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Technology Stocks : The New QLogic (ANCR) -- Ignore unavailable to you. Want to Upgrade?

To: iceburg who wrote (16448)	6/4/1998 5:38:00 PM
From: Eleder2020	Read Replies (2) \| Respond to of 29386

In advertising you get what you pay for.At least they have upgraded their look in terms of how the present their switches with photographs. The old photographs were horrible on the shelf pictures. They obviously spent the money for an excellent photographer to convey that this was a high end piece of technology. About the beatnik image, though I'm not a huge fan of it, changing it now, has it's risks, as it is familiar to the new potential customers, is identifiable to them and they may have seen it over and over and at some point may even associate the name Ancor with it, which is the real objective. Again my opinion the 2 key element for any ANCOR ad should be the words Fibre Channel and Ancor.Just bang home that simple theme over and over. Fibre channel-Ancor, Fibre channel-Ancor.Fibre channel-Ancor. Keep it simple. Perhaps a secondary theme in smaller letters-The switch that all other are judged by-with the specs in even smaller letters.Somehow convey that the Ancor switch is the standard now and in the future. The image could be almost anything from the gigworks beatnik to lightning in a bottle,to lightning coming out of an MKII port, to a small tunnel like the one in Marin over the GG Bridge that opens up into 6 lanes of traffic and if it doesn't do that retouch it so that it does.Do it at sunset when thecar lights are on and you won't even see the cars, just streams of light coming out of a tunnel and expanding out. Another one could be just 20 bands of light representing information coming out of the MKII connecting directly into tiny picture of 20 workstations.Keep the image simple!!!! Can't say it enough but I still think the two most important elements at this point are FIBRE CHANNEL-ANCOR. It may not sell a switch but it will identify instantly what biz Ancor is in. Just my 2 cents. Ed