READ THE MINI CASE STUDY ON APPLE AND ANSWER QUESTION 1. APPLE Apple Computer's highly successful Get a Mac ad campaign-also known as Mac

APPLE Apple Computer's highly successful "Get a Mac" ad campaignalso known as "Mac vs. PC"featured two actors bantering about the merits of their respective brands: one is hip looking (Apple), the other nerdy looking (PC). The campaign quickly went global. Apple, recognizing its potential, dubbed the ads for Spain, France, Germany, and Italy; however, it chose to reshoot and rescript for the United Kingdom and Japan-two important markets with unique advertising and comedy cultures. The UK ads followed a similar formula but used two well-known actors in character and tweaked the jokes to reflect British humour. The Japanese ads avoided direct comparisons and were subtler in tone. Played by comedians from a local troupe called the Rahmens, the two characters were more similar in nature but represented work (PC) versus home (Mac). Creative but effective in any language, the ads helped provide a stark contrast between the two brands, making the Apple brand more relevant and appealing to a whole new group of consumers. Source: Keller, K. (2013). Strategic brand management: Building, measuring \& managing brand equity. Prentice Hall. QUESTION 1 Which global marketing communication strategies did APPLE apply to venture into the global markets and why did they pursue this strategy? (25 Marks)

READ THE MINI CASE STUDY ON "APPLE" AND ANSWER QUESTION 1. APPLE Apple Computer's highly successful "Get a Mac" ad campaign-also known as "Mac vs. PC- featured two actors bantering about the merits of their respective brands: one is hip looking (Apple), the other nerdy looking (PC). The campaign quickly went global. Apple, recognizing its potential, dubbed the ads for Spain, France, Germany, and Italy; however, it chose to reshoot and rescript for the United Kingdom and Japan-two important markets with unique advertising and comedy cultures. The UK ads followed a similar formula but used two well-known actors in character and tweaked the jokes to reflect British humour. The Japanese ads avoided direct comparisons and were subtler in tone. Played by comedians from a local troupe called the Rahmens, the two characters were more similar in nature but represented work (PC) versus home (Mac). Creative but effective in any language, the ads helped provide a stark contrast between the two brands, making the Apple brand more relevant and appealing to a whole new group of consumers. Source: Keller, K. (2013). Strategic brand management: Building, measuring & managing brand equity. Prentice Hall. QUESTION 1 Which global marketing communication strategies did APPLE apply to venture into the global markets and why did they pursue this strategy? | (25 Marks)