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Technology Stocks : Intel Corporation (INTC)

INTC 48.26

-0.7%

Feb 5 3:59 PM EST

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To: Road Walker who wrote (40233)	11/13/1997 1:18:00 PM
From: Barry Grossman	Read Replies (1) of 186894

John - Re: "Apple TV ad? One of the best I've ever seen for any company" You criticize the Intel ad for catering to brand awareness and not to product benefits. The Apple ad you referred to is guilty of the same kind of thing. Do they discuss product benefits or do they point out the kinds of things you can do with an Apple? Nope. Instead they show us "people who've changed the world by being different." I guess the message is that if you buy one of their computers you will be doing something really different and that you too can change the world. But what about product features? Not in that ad. By the way, I am not criticizing these ads. I think they do the job they are intended to. Brand awareness is not an insignificant factor and the "pure" Intel ads help create it. The Compaq, Dell and Gateway ads, all with Intel Inside chimes to remind us of what is in their boxes, do deal with features. And prices too, I might add (Have you seen the Gateway ad showing what you can get for 2k?). Apple's ads will make Apple users feel important but I doubt that they'll sell a lot of boxes with them. Barry

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