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Technology Stocks : Apple Inc.

AAPL 273.40

-0.1%

Dec 26 9:30 AM EST

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To: RX4PROFIT who wrote (18394)	9/23/1998 1:26:00 PM
From: Marc Newman	Read Replies (1) of 213177

You guys are right. The $100 million in advertising is not above and beyond the norm. Rather, it just includes a small increase, especially since a larger pct. of Apple's annual ad budget must come during the last six months of the year as opposed to the first six months. Also note that it doesn't necessarily look like we've seen $50 million in ads this quarter. Besides the first week of tv ads, I've only seen them on Monday Night Football. It is possible that Apple saw it had a big hit and decided to cut back on the push until Christmas. Of course, it's also possible that with all the other promotions, print ads, billboards, etc. that advertising spending is on track. So look for a reasonable increase this quarter and next. I'm surprised we didn't hit $38 today. Marc

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