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Technology Stocks : 3Com Corporation (COMS) -- Ignore unavailable to you. Want to Upgrade?

To: Steve Porter who wrote (25338)	11/30/1998 3:42:00 PM
From: Moonray	Respond to of 45548

3Com Launches New Ad Campaign For 56Kbps Modems NewsBytes - November 30, 1998: 2:40 p.m. ET SANTA CLARA, CALIFORNIA, U.S.A. (NB) -- By Sylvia Dennis, Newsbytes. 3Com Corp. [NASDAQ:COMMS] has kicked off a TV advertising campaign aimed to build awareness of 56 kilobits-per-second (Kbps) modem technology as well as to sell more 3Com modems. While 3Com has carried on the US Robotics tradition of heavily advertising its modems in the mainstream computer press since 3Com announced it had acquired USR last year, sales of 56Kbps modems have not been as great as some analysts were predicting just a few years ago, Newsbytes notes. This appears to be due to several factors, most notable of all that most modem users will only achieve connection speeds of between 44Kbps and 48Kbps. Considering that many modems already connect at 33.6Kbps to their Internet service provider (ISP), which then allows a much-reduced effective speed once on the Internet, 56Kbps modem technology is not as appealing in the real world as its proponents made out just a few years ago, Newsbytes notes. 3Com's TV advertising campaign, which kicked off last week, however, aims to encourage new PC users to buy new 56Kbps modems, as well as users of older modems to move on up to the faster speed. The company has booked airtime for its commercials during primetime on both network and cable television across the US, with prime ad placements occurring during 60 Minutes, ESPN Prime NFL, and Monday Night Football. According to 3Com, ad spots will also air on MSNBC, CNN Headline News, the Discovery Channel, ZDTV, The Learning Channel, the Sci-Fi Channel, and A&E on most US TV services. Neil Clemmons, 3Com's vice president of consumer marketing, said that the company is keen to provide its customers with the best Internet experience possible, which is where 56Kbps modems enter the frame. "This commercial is designed to showcase exactly why 56Kbps modems are the best and most affordable way to fully enjoy today's many graphic-intensive and multimedia-intensive Internet pages," he said. For those knowledgeable about the US advertising industry, the adverts were created by Foote, Cone and Belding of San Francisco. The commercial, entitled "Express Lane," depicts an Internet supermarket where people viewing 56Kbps content breeze through the express lanes while those using slower modems wait in long, barely moving lines. The advertisements builds on the company's "More Connected" message and will, the firm says, be supported by an integrated ad campaign that includes print, radio, free-standing inserts (FSIs), retail merchandising, direct mail, and the Internet. Sweeteners for the campaign include a commercial tie-in with CD-Now, the Web-based CD sales site. Buyers of a 3Com/USR 56 modem will receive a $50 gift certificate that can be used towards a purchase at the CD Now Web site at cdnow.com . Further details of the promotion can be found on 3Com's Web site at 3com.com . I'm sure we'll all be looking for these ads on Monday Night Football tonight, as the San Francisco 49ers kick the butts of the NY Giants at 3COM park! o~~~ O