
12. Thursday, Dec. 15th first ad: first :30 seconds of first commercial break.
13. Thursday, Dec. 22nd first ad: first :30 seconds of first commercial break.
14. Thursday, Dec. 29th first ad: first :30 seconds of first commercial break.
15. Thursday, Jan. 5th first ad: first :30 seconds of first commercial break.
16. Thursday, Jan. 12th first ad: first :30 seconds of first commercial break.
17. Thursday, Jan. 19th first ad: first :30 seconds of first commercial break.
18. Thursday, Jan. 26th first ad: first :30 seconds of first commercial break.
19. Thursday, Feb. 2nd first ad: first :30 seconds of first commercial break.
20. Thursday, Feb. 9th first ad: first :30 seconds of first commercial break.
21. Thursday, Feb. 16th first ad: first :30 seconds of first commercial break.
22. Thursday, Feb. 23rd first ad: first :30 seconds of first commercial break.
23. Thursday, Mar. 2nd first ad: first :30 seconds of first commercial break; second

ad: first :30 seconds of last commercial break.

24. Thursday, Mar. 9th first ad: first :30 seconds of first commercial break; second

ad: last :30 seconds of last commercial break.

The list below shows the schedule of insertions for Scandal during the 2016-

2017 Apple Watch advertising campaign. The schedules dates are based on the previous

seasons schedule (ABCGo, n.d.).

1. Thursday, Sep. 29th first ad: first :30 seconds of first commercial break; second

ad: first :30 of last commercial break.

2. Thursday, Oct. 6th first ad: first :30 seconds of first commercial break; second

ad: first :30 of last commercial break.

3. Thursday, Oct. 13th first ad: first :30 seconds of first commercial break.

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 4. Thursday, Oct. 20th first ad: first :30 seconds of first commercial break.
5. Thursday, Oct. 27th first ad: first :30 seconds of first commercial break.
6. Thursday, Nov. 3rd first ad: first :30 seconds of first commercial break.
7. Thursday, Nov. 10th first ad: first :30 seconds of first commercial break.
8. Thursday, Nov. 17th first ad: first :30 seconds of first commercial break.
9. Thursday, Dec. 1st first ad: first :30 seconds of first commercial break.
10. Thursday, Dec. 8th first ad: first :30 seconds of first commercial break.
11. Thursday, Dec. 15th first ad: first :30 seconds of first commercial break.
12. Thursday, Dec. 22nd first ad: first :30 seconds of first commercial break.
13. Thursday, Dec. 29th first ad: first :30 seconds of first commercial break.
14. Thursday, Jan. 5th first ad: first :30 seconds of first commercial break.
15. Thursday, Jan. 12th first ad: first :30 seconds of first commercial break.
16. Thursday, Jan. 19th first ad: first :30 seconds of first commercial break.
17. Thursday, Jan. 26th first ad: first :30 seconds of first commercial break.
18. Thursday, Feb. 2nd first ad: first :30 seconds of first commercial break.
19. Thursday, Feb. 9th first ad: first :30 seconds of first commercial break.
20. Thursday, Feb. 16th first ad: first :30 seconds of first commercial break.
21. Thursday, Feb. 23rd first ad: first :30 seconds of first commercial break; second

ad: first :30 seconds of last commercial break.

22. Thursday, Mar. 2nd first ad: first :30 seconds of first commercial break; second

ad: last :30 seconds of last commercial break.

The schedules of insertions follow a pattern throughout the seasons of The Big

Bang Theory and Scandal. The first and last two episodes of the seasons will air the

video advertisement twice; during the first :30 seconds of the first and last commercial

breaks. This is because the advertisement will be the indicator that it is time for the

commercial break. Because it is the indicator, people are more likely to see the ad. I

planned to place them at the beginning and end of the shows because those are some of

the most important parts of the shows; how they start and how they end. However, during

the finale episodes, the second commercial will be played the last :30 seconds of the

commercial breaks because viewers will likely be attentive during this part of the

episodes in order to see how the seasons will end. It will also be the last commercial they

view, which will ideally leave them with a lasting impression. Other than the first and last

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two episodes of the seasons, the shows will follow a one-advertisement-per-episode

structure. This will ensure that audience members do not get over-exposed to the

advertisement.

Magazine

According to the Conde Nast (n.d.) website, GQ is released once a month,

therefore, there will be six total insertions in this specific magazine during the campaign.

There will be six scheduled insertions in the Vanity Fair magazine, which essentially

translates to once every two months since the magazine is released once a month. The

advertisement will be placed in 6 issues of each magazine in order to gain the audiences

familiarity with the product, to increase the number of impressions during the campaign,

and to create a societal idea about the Apple Watch.

The list below shows the schedule of insertions for the print advertisement in GQ

magazine during the 2016-2017 Apple Watch advertising campaign. The schedules dates

are based on the publishers schedule on its website (Conde Nast, n.d.).

1. Thursday, Dec. 12th, 2016 full-page, full-color advertisement on third cover.

2. Thursday, Feb. 23rd, 2017 full-page, full-color advertisement on third cover.
3. Thursday, Apr. 27th, 2017 full-page, full-color advertisement on third cover.
4. Thursday, June 30th, 2017 full-page, full-color advertisement on third cover.
5. Thursday, Aug. 25th, 2017 full-page, full-color advertisement on third cover.
6. Thursday, Oct. 27th, 2017 full-page, full-color advertisement on third cover.

The list below shows the scheduled of insertions for the print advertisement in

Vanity Fair magazine during the 2016-2017 Apple Watch advertising campaign. The

schedules dates are based on the publishers schedule on its website (Conde Nast, n.d.).

1. Wednesday, Jan. 3rd full-page, full-color advertisement on third cover.

2. Wednesday, Mar. 7th full-page, full-color advertisement on third cover.
3. Wednesday, May 2nd full-page, full-color advertisement on third cover.
4. Wednesday, June 6th full-page, full-color advertisement on third cover.
5. Wednesday, Sep. 5th full-page, full-color advertisement on third cover.

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 6. Wednesday, Nov. 7th full-page, full-color advertisement on third cover.

Budget

Media Ad Cost per # of Total cost Audience CPM

Vehicle Size/Len Insertion Insertions for Size
gth schedule
The Big :30 sec $266,163 28 $7,452,564 12,870,000 $20.68
Bang spot (X 28)
Theory 360,360,000
:30 sec $207,255 26 $5,388,630 6,110,000 $33.92
Scandal spot (X 26)
158,860,000
GQ Full- $201,641 6 $1,209,846 953,320 $211.58
Magazine page, (X 6)
full-color 5,719,920
Vanity Full- $247, 060 6 $1,482,360 1,197,922 $206.40
Fair page, (X 6)
Magazine full-color 7,187,532
Totals 66 $15,533,400 532,127,452

*GQ and Vanity Fair figures obtained from Conde Nasts website (Conde Nast, n.d.).

**Scandal cost-per-insertion figures obtained from Variety (Steinberg, 2015). Scandal

audience size obtained from TV by the Numbers (Porter, 2016).

***The Big Bang Theory cost-per-insertion figures obtained from Variety (Steinberg,

2015). The Big Bang Theory audience size figures obtained from TV by the Numbers

(Porter, 2016).

Although the total cost of this advertising campaign seems high, in 2013 Apples

advertising budget reached $1 billion (Sherman, 2013).

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REFERENCES

ABCGo. (n.d.). ABCGo.com. Retrieved from http://abc.go.com/shows/scandal/episode-

guide

Alter, Ethan. (2015, October 14). The big bang theory tops list of top 20 shows in high-

income households. Yahoo TV. Retrieved from https://www.yahoo.com/tv/highest-

income-rated-shows-173517750.html

Apple, Inc. (2016). Retrieved from http://tinyurl.com/l4sd9he

Arens, W. F., Schaefer D. H., & Weigold, M. F. (2015). Advertising. McGraw-Hill

Education: New York.

Blodget, Henry. (2013, Aug. 3). Apples mission statement is making people worry that

the company has gone to hell. Business Insider. Retrieved from

http://tinyurl.com/m3ffg3u

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Broussard, Mitchell. (2015). Apple Watch wins Red Dot Best of the best design award.

MacRumors. Retrieved from http://www.macrumors.com/2015/04/03/apple-

watch-red-dot-design-award/

CBS. (n.d.). CBS.com. Retrieved from

http://www.cbs.com/shows/big_bang_theory/season/8/episodes/

Conde Nast. (n.d.). GQ media kit. Conde Nast Website. Retrieved from

http://www.condenast.com/brands/gq/media-kit/print

Conde Nast. (n.d.). Vanity fair media kit. Conde Nast Website. Retrieved from

http://www.condenast.com/brands/vanity-fair/media-kit/print

LaMagna, M. (2013). The wristwatchs time isnt up. MarketWatch. Retrieved from

http://www.marketwatch.com/story/the-watchs-time-isnt-up-2013-07-01

Low, Aloysius. (2015, Nov. 15). Apple watch vs. Samsung gear 2: A smartwatch skeptic

chooses. CNET. Retrieved from http://tinyurl.com/nlpcl6d

Neilson. (2014). Tech-styles: Are consumers really interested in wearing tech on their

sleeves? Retrieved from http://www.nielsen.com/us/en/insights/news/2014/tech-

styles-are-consumers-really-interested-in-wearing-tech-on-their-sleeves.html

NPD Group. (2015). The demographic divide: Fitness trackers and smartwatches

attracting very different segments of the market, according to the NPD group.

Retrieved from https://www.npd.com/wps/portal/npd/us/news/press-

releases/2015/the-demographic-divide-fitness-trackers-and-smartwatches-

attracting-very-different-segments-of-the-market-according-to-the-npd-group/

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Porter, Rick. (2016, May 6). TV ratings thursday: big bang theory goes low, bones

ticks up. TV by the Numbers. Retrieved from

http://tvbythenumbers.zap2it.com/2016/05/06/tv-ratings-thursday-may-5-2016/

Richter, Felix. (2016). The global wearables market in 2015. Retrieved from

http://tinyurl.com/hzvbkcx

Sherman, Erik. (2013, January 7). Apples ad budget hits $1 billion. CBS Money Watch.

Retrieved from http://www.cbsnews.com/news/apples-ad-budget-hits-1-billion/

Statista. (2016). Market share of smart wristwear shipments worldwide by operating

system from 2015 to 2019. Retrieved from http://tinyurl.com/gs7o9fa

Statista. (2016). Wearables unit shipments worldwide by vendor from 1Q14 to 4Q15 (in

millions). Retrieved from http://www.statista.com/statistics/435933/quarterly-

wearables-shipments-worldwide-by-vendor/ (further access denied unless paid

for)

Steinberg, Brian. (2015, September 29). TV ad prices: football, empire, walking

dead, big bang theory top the list. Variety. Retrieved from

http://variety.com/2015/tv/news/tv-advertising-prices-football-empire-walking-

dead-big-bang-theory-1201603800/

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http://tinyurl.com/gq6uocr

Whitney, Lance. (2015). Apple Watch already wins prestigious design award. CNET.

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design-award/

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