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Dell doesn't want you to buy its computers; Instead, PC leader puts emphasis on PDAs, printers, TVs in new ads.(News)
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Advertising Age
- Article date:
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August 15, 2005
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Copyright informationCOPYRIGHT 2005 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: JAMES B. ARNDORFER
Dell's next big marketing push won't grow its core PC business, if all goes according to plan.
Instead, the No. 1 personal computer maker will push its ever-broadening portfolio of products like printers, PDAs and flat-screen TVs. Dell wants to hit $80 billion in revenue in four years, up 60% over last year's revenue, by bulking up those businesses. Its core PC and laptop business represented more than half of Dell's sales last year.
The direct marketer, which enjoyed success years ago with its "Dell dude'' campaign, once again will trundle out a comic character to push its wares. This time its Davis Davis, a Dr. Phil-like personality ...
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