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Technology Stocks : Apple Inc.

AAPL 278.79

-0.7%

Dec 5 9:30 AM EST

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To: Scott Crumley who wrote (9360)	3/12/1998 9:20:00 PM
From: Eric Yang	of 213173

"I was wondering if you or Eric have taken Apple's advertising budget into consideration. I've seen one analyst state that he believes it to be around 80 million bucks." Hi all.. Just got off the plane an hour ago. I'm now in Taipei. I was a bit worried when the LCD display on the plane showed that DJ drop 40+ points earlier today. Just noticed AAPL is at 27...cool! As for the ad cost of Think Different campaign... as I understand it, the huge reduction in Apple co-op fund was suppose to help pay for the campaign. I'm not sure if Apple has been able to keep the spending within that budget or not. I tend to think that much of the ad budget was already set aside way back in Nov or Dec 97. In Jan Jobs mentioned the Ali ad in Feb...which were apparently replaced by the "snail ad" so I don't think the were any surprises in terms of ad spending. The estimate of $80 million on "Think Different" campaign by some analyst shouldn't be taken so literally.Here is the quote from Reuters.. "Some industry analysts have estimated that Apple is spending about $80 million on its ''Think Different'' ad campaign." Is the $80 million figure what Apple will spend this year on the campaign? Is it what Apple has spent this quarter on the campaign? Is it what Apple has spent since the start of campaign in Nov? What? Some industry analysts can be pretty vague... Eric

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