As sales of Apple Computer Corp.'s iMac desktop computers remain on the upswing, newspaper inserts are an integral part of the advertising campaign for the colorful desktop with the New Age look.
The computers, which have a suggested retail price of $1,199, have been featured in national newspaper inserts of Sears Roebuck and Co., and Apple has spent more than $19.9 million on television advertising. By March 26, sales of iMacs had surpassed 1.15 million.
The devil is in the details, of course, and Apple keeps many details secret. So outside observers can only make calculated guesses.
Apple introduced the iMac last May, describing it as a low-price, all- in-one machine. Original iMacs arrived in a translucent blue cases and became among the best-selling personal computers. Later, iMacs in other colors were added, including grape and blueberry.
An Apple spokeswoman says its iMac ad campaign has been "one of the biggest" it has run. Determining a media mix was complicated, she says, because "iMac is targeted toward a variety of different markets" and buyers "don't necessarily need to be technologically savvy."
The calculation of $19.7 million in television advertising was made by the authoritative Competitive Media Research. …