School of Communication and Digital Content
Master of Arts in Communication (MA)
Primary Subject Area
Business Administration, General; Business Administration, Marketing; Mass Communications; Sociology, General
Advertising and Promotion Management | Business | Communication | Critical and Cultural Studies | Marketing | Public Relations and Advertising | Sales and Merchandising | Sociology | Technology and Innovation
Baldwin, Elizabeth, "The Phenomenon Behind the Bite: Altercasting as it Applies to Apple Technology" (2013). Masters Theses. 266.
This paper investigates how the brand Apple markets their product so that consumers feel obligated to buy their product. By looking at five main categories of brand loyalty, environmentally friendly practices, being up-to-date with technology, pricing with value and customer service, this paper will rhetorically analyze how successful of a job it does. To get an inside look at what the public thought on the the way that Apple fulfilled their altercasting this paper analyzed what people said about Apple verses competing technology brands. By drawing overall conclusions, recording trends and making observations about the way that people had been altercasted this paper will give insight to the reader about how to effectively brand their product, how to implement altercasting to a consumer and to gain understanding on the how Apple has fulfilled altercasting.
Advertising and Promotion Management Commons, Critical and Cultural Studies Commons, Marketing Commons, Public Relations and Advertising Commons, Sales and Merchandising Commons, Sociology Commons, Technology and Innovation Commons