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.

а) Clutched; b) glommed; c) wangled; d) yanked.

Date: 2015-01-12; view: 951