AMD puts boot into XP sales
It's a goal
By Andrew Thomas, 29/11/2001 16:28:15 BST
AMD HAS INTRODUCED a major advertising and
sponsorship programme to boost sales of the Athlon
XP is being rolled out across Europe.
And in a shameless imitation of the original Intel
marketing technology, the amount of money being
spent remains a secret.
The "A New Kind of Fast" [Shurely: 'New kind of
grammar'? - Ed] campaign represents AMD's
largest-ever advertising thrust in Europe, and will
embrace print and broadcast media in 17 key
markets throughout 2002.
AMD spends its money in a
very different way to Intel.
For example, here on the left,
UK luscious Melinda
Messenger was the compere
at the AMD sponsored
"channel awards" last week,
designed to give dealers,
distributors and vendors
warm and fuzzy feelings. The
new adverts - which don't
feature Melinda - have
already started appearing in
well known overclocking
organs such as the
Manchester Grauniad.
In the UK, an extensive radio campaign is underway
in key cities countrywide. The print advertising will be
featured in national daily, weekly and lifestyle
publications targeting business and consumer users.
Premiership football clubs will also be involved, no
doubt hoping to cash in on the well-known IT skills of
David Beckham.
Soccer sponsorship is very effective TV coverage on
the cheap, because so many people watch the
blinking game in the UK and on the continent.
AMD boasts a 62 per cent increase in UK market
share - sloppy hacks will no doubt misread this and
run stories claiming the company has 62 per cent
market share.
The actual figure, buried deep in the release, is a
rather less impressive 23 per cent, but still up from
14 per cent last year.
The company also maintains that the campaign will
clarify the benefits of its ill-advised PR rating for
processors.
See Also
Simon Meredith, Melinda Messenger and AMD
AMD and Intel's channel differences
theinquirer.net |
