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Lenovo, HP, Microsoft, Intel, others partner on unique PC Ad campaign

  • So many people have gone so long without buying a new personal
    computer that the industry’s biggest players are trying something different: a
    quirky advertising campaign. The $70 million marketing push aims to highlight
    how much better PCs have gotten since smartphones and tablets came along,

    • So many people have gone so long without buying a new personal
      computer that the industry’s biggest players are trying something different: a
      quirky advertising campaign. The $70 million marketing push aims to highlight
      how much better PCs have gotten since smartphones and tablets came along,
      reported the
      Associated Press.
    •  
    • Rival PC makers Hewlett-Packard, Dell and Lenovo are joining forces
      with Microsoft and Intel to revive languishing PC sales with ads that don’t
      promote specific brands. They’ll be punctuated with the slogan, ‘PC does what?’
    •  
    • It’s a concept similar to earlier campaigns by beef and dairy
      producers that sought to extol the virtues of their products.
    •  
    • The PC campaign will tout the increased versatility of laptops that
      have slimmed down while adding more powerful chips, longer-lasting batteries
      and higher resolution screens that also respond to touch commands. Many of the
      screens also detach from keyboards so they can function as tablets, too. Most
      new PCs are now powered by Windows 10, which Microsoft bills as its best
      operating system yet.
    •  
    • “With this perfect storm of innovation, we felt it was the time
      to tell our story,” said Steve Fund, Intel’s chief marketing officer.
      “People think having something good is good enough because they are
      unaware of how much better the PCs are now.”
    •  
    • The campaign, scheduled to begin Monday in the US and China, will
      include TV commercials on major networks and online ads. The participating
      companies will split the $70 million cost of the campaign, which will run
      through November in an effort to entice holiday shoppers.
    •  
    • The ads are primarily targeting consumers who haven’t bought a new
      PC in at least four years – a potential audience of about 400 million people,
      estimated technology industry analyst Patrick Moorhead.
    •  
    • The PC push comes amid a three-and-a-half-year decline in sales that
      has been driven by a shift to smartphones and tablets, able to handle many of
      the tasks that previously required desktop and laptop computers.
    •  
    • Even the late July release of Microsoft’s Windows 10 operating
      system couldn’t reverse the slide. Worldwide shipments of PCs fell by 8 percent
      from the previous year during the three-month period ending in September,
      according to the research group Gartner. Lenovo, HP and Dell were the top three
      PC makers in the quarter.
    •  
    • But the pendulum may be poised to swing in the other direction.
    •  
    • About half the consumers polled in Gartner’s personal technology
      survey said they plan to buy a new PC during the next year, compared to just 21
      percent who said they have a tablet on their shopping list.
    •  
    • In an effort to reverse a recent decline in iPad sales, Apple
      introduced a larger version of its trendsetting tablet that’s designed to
      behave much like a laptop. The iPad Pro will sell for $800  and an accompanying keyboard will cost an
      additional $169.
    •  
    • “I think the PC might have its best hand in the past five to
      seven years,” Moorhead said.

     

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