Printer Friendly

APPLE USA'S HIGHER EDUCATION DIVISION LAUNCHES ADVERTISING CAMPAIGN ON MTV

 CUPERTINO, Calif., Aug. 3 /PRNewswire/ -- Rock singer Sting and the Dire Straits band popularized the song, "I Want my MTV" several years ago as the hue and cry for a new generation. Beginning today, Apple Computer Inc.'s (NASDAQ-NMS: AAPL) Higher Education Division thinks its new advertising campaign will have college students singing, "I Want my Macintosh."
 Apple USA's Higher Education Division today announced that it will launch an aggressive fall campaign on the MTV Network to reach 18- to 25-year-old college students at leading universities and community colleges across the country. The campaign, which runs through Sept. 12, is designed to establish Apple's Macintosh personal computer line as the easy-to-use, yet powerful brand of choice among current and college-bound students.
 According to Diane Brundage, director of marketing for Apple USA's Higher Education Division, the campaign represents a unique departure from Apple's previous high-impact advertising efforts on major television networks, which traditionally targeted more mainstream business and elementary education markets.
 "MTV's remarkable success in targeting the 18- to 25-year-old market has created a tremendous opportunity for Apple to reach the higher education marketplace with the Macintosh message," said Brundage. "We believe this campaign, which is the first of its kind for a computer company and Apple's first direct response television effort, will reinforce Apple's position as the brand leader among college students in a non-traditional and humorous way."
 The campaign includes five 30-second commercials -- two general awareness and three direct response. The fast-moving awareness spot presents a series of flashing titles depicting a myriad of complex questions and issues faced by college students, ending with "A lot of stuff in life is complicated -- at least your computer doesn't have to be. Macintosh - It's Easy, It's Powerful. What Else Is There?" In the direct response spot, a college-aged spokesman uses a variety of frenzied techniques to encourage students to call an 800 telephone number for Apple's special student pricing information.
 The MTV Network will air the commercials more than 400 times during the campaign on a number of popular MTV programs, such as "Alternative Nation," "MTV Jams," "Big Picture," and "Week in Rock."
 Headquartered in Cupertino, Apple Computer Inc. is a leading provider of advanced personal computer systems to education, business, government and the home, and a recognized innovator in the personal computer industry.
 NOTE: Apple, the Apple logo and Macintosh are registered trademarks of Apple Computer Inc.
 -0- 8/3/93
 /CONTACT: Bill Keegan of Apple Computer, 408-974-5460; or JoAnn Johnston of Regis McKenna, 415-354-4496, for Apple/
 (AAPL)


CO: Apple Computer Inc.; MTV ST: California IN: CPR ADV SU:

TM -- SJ003 -- 8666 08/03/93 07:33 EDT
COPYRIGHT 1993 PR Newswire Association LLC
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1993 Gale, Cengage Learning. All rights reserved.

Article Details
Printer friendly Cite/link Email Feedback
Publication:PR Newswire
Date:Aug 3, 1993
Words:438
Previous Article:LAWRENCE LIVERMORE NATIONAL LABORATORY: THIS WEEK AT THE LAB
Next Article:EXTENSIVE RIGHTS OBTAINED: IBM STUDIO DEVELOPING, DISTRIBUTING INNOVATIVE CD CONTENT: FROM BBC ARCHIVE MATERIAL TO STAR TREK TV SERIES
Topics:

Terms of use | Copyright © 2016 Farlex, Inc. | Feedback | For webmasters