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Emotional selling : how Apple united families through an AirPods advertisement / Brandon Miller.
- Format:
- Book
- Author/Creator:
- Miller, Brandon, author.
- Series:
- SAGE business cases.
- SAGE business cases
- Language:
- English
- Subjects (All):
- Families in advertising--Case studies.
- Families in advertising.
- Physical Description:
- 1 online resource.
- Place of Publication:
- London : SAGE Publications: SAGE Business Cases Originals, 2026.
- Summary:
- This case explores the strategy of emotional selling, specifically geared toward Apple AirPods 2 and its hearing aid function. In 2024, Apple developed a nearly two-minute advertisement to promote the hearing aid function of the AirPods Pro 2, centering the ad around a father's ability to hear his daughter. The ad begins with muffled flashbacks of the daughter growing up and making memories, then transitions to the same memories being portrayed with perfect clarity, implying that the AirPods Pro 2 assists the father's hearing. Appropriately titled "Heartstrings," the ad provokes an emotional response, associating the product with familial love. Through this case, students will be asked to examine emotional selling and identify how Apple applied this approach to reach a larger target audience.
- Notes:
- Description based on XML content.
- ISBN:
- 1-0719-3595-X
- 9781071935958
- OCLC:
- 1569208797
- Publisher Number:
- T298341
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