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Business English Exercises
 

Apple advertising philosophy

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Home > Teaching Business English > Business English Lessons, Advanced Level # 203
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apple advertising philosophy question 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 ..........


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apple advertising philosophy question 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.


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apple advertising philosophy question 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.


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apple advertising philosophy question 4
Apple's strategy may have been mistaken, incomplete or a ......... of genius depending on your perspective.


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apple advertising philosophy question 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.


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apple advertising philosophy question 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.


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apple advertising philosophy question 7
Once it ......... though, it becomes impossible not to notice it in every subsequent ad.


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apple advertising philosophy question 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.


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apple advertising philosophy question 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.


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apple advertising philosophy question 10
While the technology has become commonplace today it was Apple who first ......... onto the wireless future, yet they never showed Airport operating wirelessly.


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Business English Practice Exercises Business English Tests — several topics are covered: office matters, job applications, computer English, money expressions, business law, operations management, retail marketing, e-commerce, accounting terms, contracts and agreements, commercial correspondence, etc.
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