Apple is pitching the practical Newton
Article Abstract:
Apple embarks on a major advertising campaign for its Newton MessagePad personal digital assistant (PDA). Unlike the image-stressing 1984 introduction of the Macintosh, the Newton commercials depict the features and uses of the Newton, including its abilities to send facsimiles, receive pager messages and recognize handwriting. Apple is taking a practical approach in order to benefit the most from its headstart over Compaq, IBM and Motorola Inc in the PDA niche. Those companies are expected to introduce similar devices in the beginning of 1994. Some of the features Apple plans to praise in its ads are either in need of revising or are not yet available. Many high-technology device companies involved in multimedia find themselves confronting the sensitive task of preparing consumers for technology, while not promising them too much.
Publication Name: The Wall Street Journal Western Edition
Subject: Business, general
ISSN: 0193-2241
Year: 1993
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IBM expected to step up strategy on direct sales of PCs, via Grey
Article Abstract:
IBM is scheduled to announce plans for a new campaign to market its personal computers directly to the customer. The Grey Direct unit of Grey Advertising will handle the campaign, whose annual budget is expected to range from $15 million to $30 million. The campaign, slated to begin in May 1993, will include ads in computer magazines such as Computer Shopper and newspaper and radio ads in the top 15 markets. The contract gives Grey an opportunity to take away business from IBM's two incumbent agencies, Interpublic Group's Lintas and Wells Rich Greene BDDP. IBM has been advertising direct sales of PCs since Oct 1992, but the new campaign represents a great leap in volume. About one out of four PCs are sold through direct sales.
Publication Name: The Wall Street Journal Western Edition
Subject: Business, general
ISSN: 0193-2241
Year: 1993
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Apple to dish up saucy new campaign
Article Abstract:
Apple Computer Inc plans a $25 million three-month ad campaign in the US. The campaign, which was created by the Omnicom Group's BBDO agency, promotes the Macintosh microcomputer, emphasizing three low-priced models. Slated to start Oct 13, 1990, the marketing effort is Apple's most aggressive in recent years, and aims to dispel Apple's image as a manufacturer of microcomputers that work well only for desktop publishing. Ironically, it was the desktop publishing capabilities of its machines that Apple itself had espoused most strongly only a few years ago.
Publication Name: The Wall Street Journal Western Edition
Subject: Business, general
ISSN: 0193-2241
Year: 1990
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