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Technology Stocks : Adaptec (ADPT) -- Ignore unavailable to you. Want to Upgrade?

To: General Crude who wrote (3858)	10/18/1998 1:20:00 PM
From: Jim Switz	Read Replies (2) \| Respond to of 5944

In which radio markets are the ads supposed to be heard? ADPT ran radio ads a couple of years ago (at least in the Bay Area, where I heard them when visiting) and even TV ads on CNBC as recently as a year or two ago. So such things are not unprecedented. If anyone's actually heard recent ads, please let us know. I'm not convinced that mass-market ads can benefit Adaptec, except for brand-awareness campaigns. Like the brilliant "Intel Inside" promotions, begun when competitors began to eat at Intel's share, an "Adaptec Inside" promotion might work. But it would probably take a brilliant PR team to pull it off; I/O is even more esoteric than microprocessors, and the target audience even more narrow. Were it up to me, I'd structure a brand-awareness campaign focused on MIS management and technicians. Use the FUD factor to convince people that they won't lose their jobs for specifying Adaptec I/O in their servers and workstations. Sound familiar? It worked for IBM for years.

To: General Crude who wrote (3858)	10/18/1998 1:22:00 PM
From: Starowl	Read Replies (1) \| Respond to of 5944

Well, I would hope so. Earlier this year, I sent a note to former CEO Saviers suggesting Adaptec buy time on National Public Radio, as other good companies have done. I thought it was a good idea. I didn't expect to get a response. And didn't. I VERY much doubt it had any influence on anyone. Nonetheless, at the January conference call, Saviers announced a new emphasis on marketing, which gave me an opening for the suggestion. I, too, would be interested in knowing about radio advertising. Starowl