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Technology Stocks : Dell Technologies Inc. -- Ignore unavailable to you. Want to Upgrade?

To: jbn3 who wrote (47304)	6/12/1998 7:00:00 AM
From: Jerry Miller	Read Replies (2) \| Respond to of 176387

Dell plans $70 million image advertising campaign June 11, 1998 12:01 AM HOUSTON, June 10 (Reuters) - Dell Computer Corp.DELL on Thursday will unveil plans to launch a $70 million worldwide image advertising campaign, its first such effort. The new "Be Direct" campaign, scheduled to start this weekend, will use television, print and online media to reinforce Dell's image as the world's leading direct distributor of personal computers, the company said. The advertising highlights Dell's basic approach to business, which involves eliminating barriers between the manufacturer and its customers through various means of direct marketing and distribution. The "Be Direct" ads will kick off with a round of 30-second U.S. television spots on Sunday featuring an ingenious field mouse who figures out a better way to get his cheese. Faced with an elaborate maze, the furry creature takes direct action by igniting a bomb that clears everything in his path. "What's the best way to deal with obstacles?" a voice asks the viewer as the mouse lights a match, exploding the bomb. "Eliminate 'em," the narrator answers rhetorically. Print ads, which will follow in U.S. and Canadian business and technology magazines, will be geared to decision makers likely to handle corporate computer-buying decisions. The campaign will be extended overseas eventually, Dell said. The Round Rock, Texas-based personal computer manufacturer hired J. Walter Thompson USA's Chicago office in November to develop the campaign. The ad agency is a unit of WPP Group . The campaign is in addition to Dell's existing product-related marketing. Its previous efforts mostly have consisted of straight-forward pictures of computer boxes with prices and specifications for specific models. According to Competitive Media Reporting, an advertising market research firm, Dell spent $23 million on U.S. broadcast and cable television during 1997, with another $29 million on consumer magazines. ((-- Eric Auchard, New York newsdesk, 212-859-1840)) REUTERS