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Computers

Digital Players Flock to Digital Media

By Elena Malykhina

In terms of advertising spending, Apple continues to think different. Apple's contribution to the ad industry increased from $285.9 million in 2006 to $363.8 million last year, per Nielsen Monitor-Plus. It's one of only a handful of computer makers (both hardware and software) that hasn't cut marketing dollars. The investment seems to be paying off: Apple's sales also increased to $26.5 billion last year.
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Top Brands by Category:

Brand/Parent Company

Lead Agency/Location

Total Sales ($ billions)

Media Expenditures ($ millions)

Quality

Familiarity (%)

Purchase Intent

Equity

SOFTWARE

1. Microsoft

McCann Erickson / San Francisco, CA

57.90

261.60

7.56

7.93

71.4

2. Oracle

In-house

20.1

13.1

6.79

5.46

50.3

3. SAP

Ogilvy & Mather / New York, NY

15.9

18.7

6.62

4.89

45.9

4. CA

DraftFCB / Chicago, IL

4.2

12.2

6.56

6.05

56.2

5. BMC Software

JWT CET / Atlanta, GA

1.7

6.4

6.96

Brand/Parent Company

Lead Agency/Location

Total Sales ($ billions)

Media Expenditures ($ millions)

Quality

Familiarity (%)

Purchase Intent

Equity

HARDWARE

1. Hewlett-Packard

Goodby, Silverstein & Partners / San Francisco, CA

107.70

207.80

7.34

7.26

64.9

2. IBM

Ogilvy & Mather / New York, NY

98.8

119.5

7.57

6.42

61.1

3. Dell

Project DiVinci / New York, NY

61.1

278.2

7.22

6.57

62.7

4. Intel

McCann Erickson / New York, NY

38.3

64.9

7.76

7.43

66.2

5. Cisco Systems

Ogilvy & Mather / New York, NY

37.7

70.6

7.77

6.44

60.2

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Sources: Company reports/Nielsen Monitor-Plus (excludes online)/EquiTrend:QxFxPI=E (see Methodology)

Retail: Best Buy is a leading mobile-phone retailer—isn't that enough? Apparently not. Last month, the big-box retailer acquired 50% of The Carphone Warehouse, which has 2,400 stores in nine European countries. The cost: $2.1 billion.

Travel: Airlines ranked last in customer satisfaction in a recent consumer survey. Combine that with the challenge of rising fuel prices and airline marketers face big challenges in 2008.

Beer, Wine & Liquor: Yellow Tail spent about $13 million on its "Tails you win" campaign. The effort helped grow the brand by yet another million cases in 2007. Having already made wine more approachable, the Australian import has now entered the sparkling wine segment.

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