Essay from the year 2009 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1.2, Central Queensland University, course: Media Relations in Arts Administration, language: English, abstract: Mobile phones are a product that are easy to sell as they are intrinsic to our modern lives, however at the same time it is increasingly difficult to sell one particular handset due to the complete and utter saturation of handsets already on the market. For any kind of handset to procure a foothold, let alone a decent market share, is an enormous challenge for any manufacturer. Apple's campaign to introduce the iPhone, which is a device that combines a mobile phone, iPod, email and internet browsing capabilities, may be the most successful marketing effort ever (Koeppel, 2007). The ongoing campaign to market the iPhone may be measured by theoretical marketing tools such as AIDA and Maslow's model of Human Motivation to observe and understand its varying successes. The real success however, lies in Apple's customer knowledge and manipulation of social media to allow others to do the work for them.
