Media used in the Campaign

An advertising campaign or IMC (integrated marketing communication) is made up of several messages which centre on a single theme. Some approaches that are used to develop a selling idea include;

• Unique Selling Proposition
• Create Brand Image
• Find Inherent Drama   or
• Positioning

(Belch, 2012)

As well as the extremely popular commercial that was aired worldwide and received much publicity since it was first aired in September, Samsung have also published a variety of print advertisements that have been sighted in magazines, newspapers, billboards, buses, and street furniture.

The following are some of the print advertisements that were brought to attention in the lead up to the unveiling of the iPhone 5:

The advertisements share the same central theme which is the selling point: the Galaxy S3 and the features that it includes. Many of the advertisements also draw comparisons to the iPhone 5 to draw potential iPhone buyers towards making a Galaxy SIII purchase instead.


BIBLIOGRAPHY

Belch, G, Belch, M, Kerr, G, Powell, I. 2012. Advertising; An Integrated Marketing Communication Perspective. McGraw-Hill Australia, North Ryde, NSW.

Samsung USA, September 2012. The Next Big Thing, is Already Here- Samsung Galaxy S3

<http://www.youtube.com/watch?v=nf5-Prx19ZM>