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Ad Campaign Dell

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dell ad campaign

By: bill



The biggest area of expansion for Dell is the consumer market. In order to

develop more sales in this market Dell needs to focus more advertising on the

needs and wants of the consumer. Currently Dell promotes its direct model,

which is a key factor Dell needs to create a better position for itself in the

consumer market. With all of the PCs in the market being more or less equal,

Dell needs to focus on what differentiates its products from the competition,

namely service and support. The advertising campaign need to focus on the

emotions of the PC users as oppose to merely their logical side. With a strong

emotional ad campaign focusing on the anxieties and fears of the consumers

when it comes to making the decision for a computer purchase Dell can

reassure the consumers that we are there for them. The direct model and more

importantly the virtual integration should be the focus of the campaign as

oppose to a "teen-age" part-time employee at your local mall. Why would

anyone want to go into a super store where the salesperson pitches everything

under the sun to you before you finish telling them what it is you need. With the

build-to-order direct way Dell operates "you tell us what you want, we don't

tell you what you want." The advertisement campaign will need to be

coordinated in print, television, radio and obviously the Internet. Dell can also

integrate the direct mail pieces and catalogs with the new...