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Technology Stocks : Apple Inc.

AAPL 276.07

-1.0%

11:27 AM EST

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To: Richard Wang who wrote (5216)	9/30/1997 5:15:00 PM
From: X-Ray Man	of 213176

I don't think this was supposed to be a killer ad. If I am guessing correctly, this first ad is a teaser, very low key, showing images of past great people who "would" have been users of the machine. Plant that image, and plant the phrase. I suspect the future ads will be moving toward "case studies" of people today doing great things by "thinking differently" with their Apple computer, that is, take advantage of the Apple Meister group they have been growing on the web site. At least, that is what I would do. Sort of the intellectual and artistic equivalent of a Nike ad with sportsman endorsements. I don't think it was coincidence that Jobs specifically mentioned companies like Nike when talking about maintaining Apple's brand recognition.

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