search query: @author Koch, J. / total: 5
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| Author: | Koch, J. |
| Title: | Apple's ads target intellect ! Apple Computer, Inc. |
| Journal: | Personnel Journal
1990 : MAR, VOL. 69:3, p. 107-114 |
| Index terms: | RECRUITMENT ADVERTISING STRATEGY CHANGE PERSONNEL MANAGEMENT |
| Language: | eng |
| Abstract: | Apple Computer developed a recruitment advertising strategy that builds on the company's overall corporate image and works in tandem with its product advertising. Apple's corporate goals are examined. Three levels of Apple's recruitment strategy are identified. Arguments are presented that consistency - attainable by incorporating similar elements into every advertisement, especially a high-profile trademark and slogan - is a powerful recruitment tool. A lot of advertising practices used by Apple during the last decade are described and analyzed. Several case examples are presented. It is shown that advertising is a powerful catalyst for change. Some new features of Apple's recruitment advertising style are highlighted. |
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