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Exercise 7. Apple advertising philosophy.
1. It was on September 30, 1997 that Steve Jobs revealed Apple's new marketing strategy, which would entail focusing on Apple's brand; Steve cited Nike commercials that left people with a feeling of physical excellence without ever showing the .......... a) Ad; b) shoe; c) swish; d) Tiger. 2. The problem with Steve's ......... is, of course, that Nike doesn't just advertise with television ads, Nike also sponsors athletes, tons of them. a) Anagram; b) analogue; c) analogy; d) anatomy. 3. Undoubtedly Apple would have pursued the sponsorship idea, but since people won't willingly watch other people use computers, they were unable to .........themselves of that option. a) Address; b) avail; c) disenchant; d) relieve. 4. Apple's strategy may have been mistaken, incomplete or a ......... of genius depending on your perspective. a) Blow; b) brand; c) stab; d) stroke. 5. In any event, Apple held the ......... for years: if you were to take any particular television ad produced between the date of Steve's speech and the most recent July you'll note that they share a common theme. a) Course; b) field; c) ground; d) plot. 6. What could a TV spot featuring Einstein, Gandhi, Picasso and a Richard Dreyfuss voiceover have in common with G4 towers surrounded by tanks? — rest assured the common theme is there, but it takes a moment to ......... the thing out. a) Badger; b) ferret; c) gopher; d) mole. 7. Once it ........ though, it becomes impossible not to notice it in every subsequent ad. a) Hits; b) plays; c) runs; d) spots. 8. The theme isn't one of some hidden message or even a ......... background but rather something that is omitted: specifically, you never see the Apple products actually working. a) Clear; b) cool; c) known; d) shared. 9. You'll be treated to spinning Macs, slovenly snails, or silhouettes dancing, but never an actual product doing what it was designed to do: the most ......... example of this is the spot introducing Airport. a) Immeasurable; b) incredulous; c) irremediable; d) unfathomable. 10. While the technology has become commonplace today it was Apple who first .........onto the wireless future, yet they never showed Airport operating wirelessly. à) Clutched; b) glommed; c) wangled; d) yanked.
Date: 2015-01-12; view: 943
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