For the television ad, to create that drive and desire to purchase the iPhone, popular channels with a wide audience are the best venue, with infrequent presentations of the ads. For maximum message without overloading viewers, the best frequency is between three and ten times. At that point, viewers are known to have received the message and now respond to it automatically. Showings beyond this begin to bore and irritate consumers. Therefore, the perfect balance of popular networks and infrequent showings will obtain the best results.
Following a stellar launch in the 1970’s, Apple Computer has led a very unstable existence. At its founding, Apple Computer single-handedly created the personal computer industry with its highly popular Apple II computer. However, Apple lost its market dominance in the early 1980’s following the entrance of corporate giant IBM to the market, and the company’s losses were compounded by a number of strategic errors, including pricing computers far above what the mass market could tolerate and refusing to allow clones of their computers, limiting the incentive to software companies to create the same volume of software for Apple computers that they were creating for IBM computers.
Apple’s troubles continued throughout the 1980’s and 1990’s, with continuously decreasing market share and three CEO firings between 1993 and 1997. With the return of founder Steve Jobs to the company’s helm in 1997, Apple’s fortunes began to change. Upon assuming his new position, Jobs eliminated unprofitable or unpromising products, such as the Newton PDA. He decided to refocus the company on a number of core products, and to launch products, such as the iMac, that would gain wide popularity in the mass market, reaching beyond Apple’s traditional core publishing and educational clients. The iMac proved wildly successful, turning around Apple’s fortunes, at least temporarily.
Despite Jobs’s early successes, industry analysts at the turn of the 21st century remained unconvinced of the company’s future success over the long term. Analysts had two basic fears about Apple.
Sometimes the article “ The ” is used as part of the name of a company or magazine or journal for emphasis, ., The Champ , or The Sports Network . For Internet sites, use the URL as a guide. If “ theyellowpages ” is used in the URL, treat “ The ” as part of the title, and list “ The Yellow Pages ” alphabetically under “ The “. If “ edge ” and not “ theedge ” is used in the URL, list the magazine title “ The Edge ” under “ Edge ” and treat “ The ” as an article and ignore it.