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To: Katherine Derbyshire who wrote (9879)	6/5/2001 2:00:18 AM
From: Lafayette	Respond to of 10921

Katherine, Brian, Anyone: Do you have any word on how the assimilation of SVGI by ASML is going? Before the takeover was completed, SVGI had announced a 10% reduction in its work force. Has that happened?

To: Katherine Derbyshire who wrote (9879)	6/5/2001 9:34:31 PM
From: Q.	Respond to of 10921

re. <<This campaign is, IMO, aimed at investors.>> Maybe. But I'd suggest it has another purpose. Big corporations who do not sell to the retail public nevertheless advertise to a mass audience. They do it for the sole purpose of building their corporate images. It's a longstanding, if wasteful, practice. The typical message is this: we're big, we're good, and you should know our name (so that our executives will feel like bigshots). This kind of advertising doesn't help sales, earnings or cashflow, and therefore over the long haul it doesn't help shareholders. Probably that's why you don't see ads to promote the corporate image of Berkshire Hathaway.

To: Katherine Derbyshire who wrote (9879)	6/5/2001 11:18:20 PM
From: Mark Marcellus	Respond to of 10921

This campaign is, IMO, aimed at investors I haven't seen the ad, but if it was on during golf time, it was quite likely aimed at the executive set, especially CEO's. That's the golf demographic (and that's why you see a lot of corporate advertising there, e.g. the big accounting firms). Advertising aimed at raising awareness in the executive suite is often a wise strategy for tech companies. It won't make the sale, but it decreases the chance of the sale being vetoed when it goes there for approval. Whether AMAT really needs to worry about executive relations the way, say, Siebel or Juniper would have to is open for question, but I can't imagine these ads cost a lot of money. All in all, I'd assume they know what they're doing here.