Apple Planning Largest Ad Campaign for iMac

Apple Computer Inc. said Thursday that it is launching its largest-ever advertising campaign for its new iMac computer, spending more than $100 million through the end of 1998.

Television ads will start during prime time Sunday in 10 markets. The ads will focus on the consumer Macintosh’s easy Internet access, simple design and setup, and the speed of its G3 chip, which makes the iMac faster than comparably priced machines with Intel Corp. processors.

Most of the ads will feature images of the machine and its all-in-one design and translucent blue plastic case. The iMac has generated huge interest for Apple, and the company is counting on it to advance its turnaround and propel the company to its first annual profit since 1995.

Apple recently gained renewed attention with its multimillion-dollar “Think Different” marketing campaign, which it launched in September after co-founder Steve Jobs rejoined the company as interim chief executive and rehired Apple’s old ad agency, TBWA Chiat/Day, which is based in Los Angeles and New York.

Chiat/Day also created the acclaimed television commercial, “1984,” which Apple showed only once on television during the 1984 Super Bowl, to launch the first Macintosh.

Shares of Cupertino-based Apple fell 63 cents to close at $39.44 on Nasdaq. News of the ad campaign was released after the close of U.S. trading.

“We have a big message that we want to get out to a lot of people,” said Phil Schiller, Apple’s vice president of worldwide marketing. “It is definitely the largest campaign we have ever had, just as the pre-orders are the largest we have ever had.”

On Monday, Apple said that it has received orders for more than 150,000 units of the iMac, which goes on sale nationwide Saturday. Apple started accepting pre-orders Aug. 3.

Bradley Johnson, a columnist for Advertising Age, said that Apple spent about $85 million for the “1984” ad campaign.

“Apple spent $85 million to launch a revolution and they are spending $100 million to launch an evolution,” Johnson said. He also pointed out that Compaq Computer Corp., the world’s biggest PC maker, doubled its U.S. consumer advertising budget to about $50 million this year.

“This means that Apple appears to be on track to do the biggest, most concentrated consumer computer campaign in history,” Johnson said.

A 12-page insert in major consumer magazines, including People, Time, Sports Illustrated and Rolling Stone, will be distributed this week.