Achiever/Innovator II

The above advertisement for Blackberry is an example of an ad that is geared towards the achiever.  The achiever is thought to be part of the group that is goal-oriented and has a deep commitment to their career. Achievers also favor established and prestige products that demonstrate achievement to their peer.  In the case of the Blackberry, when people see you with one, they typically all assume you are committed to your work, otherwise why be notified consistently?  People also assume that when carrying a Blackberry you must be "important" enough to always have to know what is going on.  Lastly, most consumers in the marketplace realize that Blackberry is marketed to the professional world.  Blackberry's make our careers versatile and allow excess time to enjoy other aspects of life.

 

I chose the iPad as my advertisement geared towards the innovator.  The innovator is described as consumers who are more receptive to new ideas and technologies.  Innovators are very active consumers, and their purchases reflect cultivated tastes for upscale, niche products and services. The reason the iPad is a perfect example of the innovator is because it is new technology, normally a loyal user to the apple products, appreciated organization, and instant access to all needs.  One other detail that describes the innovator is a person who like to have their own identity.  The iPad is a great example of our lesson early on in the semester - Apple creates a group through its brand, but allows the consumer to create the identity of the product itself.  I believe this ideology to be important to the innovator as we are ones who consistently seek out new ideas and challenges.