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Apple

The advertising plan for the iVision will be media-heavy and emphasize creativity. The iVision represents a new definition of what a media center can be -- CPU monitor, Internet browser, and manager of all household electronics -- and this is what we want to reflect in the advertising campaign. The campaign will feature the signature Apple visuals of the white backdrop and the Apple logo, and will emphasize the product's features and its innovation. Because the iVision will be linked to the iMac or MacBook, the actors used in the commercials for those products will be involved in phase one of the marketing, to introduce the new product. From there, however, the advertising will take on its own distinctive feel, with a focus on bringing together multiple media forms into a single unit.

The advertising will use media traditional to Apple -- print and television. The bulk of the money will be spent on the television spots, with the spots being featured on programs that appeal to the core demographic. The print spots will be well-placed in both mainstream newspapers and magazines as well as computer-focused print media as well. The online component of the advertising will also be heavy, focused on Apple-themed blogs and a number of other outlets, including outlets that focus on viral campaigns such as YouTube.

The budget for the advertising plan will run into the tens of millions. As with any major new product launch from Apple, saturation advertising will be key to introducing the product to a wider audience. For a short while, iVision advertising will supersede advertising for all other Apple products in order that the message be delivered without dilution.

There are a number of opportunities for public relations with respect to the iVision. Apple product releases are well-covered in the mainstream media, so demonstrations in key cities for the media will allow for greater outreach, and hopefully more unpaid press coverage. In addition, PR can be carried out in the Apple stores as well. Demonstrations can show consumers how the iVision can interact with a number of devices. When consumers understand the value added element of the iVision, with respect to how it makes all other consumer electronics function better, the appeal of the iVision will be evident.