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Mobile players offer a mix of messages in TV ads

Tom Kaneshige | May 3, 2013
Apple, Samsung and Microsoft take divergent paths to selling their smartphones via TV commercials. The winning approach: Focus on your own unique features, and resist potshots at the competition.

"Yes, Apple has stumbled in the marketplace and has lost a little of where the market is going, so that's probably why they went back to the basics in their ads and reinforce the bond that had been established," says Yamaguma, who admits a bias toward Apple products.

"The iPhone ad reminds us that we have the opportunity to marvel in the world around us."

 

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