Apple Computer, Inc.: The Family Macintosh campaign (1992-1996)

Rebecca Stanfel

In 1992 Apple Computer, Inc., introduced a family of computers equipped with easy-to-use software and significantly lower price tags than its other machines.

Apple Computer, Inc.: The Family Macintosh campaign

Rebecca Stanfel

Overview

In 1992 Apple Computer, Inc., introduced a family of computers equipped with easy-to-use software and significantly lower price tags than its other machines. Apple hoped this Performa line would succeed in the growing home-use sector of the personal computer industry. For the next four years, Apple and its ad agency, BBDO, billed the Performa as "The Family Macintosh" in television and print spots, a 30-minute infomercial, point-of-purchase ads, radio spots, direct-mail efforts, and ads carried by retailers who sold the Performa (Apple partially funded these spots through a cooperative advertising...

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