TITLE

Micron slates $50 mil ad drive for repositioning

AUTHOR(S)
Cuneo, Alice Z.; Elkin, Tobi
PUB. DATE
October 1999
SOURCE
Advertising Age;10/25/1999, Vol. 70 Issue 44, p98
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the advertising campaign launched by Micron Electronics in October 1999 to support its repositioning. The TV commercials from Goldberg Moser O'Neill were directed by Terry Gilliam. Micron has labored under the stigma of being a third-tier direct computer marketer, pulling up behind Dell Computer and Gateway. To tout its new name, Micronpc.com, and revamped direct sales strategy, TV spots show a business that has lost control of its computer department. Radio, print and out-of-home advertising support TV spots.
ACCESSION #
2415276

 

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