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The article reports on the launch of an advertising campaign by Apple Computer for its back-to-school products in the United States citing its marketing and business strategies for the fourth quarter of 2000. Apple has announced the launch of its new product lineup at Macworld Expo in New York City. It has also introduced advertisements for a computer mouse and iMac computer.

The article reports that Apple Computer Inc. has decided to open its advertising account for review. Apple's account is worth $80-90 million and was handled by BBDO Worldwide Inc. BBDO resigned following Apple's announcement that the account is up for review. Among the criteria set by Apple for the agency selection are high creative standards, no conflicts, at least $150 million in billings and ability to judge product and brand ads.

The article comments on Apple Computer Inc.'s new advertising campaign to be released on January 7, 1997. The campaign is part of a plan to remake global advertising and revive the sales. Global advertising agency BBDO sought input from global offices in developing the campaign. Apple chairman Gil Amelio will unveil the campaign at the Macworld trade show in San Francisco, California, where he will detail the company's long-term growth plans.

The article reports on Comdex/Fall, the computer industry's trade show in Las Vegas, Nevada. The estimated number of people who attended the computer show is 170, 000. Apple Computer Inc. president-chief executive officer Michael Spindler gave a keynote address. In addition, Microsoft Corp. chairman Bill Gates offered a new product demonstration about the future versions of Windows software. Meanwhile, WordPerfect Corp. unveiled a new consumer brand, WordPerfect Main Street and Motorola promoted its PowerPC chip at Comdex.

Focuses on the competition among personal computer (PC) makers targeting the home and home office markets in the United States. Risks of doing business in the home market; Amount spent by IBM to advertise its PC; Features of the 1000 RL PC from Tandy; Details of Apple Computer's advertising campaign targeted at the business and education markets.

Focuses on Apple Computer Inc. director of small business markets Bruce Mowery's role in the company's decision to recapture the small-business market through lower-cost computers. Background on Apple's history in the small-business category; Highlights of Mowery's career in advertising; Views on IBM's home computer products.

This article presents an interview with Ron Johnson, CEO of Apple, regarding his plans for Apple retail. Johnson discussed the growth projections and saturation point of the company. He also enumerated the locations of Apple stores outside urban U.S. He emphasized the significance of iPod to Apple stores.

This article explains that analysts and industry insiders are puzzled about Apple Computer's plan to open 25 computer stores in the U.S. in 2001 amid slow demand and an economic downturn. The strategy is costly and may alienate Apple's existing retail partners.

The article discusses the impact of an economic downturn on advertising spending by technology companies. For some companies, advertising spending is one of the first to cut back when sales is down. Apple Computer has reported a decrease in marketing and advertising spending as its sales declined by 57 percent. Hewlett-Packard Co. spent only $1.1 billion for advertising in 2000 compared to $1.3 billion in 1999.

The article discusses the advertising agency review being conducted by Apple Computer Inc. in July 1997. Incumbent BBDO Worldwide Inc. has sent formal notification to the computer company of its decision not to renew its contract which expires in September. The list of prospective shops include, Arnold Communications Inc., Dailey & Associates and DDB Needham Worldwide.

That article reports that Apple Computer will help Paramount Pictures Corp. promote the film "Mission: Impossible" with a $15 million marketing plan promoting a World Wide Web site and an Internet adventure. Apple has BBDO Worldwide creating a Mission-theme TV spot that borrows Paramount's tagline for the movie. The web site, which promotes Apple's Internet connection kit, will ask users to undertake a series of dangerous missions.

The article reports that Apple Computer has announced that it would run an ad produced by Fallon McElligott of Minneapolis, Minnesota, during the Academy Awards. This leaves incumbent BBDO Worldwide's future with Apple in question. Satjiv Chahil, Apple senior VP-corporate marketing, has indicated the possibility of a change in agency even though there have been no decisions and no review.

The article focuses on management problems at U.S.-based Apple Computer Inc. The litany of management miscues at Apple has been analyzed to death. Bad decisions, arrogance, missed merger opportunities, poor demand forecasting and so on. Late last month Apple froze most research spending while managers wrestled with restructuring and new strategies. The company's share price stumbled further.

The article reports that on U.S.-based Apple Computer Inc. chief executive officer Gil Amelio is likely to delegate marketing responsibilities and force focus and discipline into Apple marketing.

This article reports that Cupertino, California-based Apple Computer Inc. last year sold a record number of computers, turned around profits and executed a near flawless shift of Macintosh to the new PowerPC chip. It has a prized brand, great advertising and an easy-to-use computer with a fanatical following. And the future of Apple, the world's second-largest PC marketer, is in doubt. Apple's market share fell in last year's booming market, even while its profits rebounded to $310 million. Apple's share of the global PC market fell last year-to 8.5% from 9.4%, according to Dataquest, partly because the company didn't fully anticipate the industry boom and couldn't meet demand.

This article presents a historical perspective of television advertising and television in the 1980s in the U.S. Ted Turner's cable television network Cable News Network was born in 1980, lining up television's two major sponsors, Procter & Gamble Co. and General Foods Corp. During the third quarter of the Super Bowl in 1984, Apple Computer Inc. introduced the Macintosh computer with a 60-second Orwellian epic commercial called "1984," created by Chiat/Day. The spot, which cost $400,000 to produce and $500,000 to broadcast in its single national paid airing, launches a new computer technology, turns the Super Bowl into a major advertising event and begins an era of advertising as news.

The article reports on the decision of personal computer manufacturer, Apple Computer, to increase the company's advertising spending. The firm also affirmed its relationship with its advertising agency, BBDO Worldwide. Apple spent $55 million on measured advertising during 1992 and increased its outlays about 14 per cent in the first half of 1993. The company is adjusting to a new chief executive officer, cutting costs to cope with diminishing profit margins and preparing for a shift to the PowerPC computer chip.

The article offers news briefs relevant to the computer industry in the United States. Apple Computer Inc. will unveil its En Passant interactive CD-ROM home shopping pilot program. Moonachie, New Jersey-based Steritek Inc. is creating Physicians Fax Network, an interactive service designed to speed communications between doctors, healthcare marketers and government agencies, in partnership with the American Medical Association and Sprint Corp.

This article focuses on the marketing challenges faced by Apple Computer in 1993. The company's venerable Macintosh computer faces an identity crisis. The success of Microsoft's Windows means the Macintosh no longer holds the franchise for ease of use. In addition, problems from a confusing product line to past mistakes in marketing its operating system software have made Apple, once an industry innovator. These conditions have created a huge challenge for Apple's marketing department. To pull Apple out of its doldrums, analysts say the marketer must recognize and promote its proprietary software and shore up the loyalty of its users. In addition, Apple must successfully introduce machines built with the PowerPC, a fast, lower-priced chip that will drive the next generation of Macintosh.

This article reports on the plan of Apple Computer Inc. to reduce the number of major Macintosh personal computer sub-brands to decrease buyer confusion in the U.S. as of October 1993. In doing so, Apple Computer is moving in the opposite direction from rivals, like IBM Personal Computer Co. and Compaq Computer Corp., that have been segmenting the market with new brands. Brodie Keast, the company's director of product marketing for desktop and portable computers, would not divulge details of the plans, but besides paring sub-brands, the computer marketer is expected to reduce the number of Macintosh models. Finally, Apple Computer reportedly will focus each sub-brand, and associated advertising, on specific target customers or types of store while continuing general Macintosh image advertising via BBDO Worldwide in Los Angeles, California.

This article reports on the recovery of personal computing companies IBM, Apple and Compaq, which will be highlighted a the Comdex trade show in Las Vegas, Nevada on November 16, 1992. The companies have introduced low-price machines, moved into mass merchandisers and on the offensive in advertising. The top three firms kept their image for quality intact when they were selling good but overpriced computers. Apple was the first to react to slumping sales two years ago by changing management, cutting jobs and decreasing prices on Macintosh computers. Then, U.S. market share increased to 11.55% in 1992. On the other hand, IBM created the IBM Personal Computer Co. in September as a separate division and expanded its PS/1 entry-level personal computers.

Deals with the opportunities posed by the alliance between IBM Corp. and Apple Computer in 1991 to develop products and share technology for advertising and marketing agencies. Terms of the alliance; Benefits from the alliance; Implication of the alliance for advertising agency assignments.

Provides information on several marketers of home computers in the U.S. Computer products of Apple Computer; Budget allocated by IBM for the advertising of its products; Theme of the advertising campaign of Tandy Corp. for its Tandy 1000 RL computer; Advertising strategy of Commodore Business Machines.