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To: soup who wrote (13708)5/17/1998 8:29:00 PM
From: Travis  Respond to of 213182
 
We paid for this year's advertising (and maybe even next year's) before this year by accrueing the costs in advance.

Thus, the Seinfeld ads, and the whole "Think Different" campaign, probably won't hurt our Q3 or Q4 earnings.

Rodg-nice post but you are forgetting that if we paid for current advertising last year, then we are paying for next year's (or future years) advertising NOW. Don't get too comfy thinking aapl isn't spending on advertising now..... :)

-travis


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