福斯托其后表示:“我从未指示任何人抄袭三星的任何东西。
During Mr Schiller’s testimony on Friday, he described how Apple builds the hype around new products. Immediately after the first iPhone was launched in January 2007, Apple did not spend any money on advertising, instead trading on the excitement when Mr Jobs unveiled the device. Dedicated Apple employees are charged with “buzz marketing and securing product placement in TV shows and films, Mr Schiller said.
席勒在上周五出庭作证时,介绍了苹果如何围绕新产品构建起庞大的营销攻势。在2007年1月首款iPhone手机刚刚发布之时,苹果没有投入任何资金进行广告宣传,而是抓住乔布斯发布这款产品时引起的狂热大做文章。席勒称,全情投入的苹果员工们承担起了“蜂鸣营销的任务,并在电视节目以及电影中争取到了植入iPhone产品的机会。
Then closer to the June launch date, Apple began a TV, billboard and press ad campaign that taught people how to use the new device, he said. Total advertising spending for the iPhone has grown from $98m in 2010 to $226m in 2011.
他表示,其后,随着6月份首款iPhone正式发售期的临近,苹果启动了覆盖电视、广告牌以及平面媒体等多种渠道的广告宣传攻势,教给消费者如何使用这款新手机。用于iPhone宣传的广告总支出从2010年的9800万美元猛增至2011年的2.26亿美元。
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