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From: lupin3@ucscb.UCSC.EDU.UUCP
Newsgroups: comp.sys.atari.st
Subject: Re: Atari's Marketing Approach
Message-ID: <8712041314.AA28165@ucscb.UCSC.EDU>
Date: Fri, 4-Dec-87 08:14:08 EST
Article-I.D.: ucscb.8712041314.AA28165
Posted: Fri Dec  4 08:14:08 1987
Date-Received: Tue, 8-Dec-87 02:03:11 EST
References: <1316@saturn.ucsc.edu>
Sender: usenet@ucbvax.BERKELEY.EDU
Organization: University of California, Santa Cruz; CATS
Lines: 61
Keywords: you people obviously don't watch enough TV!

In article <1316@saturn.ucsc.edu> koreth@ssyx.ucsc.edu (Steven Grimm) writes:
>In article <5202@zen.berkeley.edu> c9c-eh@dorothy.Berkeley.EDU.UUCP (Warner Young (WHY)) writes:
>>	                               The problem is not just lack of
>>	advertising, it's also that the advertising should be aimed
>>	correctly, to convince people that Atari was/is/will be a serious
>>	force in the market, and that if Joe Schmoe bought an Atari, he
>>	would be able to use it for serious purposes.
>
>One thing I noticed about Atari's ST ads (which were shown at the Santa
>Clara World of Atari Expo last year, and which I haven't seen on TV
>yet) was that they were all comparisons with other peoples' computers,
>namely Apple and IBM.  We know the ST is a better machine;
                        ^^^^^^^
  We WHO?  The owners of Atari ST's?  I'm pretty sure that the people Atari
is trying to reach with their advertising are NOT aware that the ST is a
better machine; hence the advertising to that effect.
  If a person has just a layman's knowlege of computers, influenced by
advertising, then they're probably going to think that the Mac and the IBM
are better machines, 'cos after all, they're advertised more and all the
businesses buy them.  That's why I think the direct comparison is called
for.
  As I said in my previous posting, I _have_ seen Atari ST advertising
recently, and it hasn't just been price calling (it compares the ST to the
Mac+, along very non-technical lines but still making it look good, and
then says "So how much more would you expect to pay for all this?  How
about 50% less?" or words to that effect).  I think the commercial is
reasonably useful, and perhaps you people are just missing those commercials.

>those ads
>aren't the way Atari should be pushing their machine.  Look at IBM's
>ads, which show some businessperson in distress, and getting a PC that
>solves all the problems.  That gives people a better reason to buy a
>computer than, "Yeah, well, my computer COST less than yours, so
>there."  Given a choice between a $1500 paperweight with sound and
>color graphics (not that the ST is a paperweight, but it might as well
>be with these ads) and a $2000 business solution, most people would
>choose the solution.

  Hence, as above, the direct comparisons. I stand as before; that is
EXACTLY what the commercial I saw above was trying to prove.  It was sided
for the home market more than the business market, but then the business
stuff _was_ mentioned.

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