Dell readies global ad campaign that's about more than price

10/20/2010 | Reuters

As it prepares for next week's introduction of new laptop and tablet computers, Dell started to share some details about a new global advertising campaign that will position the company -- usually associated in consumers' minds with lower-priced offerings -- as a maker of premium products as well. Without being too specific, the company said it would spend "hundreds and hundreds of millions" on the ad effort, and Chief Marketing Officer Paul-Henri Ferrand said "we're going to stop mentioning price as the single important aspect."

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