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To: Tony Viola who wrote (142306)	8/28/2001 4:38:03 PM
From: Mary Cluney	Read Replies (2) \| Respond to of 186894

Fix It Again, Tony, Here's that ad article FIAT didn't have anything to do with: By Holly GoLightly Of THE CAR & DRIVER JOURNAL TURIN (Mrs Jones)Fix It Again Tony (FIAT) said it plans to launch an aggressive marketing campaign in the fourth quarter to highlight its lowest priced model's superior performance over BWM's 841i. The AutoClone Maker will expand and add to its existing programs with a worldwide campaign. FIAT said it is looking to distance itself from market leader BWM, whose clones boast higher speed but not always better performance. "HorsePower used to be a good indicator of performance," said a marketing manager at FIAT. "That's not true anymore." The new campaign, which will be in small towns with very narrow streets and other places where full sized clones can't go, will draw attention to the fact that the latest FIAT, in some benchmark tests over very narrow cobble stoned streets, runs faster and completes tasks more quickly than comparable BWM's. FIAT didn't say how much it would spend on the campaign.

To: Tony Viola who wrote (142306)	8/28/2001 6:20:24 PM
From: Noel	Read Replies (2) \| Respond to of 186894

Re: AMD's ad campaign Whenever a company tries to change the peformance metric very quickly, it send out a subliminal message to me that they will soon be a non-player. It takes years for a new performance metric to take hold and changing the message whenver your competitor is pummeling you is the final nail in the coffin. Look at what Apple's pathetic efforts to convince us that the G4 (or was it the G3) was two times better at half the frequency than the Pentium III equivalent did for Motorola! It may have helped stopped the defection of existing Mac owners to the PC camp temporarily. But I did not see any PC users running out to buy a Mac.