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Technology Stocks : Advanced Micro Devices - Moderated (AMD)
AMD 214.990.0%Dec 26 9:30 AM EST
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To: Joey Smith who wrote (88229)9/17/2002 11:58:55 AM
From: 5dave22Read Replies (1) of 275872
 
<<One generally accepted theory of advertising is that you have to spend a certain, significant amount to have any impact (a threshhold). Of course, there is also a saturation point as well. Therefore, you have an "s" curve. I'm not sure the $25M over the next 1.5 years will have any impact at all (considering who/what they are going up against). The $25M is probably money wasted at this point.>>

I think the number was $28M and it's probably an annual budget. That's not chump change, but they will not be able to target the home consumer very effectively. They'll need a large part of that to target the IT group. They're also looking to hit the CXO target as evidenced by the WSJ pages. They did this a couple years ago with extremely expensive spreads in Forbes/Fortune, etc.

They need to get the 'general public' aware of Hammer, and people talking about it in order for it to catch quickly. IT guys still think they'll never get fired for buying Intel. They'll be more likely to adapt a different processor solution if it's from a company that's PERCEIVED as being credible. Otherwise, why not just wait until Intel has 64 bit.

All just MHO (obviously), but my job is about perception, changing it, and moving product. Most people in advertising have a basic understanding of how to do so. It's usually the clients who get in our way (their own way). Microsoft doesn't get in the way of McCann very much, they know who the advertising guys are. Let's hope AMD lets McCann do the same.

Dave
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