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Technology Stocks : Intel Corporation (INTC) -- Ignore unavailable to you. Want to Upgrade?

To: Road Walker who wrote (40233)	11/13/1997 11:34:00 AM
From: Larry Loeb	Read Replies (1) \| Respond to of 186894

John (off topic), Have you had the opportunity to see the latest Apple TV ad? One of the best I've ever seen for any company. Thought you might enjoy the best parody of one of the best commercials you ever saw for any company: fas.harvard.edu Try it (requires quicktime) :-) Larry

To: Road Walker who wrote (40233)	11/13/1997 11:57:00 AM
From: Joey Smith	Read Replies (2) \| Respond to of 186894

John, the current Intel ads have one major objective: to increase market awareness of the Intel PII chip (to say the PII chip has arrived!), and to do so in a entertaining, humurous manner. The words 'intel' and 'PII' are spoken or written in the commercial several times, so you can't help but notice this is the Intel PII commercial after a few witnessings. Then, when you walk into the computer store, wham!, those same bunny-men. Intel wants to make the brands 'Intel' and 'PII' ubiquitous with the AVERAGE consumer (who may or may not be computer literate) and I think this is an effective means. To us, it may seem ridiculous or silly to watch these commercials, since we know that PII is the fastest, most effective chip. At the begiining of the year, when Intel was pushing MMX, they had these same bunny-men commercials and they also had the Seinfeld guy showing the benefits of videconferencing (also in a humourous manner). Apparently, Intel must have done their marketing surveys/research and found the bunny-men commercials to be very effective or else they wouldn't have continued this theme for PII! I also read somewhere that these commercials were seen as very successful. You can't argue with results. As for Apple commercials, I do agree its very inspiring (plus, i'm a big lennon fan). But, do you think the average consumer knew it was an Apple commercial after the first few listens (since the apple logo appears only at the end of the commercial)? Would it cause people to rush to the store to buy a Mac? Agreed, it takes a more low-key, intellectual approach, but is it more effective in increasing brand awareness and selling more computers? I don't have the answers, just posing some questions. joey

To: Road Walker who wrote (40233)	11/13/1997 1:18:00 PM
From: Barry Grossman	Read Replies (1) \| Respond to 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