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[san francisco] Power Computing Corp., a fast-growing Macintosh clonemaker, is pushing the theme "Join the fight back for the Mac" in its advertising and promotional materials.

The marketer runs its ads in computer magazines, targeting knowledgeable Mac users seeking powerful, value-price machines. Power also advertises on the Web.

Like other direct PC marketers, Power emphasizes product and price in its ads, which function as the company story. But the marketer now is including its message enlisting help to fight back for the Mac.

Power spent about $1 million on its booth and promotion at the recent Macworld Expo here.


Why is a clonemaker leading the charge?

"Every revolution needs a leader. Apple right now is not doing that," said Mike Bevil, principal-creative director at Bam, an Austin, Texas, agency that works on Power's $10 million ad account and its Web and trade show programs.

Apple has plans to revive its brand with an estimated $40 million to $50 million campaign breaking later this month from BBDO Worldwide, Los Angeles (AA, Dec. 23).

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