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

To: Jerry Miller who wrote (47306)	6/12/1998 7:43:00 AM
From: jbn3	Read Replies (3) \| Respond to of 176387

re DELL's advertising campaign Good Morning, Jerry, Dell spent $23 million on U.S. broadcast and cable television during 1997, with another $29 million on consumer magazines. Looks like DELL spent $52MM on advertising in 1997. This campaign, by itself, will be $70MM, and I didn't see how long it would last. Apparently, this figure is in addition to any other advertising DELL has done this year. That looks like a significant increase in advertising expense. This campaign alone should impact earnings per share by about $0.11 ($70MM / 600MM shares) -- obviously, I have no way to calculate how much additional revenue it brings in. Does anyone have ideas on whether this campaign is designed primarily to counter / offset the new GTW and CPQ campaigns, or whether it is designed to bring product and brand recognition to previously benighted areas of the consumer or business market? DELLish, 3.