Introduction
The Apple II “Every Educator” Ad was published in 1979, out of Cupertino, CA. The “Every Educator Ad” was to appeal to the learners as an education tool in the classroom that would help the mind of the students expand by helping with drills, problem- solving, and games. On the other hand, it would appeal to teachers by assisting with testing, counseling, and saving classroom data. Apple II offered a connection through a color television turning the television set into the computer, the ad was trying to introduce the idea of the product to the classroom environment (Ilulian, 2012). The company provided a free copy of Apple’s material curriculum kit that would give teachers the necessary information to make better informed decision. Apple’s goal was to improve the education of students, make workloads for teachers easier, and sell their products to schools through the curriculum. While the significance of computer in learning and classwork was not well-diffused in the society, the introduction of Apple II was the beginning of a new era in education technology.
The Apple II computer, originally published in 1978, Cupertino, CA, was an improvement of Apple I. like its predecessor; it contained the same processor and ran at the same speed. Its specification was; CPU: MOS 6502, 1.0 MHz and RAM: 4K min, 48K maximum. In an era where computer technology was not fully embraced in the classroom, Apple Computer Inc. was trying to diffuse the technology into teachers and students. This came with promises of a new technology that would assist them to make their workload smaller and easier through the computer simplification that came with Apple II (Ilulian, 2012). To the students, it promised assistance in solving problems and fun through game while to the teachers it would reduce their workload in data analysis among others. However, despite having similar features like Apple I, it had other specifications absent in its predecessor. Among its new features was a color display, the case with a keyboard and eight internal expansion slots. Additionally, it had a built in basic language programming thus making it the first user-friendly computer.
Since the company aimed at increasing sales in a market, it ensured that there would be adequate and appropriate marketing strategies. The strategies would not only popularize their product, but also convince the customers that Apple II was what they required. The ad was therefore made more appealing to educators and other possible customers. The ad was unique compared to earlier ads in that it showed a reddish and tan background, a color television displaying a picture of a chart at the back and the Apple logo in front of it (Ilulian, 2012). Moreover, in the ad are dark bold and fine prints describing what the educators and their students can use the computer for as well as contacts for more inquiries.
The ad says that one can learn more about the apple computer by requesting the Apple Material Curriculum Kit. This is a strategy in advertising that would keep the consumer with a high desire to know what is so unique about the computer. The company offered free brochures to its customers so that it can increase the client base with the information of its existence hoping to increase sales. The kit made the reader aware of how simple it would be to use a computer in performing various tasks. This was achieved by the company by trying to demonstrate that one did not require being a science genius to use a computer. The kit would, therefore, contain a usage manual that would make the computer use an easy task that would be appealing to clients.
The company also wished to pass a message to potential customers that its product was the fashionable trend in the education sector with educational practitioners adversely embracing the technology in all level of education (Ilulian, 2012). This was not true by far. However, it was a strategy aimed at making those not aware feel alienated and wish to accommodate the technological changes in the system. As witnessed later, the ad had a significant mark in the education field with many people singing the company’s song and purchasing the Apple II computer.
Despite elaborating on the uniqueness of the computer such as the dazzling colors and graphics and showing its great features that can be applied in education, the company did not openly tell the customers that they would need to plug the Apple II using a modulator. This may seem incorrect, but the company included the information in the footnotes for keen customers. This is an advertising strategy that is meant to hide the weakness or disadvantage of the product. It is also has been employed by tobacco companies to hide the effects of its use (Ilulian, 2012). The Apple Company successfully used the strategy to draw customers to its product that promised to give a new and exceptional display on their TVs.
Apple II provided opportunities for growth and evolvement in the classrooms. By providing a free copy of Apple’s material curriculum kit, it would give teachers the necessary information make better informed decision on the products being offered by Apple. Apple’s goal was to improve the education of students, make workloads for teachers easier, and sell their products to schools through the curriculum they create. The idea was to sell all the capabilities the teachers could provide for themselves and their students in the classroom with Apple II. By far, this objective has been achieved over the years with the embracement of technology in education system.
References
Ilulian (2012). How Apple's Marketing Revolution Began - 80 Vintage Ads. Retrieved January 31, 2014, from http://neatdesigns.net/how-apples-marketing-revolution-began-80-vintage-ads/
