A printer controller obtains high-speed bitmap generation processing while maintaining flexibility in macro definition when generating bitmap data from a macro-formed data. A processing unit calls macro data from a memory storing macro data to generate bitmap data. The processing unit determines effectiveness of bitmapping the macro instruction, to store into memory the bitmap data only when the bitmapped data is determined effective. Even in case of macro definition having degree of freedom, the data can be retained in a bitmap form. This enables to omit command analysis and expansion next time or after in macro control having flexibility in macro definition.