Dell campaign pushes DM strengths

Article Abstract:

Dell Computer Corp., a Round Rock, TX-based company, has rolled out an advertising campaign, backed with a $70-million budget, to promote its direct-to-consumer business model particularly to business customers worldwide. The campaign, debuted on June 14, 1998, makes use of the tag line, "Be Direct," and includes Dell Computer's toll-free number and Web site. Dell Computer's print ads will appear in June issues of major magazines such as Newsweek, Time, U.S. News & World Report, Fast Company, Wired and Forbes as well as in major newspapers. The Internet advertising version of the campaign, which consists 10 online banner, is expected to appear at various popular Web sites such as CNN, CNET and Wired.

Electronic Computer Manufacturing, Computers & Auxiliary Equip, Marketing/Advertising Methods, New Electronic Marketing, Print Media, Promotion, Slogan, Dell Inc.

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Yellow Pages readies $30 million campaign

Article Abstract:

The Yellow Pages Publishers Association, a Denver, CO-based group whose members include Bell Atlantic Corp., Bell-South Corp., GTE Corp., SBC Communications, Spring Corp., US West and Ameritech Corp., has contracted Richmond, VA-based Martin Agency to create a $30-million marketing campaign promoting the Yellow Pages. The campaign marks the first comprehensive marketing move since the "Let your fingers do the walking through the Yellow Pages" was rolled out in the early 1980s. The directory's usage has reportedly been dwindling in the last four to five years with the emergence of the Internet. The group, however, still hopes to generate a 25% increase in directory use by 2001.

Use of services, New orders received, Other Services Related to Advertising, Campaign Launched, Professional Organizations, Account Activity, Yellow Pages Advertising, Professional Membership Assns, Professional associations, Yellow pages, The Yellow Pages Publishers Association

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